This is the Secret to Finding the Most Important Things to Work on

This is part 3 of the series Retirement Isn’t All Sunshine and Palm Trees. If you missed part 1 or part 2, check them out. If you don’t feel like reading them here’s a summary so far: My Motley Fool colleague, Michele, and I looked into why we were seeing high interest and low retention on our paid Social Security offering. We took the opportunity to study the retirement planning and transition as a whole and where Social Security fit within it.

Retirement Journey

Eeny, Meeny, Miny, Moe

Catch a Stakeholder by the Toe

The potential opportunities we identified in the research fell in or across multiple (silos) departments of our organization. To gain traction, we met with key decision makers from marketing, investing, product, wealth management, and business intelligence. We talked them through the journey, sharing the stress, uncertainty, excitement, and challenges people described. We highlighted the opportunities we identified, and the stakeholders identified additional ones that we didn’t include.

If he hollers, let him go

Going Lean (UX)

I love experimenting with new frameworks, and this seemed like a great chance to try the Lean UX methodology described in Jeff Gothelf and Josh Seiden’s book, Lean UX. I liked that it would force us to tease out our assumptions about the project and start on the same page. It would also help us prioritize experiments and flesh out our research findings.

Don’t Make an Ass\U+Me

We conducted an exercise to identify assumptions we had about our users, product, and how RYR fits within our business. It was interesting to see how each person thought about RYR and how it could best be improved. Some thought it should be organized as a reference library. Others thought it should go beyond written content and provide more interactive tools. Yet others believed it shouldn’t be a stand-alone product and would better serve as an integrated information source within other products. The beauty of Lean UX was all of this was on the table and we could define hypotheses to put these assumptions to the test.

Risk and Confidence chart

Ideas Are Like Rabbits

We challenged the team to come up with ways to test our first sub-hypothesis:

Awesome pile of ideas

What Once Was Old Is New Again

It became clear that the conversational approach was a natural enhancement to the paid Social Security offering, the original impetus for our research effort (detailed in Part 1). RYR was sold in a bundle with the Social Security report, and we were seeing higher than average refunds on those bundled orders. The report included a (confusing) decision tree and (very) long page of detailed information. Only parts of the offering applied to each person. Additionally, it was the first thing people encountered when purchasing RYR, there was no clear transition into the RYR product, and we were seeing that many people never made it to RYR after purchase. We decided to run a test that applied our conversational approach to the information in the Social Security report, looking to increase information comprehension, bump up the number of people that made it to the RYR product, and ultimately hoping to drive down new membership refunds.

Product Experience Team Lead and Designer | Mission Driven, User-Focused

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store