The Challenge
Help a a non-profit deliver it’s mission to improve retirement security for the public sector (local, state, and municipal) with the understanding that there was an industry-wide problem engaging people to plan for and understand their retirement needs.
We set out to dramatically simplify retirement by understanding how public sector employees plan for their future wellbeing
In the first phase we conducted two rounds of research and we spoke with 23 research participants across state and local municipalities. With positions ranging from public defenders to firefighters and a variety in-between. We also connected with plan sponsors and consultants to understand all users and stakeholders in the experience.
So what did we learn?
We went into research thinking that our task would be to remove complexity and simplify the participant experience. However, we learned it is also about talking about retirement in a way that is relevant to public sector employees who don’t relate to current communications or the retirement-is-a-vacation imagery. These are hard working people who often see retirement as an extension of what their day looks like now, but with more freedom and flexibility to choose how they spend their days. These participants have immediate and daily challenges that takes priority over retirement planning and savings that needs to be acknowledged.
Some of what we heard:
Retirement is not a priority for me
“I need a promotion or a new job to start thinking about saving. Right now, all I can think about is day-care. If I have extra money, I would put it towards this house and a trip to Mexico. Then I’d start thinking about retirement savings.”
I trust my co-workers, friends and family
“I set up the 457 plan 2-3 months into the job after talking to more senior attorneys in my office. They were like, ‘We’re going to sit you down and talk to you about retirement planning.”
I am unsure of what my balance gets me
“My sergeant showed me his balance and convinced me I needed to do the same. I had to figure out what balance would give me the same lifestyle as the one I have now.”
Retirement is overwhelming to me
“There was just so many [materials and options] and I just wanted to do whatever I had to do to be done”
Current communications do not inspire
“It’s one of those things I don’t look too deeply into and I couldn’t really tell you what is said. I got it and then I threw it out or filed it. That’s it. ”
I am committed to serve my community
“I believe that working for the public good is the greatest calling there can be. I really think people need to work together for each other and build each other up.”
This lead to the development of three primary design imperatives
Humanize communications - Create an approachable and relatable tone of voice, use visual language that provides clarity, and words that are easy to understand and act upon
Mobilize communities - Connect local communities and create ways for participants to share knowledge and personal experiences
Eliminate information overload - Make the user experience intuitive—from easy enrollment through digital channels, simplified product choices and clear navigation
With these design principles in hand, we set out to engage participants with a holistic offering that re-imagines how they learn about and take action towards their future wellbeing. We weren’t the only ones to recognize principles, look at how a few other organizations are adopting these design principles in their own marketing and advertising:
Progressive Insurance
American Girl
T-mobile
Introducing Project Glide - Effortlessly invest in the future
We get that planning for retirement is overwhelming, complex, and just too far away. Glide is a full service experience designed for people living in the “now”. We make it simple to plan for your financial future, so you can focus on what matters most today.
…this simplified experience is designed to have six main touchpoints for participants:
But wait…
Now lets test our learnings with these prototypes to determine if we are really meeting our design imperatives
We determined the MVO (Minimal Viable Offering) and while preparing to build the platform, we needed to test what was working and what needed work when it came to our prototypes. We decided upon a two week sprint plan for three cycles:
Sprint 1
Enrollment - focus on flow of experience
Research Method: We did 10 virtual Skype sessions. We made the prototype clickable and gave our research participants the set up. We kept control of the mouse and asked our participants to walk us through their thinking and decisions as they navigated the enrollment process.
A clip from the skype walk-through
Sprint 2
Enrollment - focus on key decisions
Website - look/feel
Research Method: We took the learnings from Sprint 1 and did in-person co-creation sessions where we visually listened to what branding and visuals of precursors, in and out of industry, resonated best and why.
We reworked and wire-framed key enrollment sections; fund selection and contribution, to see if the revisions could solve some friction points in the original Sprint 1 prototype.
Sorting through key features within the contribution section
Sprint 3
Enrollment - focus on new flow of experience
Website - Look/feel and messaging
Research Method: We took the learnings from Sprint 1 and 2 to build an improved prototype that connected the front facing website to enrollment to the existing (but re-skinned) dashboard. We let participants go through the experience while we observed and then reviewed their experience.
Self navigating the revised website, enrollment, and re-skinned dashboard
We took all of these learnings to build the ready for build prototype. All throughout the Sprints we had input and collaboration with the client core team and extended departments to vet legal risk and technical feasibility before delivering the full package with build details. The platform is currently in flight to build. Stay tuned for updates as we get this ready for prime time!
Shooting our AWAY luggage commercial in-between workshops, field research and collaborating with the client core team.
All content has been sanitized of client confidential material. All work product was developed in 2018-present by Doblin, a Deloitte Business.
Team: Phase 1 - Samatha Ruiz, Radhika Srinivasan, Meghan Elieniak, Connor Ratycz, Rebecca Sperling and Julie Hecht (me). Phase 2 - Sam Ruiz, Meghan Elieniak, Justin McNeill, Tiffany Tucker, and Julie Hecht (me). Our Doblin team worked with Deloitte Digital, Deloitte Management Consulting, and Heat to deliver the plan for build package.