1. Personalize the online tools to the target user group by testing with focus groups and providing reality checks through workshops. 2. Clearly identify the specific target user group as tools will perform better the more specific the group is identified. 3. Make sure the online tools offer something actionable for users to do, like making an appointment or accessing more in-depth information.

1. 10 golden rules for online tools
Henriëtte Raap & Djaja Ottenhof
April 2016

2. |
Introductory video
10 golden rules for online tools2

3. | 10 golden rules for online tools3
Statement
In 10 years all personal finance
matters will be dealt with online.
DISAGREEAGREE

4. |
We do share a perspective from
the developed world.
10 golden rules for online tools4
Source: International Telecommunications Union.
Internet users per 100 inhabitants

5. |
1. Personalise
10 golden rules for online tools5
At what age would you be able to
retire in the Netherlands?
• http://www.pensionage.nl

6. |
1. Personalise
10 golden rules for online tools6
Engage the target group:
• Is it their world? Develop and test with focus groups.
• How to provide reality-checks? Transfer into reality via workshops.
• Basic competences trained in game, reflected and strengthened in workshops.

7. |
2. Identify the target group
10 golden rules for online tools7
The more specific the target group, the better will
be the performance of a tool.
Source: exactitudes.com

8. | 10 golden rules for online tools8
Question
What groups need special
attention in the field of financial
literacy in your country?

9. |
3. Offer something actionable
10 golden rules for online tools9
1.Links to other
websites.
2.More in-depth
information.
1.Make an
appointment with
yourself.
There has to be a call to action and something
users can actually do. What can we offer?

10. |
3. Offer something actionable
10 golden rules for online tools10

11. |
3. Offer something actionable
10 golden rules for online tools11

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Our tools are fully responsive:
4. Create a seamless user
experience

13. |
4. Create a seamless user
experience
10 golden rules for online tools13
We load test. When we have to scale up, our site moves to the cloud.
We use simple domain names.

14. | 10 golden rules for online tools14
Question
Would you like to share an
example of a site or service you
really like to use?

15. |
5. Use simple but not
oversimplified language
10 golden rules for online tools15

16. | 10 golden rules for online tools16
5. Use simple but not
oversimplified language
• No difficult/challenging vocabulary
• Short sentences
• Use informal form of address
• Straightforward questions
Avoid ‘tripover’ questions

17. |
6. Match and manage expectations
10 golden rules for online tools17
• A few basic questions? -> Simple but practical output will do.
• Do you fill in a lot of detailed information? -> You expect in-depth
output.

18. |
6. Match and manage expectations
10 golden rules for online tools18
• Question: Do you have children? What age?
• Result: You are entitled to child benefits because you have two young
children. Your eldest child can get a study loan.

19. |
7. Make use of behavioral insights
10 golden rules for online tools
Source: zelfjeschuldenregelen.nl
Self-efficacy & goals in small steps
19

20. |
7. Make use of behavioral insights
10 golden rules for online tools
Norms
Source: zelfjeschuldenregelen.nl
20

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7. Make use of behavioral insights
10 golden rules for online tools
Source: zelfjeschuldenregelen.nl
Herding behaviour
21

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7. Make use of behavioral insights
10 golden rules for online tools22
Source: zelfjeschuldenregelen.nl
Default

23. |
7. Make use of behavioral insights
10 golden rules for online tools23
Default
Source: zelfjeschuldenregelen.nl

24. |
8. Beware of big brother,
but use your authority
10 golden rules for online tools24

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Question
Who would be best positioned
to provide information about
finance in your country?

26. |
9. Make use of current events
10 golden rules for online tools26

27. |
9. Make use of current events
10 golden rules for online tools27
Tool use:
↑540%

28. |
10. Work with partners
10 golden rules for online tools
Shape and realise ideas:
• Which stakeholders should be on board? Target group and experts in
educational topic, accept an independent learning approach.
• How to fully commit partners? Proof need within society and target group,
• Independent private and state financing, readiness to assume risk.
+ +
28

29. |
10. Work with partners
10 golden rules for online tools29

30. |
When will you be able to retire?
10 golden rules for online tools
Your average retirement age:
30
69 years, 9 months

31. |
10 golden rules for online tools
10 golden rules for online tools31