An analysis for the commerce platform site for financial saving and investments company Teachers Assurance. The UX study focuses on content strategy for improving conversion rates and product awareness.

1. Teachers Assurance
UX review eccomerce site: homepage

2. Brief & background
Content strategy changed over time
New products added to the homepage
Area is not optimised to it’s full potential
Carousel feature does not work, too many options for the user
Too many call to actions in one area
User/customer journey flows have been altered due to changed content
PPage started to receive high bounce rates
No clear indication of paths
Not clear of what ‘Teachers Assurance’ do and provide

3. Strategy
Focus on the target audience
Analytical review of the last six months
Find out what users are generally looking for, what do they need?
Conduct workshops regarding user journey flows
Review inward/outward content paths from and to the page
Interview the CSO team, regarding common customer feedback
A/BA/B test with current page design
Test step by step to see process
Review information architecture
Categorise new/old content
Generate a new content strategy

4. Personnas
There are five different types of users who interact with Teachers Assurance

5. Personnas
26 year old female
PE teacher, teaches ages 11-14
Newly qualified
Tech savy - owns a smartphone/tablet (likley Android user)
Drives a Renault Clio (55 plate) and cycles to work sometimes
Engaged - just moved in with fiance
Holiday - onHoliday - once a year, two weeks, europe destination
Tries her best to save - finds if difficult
Spends liitle time thinking about money
Her focus to save - wedding/house
Has a Teachers’ pension scheme
Has no idea what she can receive from her pension
Cannot see the benefit of saving long term

6. Personnas
45 year old male
Mid - service
IT teacher for 5 years, teaches ages 11-14
Tech savy - heavy smartphone and tablet user (likely Apple user)
Married - has two duaghters aged 12 and 16
He and his wife own a home, mortgage finishes when he is 60
DriDrives a Citroen C3 Picasso (family car), recently new 62 plate
Holiday - family destinations like Greece, and UK destinations during half term breaks
Quite competent at managing money - researches often on saving money (papers,online)
Currently has an ISA and has a life cover to protect his mortgage
Attends free seminars when he can, those offered by the school he works at
Understands Teachers’ Pension scheme and knows what to do to top up the benefits
When considering financial products - looks for best deal and best value for money

7. Personnas
38 year old female
Mid - service
English teacher for 15 years, teaches ages 14-16
Not tech savy - has a smart phone but doesn’t use it to it‘s potential (likely Android user)
Married - has a 3 year old son
She and her husband own a home, mortgage finishes when he is 60
DriDrives a Ford Focus, 52 plate
Holiday - as a couple her and husband save all year round to go 3-4 week holidays in places like
Thailand with their son once a year
Relies on her husband to make financial decisions, even though she is the highest earner
Has a busy week to week life as she spends barley anytime with her son, which leaves financial things
placed bottom of the priority list
Being a caring, dedicated and busy person she has little time available to take care of her self
Doesn’t quiDoesn’t quite undertstand Teachers’ Pension, and is not familar with savings and investments

8. Personnas
55 year old female
Approaching retirement
History teacher for 30 years, teaches ages 14-16
Slightly tech savy - has a smart phone and tablet, uses tablet for work (likely Apple user)
Divorced and has grown up children
She owns her own home, mortagage finishes when she is 60
DriDrives a classic Jaguar - Jaguar XJS 1994 plate
Holiday - travels often been many places, wants to live abroad when retired
Due to being in teaching for a long time - mortally tired, she is looking forward to retirement
Slighty confused about retirement, doesn’t know what she has to do in order to retire - quite
scared of filling in a lot of forms and documnets would rather be spoken to or have things
explained easier to gain an understanding
VVery cautious when it comes to Savings and Investments, unlikely to rely on all of her tax-free
lump sum relating to her Teachers’ Pension scheme

9. Personnas
Early 60’s couple
Just retired
Elizabeth just retired from teaching
Not tech savy - both own a basic mobile phone and uses an old laptop
Their only son lives in the US, who they visit at least once every two years
Split their time between their house in Kent and their holiday home in Cornwall
ThThey both love dog walks in the countryside, and outdoor activities such as gardening
Holiday - they like day trips to locations for musuems, restaurants and to Cornwall
They have no mortgage and no debts, have managed to save a lot of money over time
They like to put maximum amounts in their ISA’s each year if they can
Now Elizabeth is retired, she has more time to consider her savings and investments and now has
an interest in monitoring her investments
EliElizabeth likes to discuss the performance of her investments every so often to insure that is in the
right place as she wasnts to be self-reliant in preparation in case Ted passes away before her
They are both aware that they should be thinking about inheritance and estate planning, but would
rather employ a specialist regarding these aspects as they are concerned about things things.

10. Personnas - grouping
Approaching
retirement
& newly retired
Not Tech-savvy
Tech-savvy
smartphone
pro users
Comfortable
with savings
& investments
Not comfortable
with savings
& investments

11. Workshop

12. The container model method
Re-think how content relates to each other
Group content where needed
Build and organise in a modular structure
Content will maintain balance in different viewports
Create anchors within the page
Room for additional content blocks - flexible
Reference
The container model and blended content
– a new approach to how we present content on the Guardian
http://next.theguardian.com/blog/container-model-blended-content/

13. Wireframing & ideation

14. Design - desktop

15. Design - tablet

16. Design - mobile