Project: Aberdeen Asset Management direct to consumer pensions and investments
When: June 2015 to July 2015
Where: Nile HQ
AAM(Aberdeen Asset Management) was looking to develop a new product to take advantage of the recent changes in regulation around advice and guidance for pensions and investments. They wanted a better understanding of their customers to inform the development of this product.
Presentation to senior stakeholders
Actions I took
I worked with another senior user researcher to moderate an online forum of 20 users. Each day the users were asked to complete a new task, seven in total. As a moderator I encouraged users to elaborate on or clarify their comments. I also asked them to upload images that reflected their thoughts and feelings.
In addition to this research, we also conducted eight in-depth interviews in the homes of users, four of which I did myself.
The data we gathered was organised on to cards and we did an affinity sort to identify common traits amongst users. We experimented with sorts using different dimensions such as ‘Appetite for risk’, ‘Interest in finance’ etc. After several sorts we settled on four persona types.
I built rough sketches of these personas on large boards and used this to share our initial findings with AAM. This helped AAM understand our process and where we were going with all this research.
With further analysis I added additional detail to the personas taking care to work with the design team to understand which dimensions they were most interested in.
In addition to the personas, I also produced experience maps that showed scenarios of how these personas might interact with the new service AAM were proposing.
Finally, I synthesised my findings into a presentation to senior AAM stakeholders.
The research validated some of the assumptions AAM had of their target audience but it also revealed new opportunities. In particular, a persona type that displayed considerable independence and confidence in making financial decisions but was ignorant of many basic aspects of long term investment.