With $140 billion in assets, the Ontario Teachers’ Pension Plan (OTPP) is the largest single-professional pension plan in Canada. It invests and manages the pensions of over 300,000 teachers in Ontario.
The OTPP needed to conduct usability testing on their newly designed information architecture and personalized content for the Members/iAccess section of the otpp.com website. The testing was based on the following elements:
- The target audience was a cross-section of members who fall into one of the six life stages identified by OTPP – we conducted testing with up to three members per group for a total of 18.
- The challenge was that while “teachers” sound like one homogeneous group, it’s actually not the case. There are many different users, with varied needs based on their life-stage.
- The goal was to create better member experience but to take a long-term approach. We wanted to define what the member experience would look like 3-5 years out. In doing so we had to give thought to the entire member experience, how to integrate all the web properties and mobile.
The Ontario Teachers’ Pension Plan wanted to push the envelope and be a leader in their space. They had a desire to create an experience that would be like Amazon – a comfortable, casual site that showed what the person was looking for, as well as additional information that the user might be looking want.
We had to find way to balance the company’s desire with what members clearly articulated. The strategy was two-fold:
- We realized quickly through usability testing that we had to simplify. The experience needed to work for multiple audiences trying to accomplish different things. And usability testing was a way to simplify that.
- We knew we had to increase the level of personalization to create a satisfying experience.
We took what we learned from our usability testing and created a new information architecture. This led to wireframes to identify the new user experience and reorganized content. We created a new look and feel, aligning with existing brand and style guidelines. This included new icons to help users easily identify key info so that they could find the content they were looking for. The site was a responsive design so the experience was great no matter what size screen users found us on – desktop, tablet or mobile.
- Decreased unqualified calls to the center by 21%
- Our new life-stage content increased time spent on the site
- And based on the initial success of our delivery we are engaged with Teachers on broader digital initiatives