TIAA Secure Web Redesign Discovery Research

Led CX research strategy to reimagine the TIAA secure digital experience and navigation, collaborating with product, design, development and customers from discovery to implementation, generating 50+ insights through various qualitative and quantitative research methods to fuel better design, resulting in increased quality of experience scores, decreased customer effort score and a reduction in negative VOC.

 

SITUATION

Business Problem: TIAA was losing business due to a poor digital experience that wasn’t keeping up with the changing expectations of it's users.

Customer Problem: TIAA’s secure website was difficult to navigate, missing a competitive edge, and lacked connection to customer needs throughout the retirement journey.


OBJECTIVEs

  • Re-imagine the TIAA secure digital experience and navigation.

  • Make it easier for customers to navigate the website.

  • Provide personalized advice based on what we know about the customer.

  • Increase customer contributions and inflows into annuity products.

  • Increase Quality of Experience (QX) score.

  • Decrease Customer Effort Score (CES).

  • Decrease negative VOC for navigation / way-finding.

  • Increase number of advice starts (either digital/human).

Actions

  • Secondary research both internal and external to understand the problem space.

  • Research gap analysis to determine what information we were missing or needed to explore.

  • Heuristic analysis of the current experience to understand surface level pain points and opportunities.

  • In-depth competitive analysis of major player and adjacent industry strengths and weaknesses.

  • Conducted content audit and site map analysis.

  • Conducted card sorting and tree testing after initial hypotheses were formed around site map organization.

  • Led customer interviews to understand our customer base better and determine most important JTBD at each phase in the retirement journey.

  • Created and shared a CX creative brief including synthesized research and analysis to guide experience design work.

  • Developed and led journey mapping workshops to understand pain points and opportunities for the most important JTBD.

  • Organized and led vision mapping workshop to ideate around an ideal future state for the secure site.

  • Surveyed customers to understand desirability of ideas that surfaced within vision mapping workshop to guide decision making.

OUTCOME

  • Generated 50+ insights through various qualitative and quantitative research methods to fuel better design.

  • Increased QX (Quality of experience) score by 18% during pre-production testing.

  • The new secure site digital experience has only been rolled out to a portion of the population, but thus far we have seen a decrease in customer effort score and reduced negative VOC.

Partners

  • Zack Potts, Design Lead

  • Jacquie Wojick, Content Lead

  • Jeremy Jaffe, Product Management.