Chapter (2)
My Case Studies

Case study: Continouous research on an educational campaign site to increase awareness around future life planning 

Background

Since 2020 more people in midlife are exiting the workplace, or not returning to the workplace post pandemic. This is having a long-term effect on their future retirement income, current health and macro living conditions.

HMW: How might we create a digital tool to support customers of all ages to reflect on the current state of their career, finances and health so that they take appropriate action to improve their situation and remain in work longer?

Prioritised solution: a digital service covering 3 areas: work, health and money.

Impact

Insights and deliverables contributed to a better understanding of target audience across different teams which in turn served as:

• a template for the stratcomms team to refine the language of the campaign and create relatable adds,
  

• accelerator of changes in content of a nation-wide offline version of the service.

Timeline

The project ran for 10 months. During this time the research covered:

• Discovery & Alpha (February 2023 – June 2023)
• Public beta (July 2023 – November 2023)

Objectives

Discovery:

• understand the user needs and pain points, 

• identify target audience, appropriate language, marketing channels, and relevant content.

Alpha:

• identify preferred way of reviewing content, 
• evaluate content relevancy and usability.
  

Live:

• assess desirability of the Work pillar,
• identify gaps and oppourtunities to develop the Work pillar further, 
• evaluate a new functionality (personalised content), 
• evaluate usability of new functionality.
  

Methods

• Discovery methods: one-to-one interviews, survey.
  
• Alpha: concept & usability testing, attitudinal & performance metrics.
  
• Live: focus groups, usability & concept testing, attitudinal & performance metrics.
  

Participants

Throughout these stages, I collected qualitative feedback from 55+ users across 4 user groups and ran a survey with a sample of 450 users.

Deliverables

• user archetypes,
  
• user journey map,
• endpoints for all three sections: work, health, and money,
  
• language refinement,
  
• solutions based on user needs,
  
• user mindsets and attitudes to change behavioural change,
  
• recommendations for wider interventions (e.g. campaign site as a service, communication strategy)