The journey to financial planning made clearer by using biometrics.

The Problem

Aegon have been pension experts since 1831. They are digitalising their pension products to ensure customers are able to visualise a complete picture of their retirement and exercise a degree of control over their finances.

I was asked to help determine how effective six different digital journeys were performing, using an evidence based approach that included biometrics.

The Solution

Alongside 1:1 interviewing, I used eye tracking and facial coding to capture non-conscious reactions to the range of web pages and forms that had to be filled in, and used the Retrospective Think Aloud technique.

Six different journey scenarios were evaluated among 28 users. Users tested up to four journeys during each interview, depending on their specific situation.

The Outcome

Not surprisingly, I found a wide range of issues at various stages. The facial coding was useful to reveal two core issues: The confusion at various points on the journey (especially security processes) and the surprise that the concept included all finances, not just their pensions.

Besides the various tactical improvements that I recommended throughout the journeys, I identified communication improvements for the homepage, to ensure the core concept of 360 degree view of finances was understood at the very beginning.