The Principal Financial Group
Individual retirement savings, consolidate retirement savings
DescriptionIn the discovery part of the Principal project, we conducted extensive research which included both the physical market and the Principal website. The primary goals for the user research was to map the decision journey for attending the market, map the appropriate channels to the journey, learn the buyer’s goals for the website and test assumptions about the user personas. As part of our research into the physical market, we conducted 4 one-on-one interviews with usability testing of the website, 2 focus groups, and 2 shopalongs. Site created on Drupal 7. Logo development. Through this research, we determined:
- Users primarily used the site for logistical information;
- The site did not influence market attendees;
- Market attendees were unaware/did not make use of key features of site, including filtering or the product catalogue;
- The site navigation needed to be reorganized.