Do you know when to rebalance your 401k? How much will you need to contribute to reach your retirement goals? What’s the right asset mix for your age? Even if you do know what you need, it’s bound to be different than what the person next to you requires. How can we guide decisions when everybody’s situation is different?
It’s no longer sufficient to take a “kitchen sink” approach when providing information to your users, giving them everything they could possibly need all at once. Not only is it overwhelming and confusing, but it also causes error and discourages user adoption.
Anticipating what the people using your system need may seem a bit like voodoo, but it really isn’t. You can leverage the data you already gather about your customers or employees to push them relevant information to help them make a decision or to prompt a call-to-action. And, if your design is informed by user research, you can provide people what they want when they need it.
We recently designed a retirement application that provides retirement tips based on age, income and location. We then implemented a call-to-action for users based on the health of their 401k account. To help them meet the goals they set for their retirement, we guided users through the process of rebalancing their accounts and changing contribution rates.
There’s been a push to use a more contextual approach to user experience in our industry. Last month, shortly after wrapping up the retirement application, I had the pleasure of attending the An Event Apart conference in Washington, D.C. It was there that Derek Featherstone of Simply Accessible said, “content in context is king.” He went on to describe how we can leverage existing technologies to detect things like location and proximity to other devices to create better, more relevant interactions. My faith in our approach was reaffirmed.
Electronic Ink’s deep understanding of user behavior paired with rich demographic data allows us to build products that deliver the right content at the right time for an intuitive, customized user experience.