User Personas€¦ · Personas are a tool to help keep end users in mind throughout the creation of a website • Enable the team to “meet” some end users • Allow the team to

User Personas

Version 1.26 as of February 2, 2010 360i LLC - Proprietary & Confidential

Presented by:

Lance Love User Experience Architect P – 212-991-4002 M – 646-753-4001

2 2 www.360i.com Proprietary & Confidential

Personas are a tool to help keep end users in mind throughout the creation of a website

•  Enable the team to “meet” some end users

•  Allow the team to live and breathe the user’s world

•  Help the team filter out personal preferences to focus on motivations, needs, and behaviors of different user types

•  Guide strategic decisions about the site’s focus

•  Enable better “tactical-level” design decisions

•  Help make the inevitable design trade-off decisions that may arise

PERSONA GOALS


Personas should focus on user groups who will most influence the website

DO

•  Concentrate on Personas that are most influential to your website development

•  Determine information architecture

•  Inform wireframes based on user needs and likely paths

•  Create a visual aesthetic and determine brand strategy

•  Demonstrate the life cycle of a customer

•  Focus designers and developers on real people and their challenges

•  Identify appropriate technologies and assess feasibility

•  Determine accessibility requirements

DON’T

•  Identify every possible user of a website

•  Sound or look like stereotypes

•  Use a persona created for one channel to guide the design of a different channel

•  Remain unchanged – personas should evolve with your users over time

PERSONA CRITERIA


Age: 29

Location: Sacramento, CA

Occupation: High School Teacher

Household Income: $46,000

Marital Status: Single

Education: Post Graduate Degree

Tech Sophistication: Average

Growing up as a second-generation Latina with strong civic ideals, she wanted to be able to make a difference. Amanda always wanted to be a teacher – and just over year ago she was hired by the Sacramento Charter High School.

Amanda regularly contributes to her 403(b), and has the added benefit of matching by her employer. She maintains a strict budget, as she is planning on buying a condo, in the next three or four years.

She is single, and is happy making her own financial decisions – although getting married some day isn’t out of the question. She does want to make sure that she is prepared to retire – which could be challenging on a teacher’s salary.

GOALS PAIN POINTS

QUESTIONS ONLINE HABITS

•  Realistically plan for retirement

•  Leverage existing 403(b) to buy a house

•  De-mystify financial products and find out if there are any other products or services than can help reach long and short-term goals

•  Quickly and easily look at her 403(b) program online

•  Finding out how much her 403(b) is worth, and what it will be worth in the future

•  Being “important” to the company who manages her 403(b)

•  Not having access to qualified people to help develop realistic financial goals

•  Confusion about products offered and the differences between them

•  Am I “on target” for retirement?

•  Is there anything else that might help me as I am getting ready to buy?

•  Is the company I have my 403(b) with socially responsible; do they give back?

•  What is an annuity?

Amanda Vasquez Independent Idealist

•  Accesses the internet primarily for tasks, like looking at her checking account and paying her credit cards

•  Recently adopted iTunes and has started listening to music on her computer

•  Hasn’t bought an iPhone yet, but may soon

•  Uses her computer for email and social networking

AMANDA’S STORY

“I’d like to make sure that I can save

enough to retire… but how do I do that?”

Lifestage: Early Career

Products of Interest:

403(b) Retirement Program

Financial Planning

RESEARCH

ACTION

ASSISTED SELF-SERVICE

Pain Points:

Challenges or concerns influencing the persona.

Opportunities for ING or site to help alleviate

Online Habits:

Short list of other online activities

Illuminates persona’s expectations and desires for ING site

Questions:

Illuminates persona’s motivations

Helps ensure that site meets user needs

Goals:

Objectives persona is hoping to achieve.

Helps prioritize features and functionality

Motivation-Emphasis Axis Graph:

Quickly understand differences in motivation between personas – See next slide

Persona’s Story:

Brief overview of who this person is, where they are in their life, and what they care about.

Helps to bring persona to life.

Photo:

Visual representation of persona. Helps to make persona into a person

Quote:

Helps establish “voice” of the persona. Encapsulates motivations

Lifestage:

Helps define motivations for seeking ING


Maps personas to potential ING products

Demos:

Make personas “find-able” and specific

Name and “Title”:

Differentiates persona types


RESEARCH

ACTION


Horizontal Axis: Represents the motivations of persona

Vertical Axis: Represents the attributes of the website

The Motivation-Emphasis axis graph illustrates how the website maps to the user


Age: 32

Location: Sacramento, CA

Occupation: High School Teacher





Growing up as a second-generation Latina with strong civic ideals, she wanted to be able to make a difference. Amanda always wanted to be a teacher – and right after Grad school she was hired by the Sacramento Charter High School.

Amanda regularly contributes to her 403(b) so far she’s been able to accumulate nearly $15,000, thank in part to matching by her employer. She maintains a strict budget, as she is planning on buying a house in the next three or four years. She relies heavily on her father and mother for financial advice, since they were able to secure a comfortable life after humble beginnings.

She is single, and is happy making her own financial decisions – although getting married some day isn’t out of the question. She does want to make sure that she is prepared to retire – which could be challenging on a teacher’s salary.

GOALS PAIN POINTS


•  Realistically plan for retirement

•  De-mystify financial products and find out if there are any other products or services than can help reach long and short-term goals

•  Quickly and easily look at her 403(b) program online

•  Secure enough money to make a down payment on a house

•  Finding out how much her 403(b) is worth, and what it will be worth in the future

•  Being “important” to the company who manages her 403(b)

•  Not having access to qualified people to help develop realistic financial goals

•  Confusion about products offered and the differences between them

•  Am I “on target” for retirement?

•  Is there anything else that might help me as I am getting ready to buy?

•  Is the company I have my 403(b) with socially responsible; do they give back?

•  What is an annuity?

•  Am I able to access any of the funds in my 403(b)?

Amanda Vasquez Independent Idealist

•  Accesses the internet primarily for tasks, like looking at her checking account and paying her credit cards

•  Recently adopted iTunes and has started listening to music on her computer

•  Hasn’t bought an iPhone yet, but may soon

•  Uses her computer for email and social networking

AMANDA’S STORY

“I’d like to make sure that I can save

enough to retire… but how do I do that?”

Lifestage: Early Career


403(b) Retirement Program

Financial Planning

RESEARCH

ACTION



Age: 36

Location: Dallas, TX

Occupation: Graphic Designer for Verizon



Education: College Degree

Tech Sophistication: High

Sean has had several jobs, and has freelanced intermittently between his full-time gigs. He has managed to accumulate a couple of 401K accounts from previous employers and takes advantage of the matching program from his current employer, Verizon.

Sean is single and owns a one-bedroom condo in the Oak Lawn community. Even though he has a fair amount of expendable income, he is still paying off his school loans – which he pays online. He also does all of his grocery shopping, travel planning and banking online. He also participates in casual trading using E*Trade. He likes the convenience of online business, and even selected his mortgage company based on their ability to accept online transactions.

Sean hasn’t given much thought to financial planning, and has noticed that, by comparison, his married friends seem to be further ahead where planning is concerned.

GOALS PAIN POINTS


•  Quick and easy online transactions

•  Access to information about how to begin planning

•  Advice (in plain English) about trading: assessing risks, increasing profits, minimizing taxes

•  Businesses he deals with having an outdated site or no site at all

•  Not being able to get to clear information about financial planning without a sales spiel

•  Online transactions that are too long, with too many unnecessary fields

•  Feeling behind the curve, in comparison to his married friends

•  How do I even start planning?

•  What is available to me as a single person?

•  What should my goals even be?

•  How do I combine all of my existing 401Ks – and what is the best way to do that?

•  Would it be possible for me to retire – early… maybe really early?

•  Could I combine all of my insurance policies (home, car, health and life)?

Sean Duprey Pre-Planning Prospective

•  Spends 2-3 hours a day online

•  Has a blog that he updates 1-2 times weekly; comments on the blogs of others

•  Follows a few designers who use Twitter; belongs to a “Dallas Designers” Facebook group

•  Utilizes design forums and boards to stay informed about his industry

•  Has all of his music on iTunes, uses his iPod and iPhone daily; dedicated Apple user

SEAN’S STORY

“I don’t have a family; I have a

comfortable income and a 401K – what

more do I need?”

RESEARCH

ACTION

Lifestage: Early Mid-Career


401Ks

Rollovers

Financial Planning



Age: 42

Location: Denver, CO

Occupation: IT Project Manager at Comcast


Marital Status: Married (with one child)


Tech Sophistication: High

Sarah and her husband, Eric, relocated to Denver just four years ago from San Francisco right after getting married. They relocated to be able to afford a house and start a family - without working 60-hour weeks. Three years ago, they had a new addition to the family, Hannah. Sarah and Eric immediately started a college fund for Hannah, with generous contributions from both sides of the family.

Sarah has had a number of jobs over the course of her career in San Francisco. She has amassed a few 401K accounts and, thanks to the 90’s technology boom in SF, she also had a few stock options which she exercised and moved into a money market account just before moving to Denver – following the advice of her father.

If you ask Eric who controls the finances for the family, he’d probably tell you he does… but Sarah knows better.

GOALS PAIN POINTS

QUESTIONS

ONLINE HABITS

•  Know that her money is secure, in spite of the market… and that she’s getting the best interest rates

•  Put together a financial plan to provide for her family’s needs for the long term

•  Feel secure and informed enough to take a few risks

•  Manage everything in as few places as possible – with the same access for Eric

•  Determine if she and Eric have enough insurance to provide for Hannah

•  Sources that seem to be written in insider ‘financial speak’

•  Feeling like she doesn’t know how much she has… or where it is

•  Insecurity about how the economy could affect her family’s assets

•  How do we compare with people in our age group… and maybe even our region?

•  What should our goals be? •  Isn’t there an easy way that I can learn

about this – without going back to college?

•  How do I weather the ups and downs of the economy?

•  What if we decide to have another baby?

Sarah Richman Financially Curious Gen-Xer

•  Spends about 1-2 hours a day online

•  Addicted to her iPhone; lives on IM

•  Reads blogs, sometimes comments •  Uses Facebook to keep in touch with all

of her friends in SF

•  Regularly reads professional message boards and forums

•  Regularly accesses her employee benefits program online for information, but still likes to speak with a “real person” – either by phone or email depending on the situation

SARAH’S STORY

“Now that I have a family, how do I plan

for our future; what should I do with all

of these accounts?”

Lifestage: New Family, Mid-Career

Products of Interest: Rollovers Financial Planning Education Savings Account (529) 401Ks Life Insurance

RESEARCH

ACTION



Age: 44

Location: Philadelphia, PA

Occupation: Registered Nurse, Children’s Hospital of Philadelphia


Marital Status: Divorced


Tech Sophistication: Low

Monica is in transition. Recently divorced, she has become the head of her household. Monica has a 15-year-old daughter, Nicole, who is counting on help from her mother with college.

Monica was able to keep the family home but lost the additional income of her ex. She has a solid career with great benefits, and she knows that her field has remained relatively stable, in spite of the economy. She has health and life insurance, a pension plan, and she contributes to the hospital’s tax-deferred annuity plan – but she’d like to talk to someone to find out if that is going to be enough to allow her to help Nicole with college, to pay off the mortgage, and to still be able to retire comfortably.

GOALS PAIN POINTS


•  Reorient financial plans

•  Plan for a new independent future

•  Get solid advice about financial planning •  Find simple and personalized information

about financial security

•  Ensure that her daughter is provided for

•  Managing finances through her life transitions

•  Not knowing what financial products and services are available to her

•  Feeling overwhelmed by the volume of financial information available

•  How should I change my plans, now that I am divorced?

•  Will I still be able to send my daughter to college?

•  Will I ever be able to comfortably retire?

•  Are the funds in my tax-deferred annuity plan accessible to help with my mortgage?

Monica Anderson Managing Transitions

•  Spends 2-3 hours a week online

•  Uses the internet primarily for tasks

•  Uses philly.com, a local news site •  Checks her account balance online

in conjunction with manually balanced checkbook

•  Emails friends and family

•  Recently started using Facebook

MONICA’S STORY

“This isn’t what I’d planned on… I have

new goals and a new direction.”

Lifestage: Recently Divorced, Mid-Career


Annuities

Planning

Life Insurance

RESEARCH

ACTION



Age: 58

Location: Minneapolis, MN

Occupation: VP of Distribution for Target


Marital Status: Married



Robert has been with Target for the last ten years following a successful career in management during the technology boom. He is nearing the end of his professional career and would like to make sure that his retirement will be comfortable. He and his wife, Gail, are looking forward to their post-retirement freedom. He believes that even with the market volatility, their diverse portfolio is solid (and big enough) to provide adequate income. They’ve also been proactive about contacting an insurance agent to guarantee that they are sufficiently insured.

Robert and his wife down-sized to a three-bedroom home four years ago after spending 12 years as “empty nesters” in a five-bedroom. With their equity they were able to buy and remodel their new home – and be mortgage-free.

GOALS PAIN POINTS

QUESTIONS

ONLINE HABITS

•  Enjoy post-retirement life, without worrying about “scraping by”

•  Guarantee that any unforeseen expenses will be covered

•  Secure gains in his portfolio – with minimal risk

•  Be self-sufficient, so that no matter what happens with the economy, his income will be solid

•  Have one source handling his finances and providing guidance

•  Leave money for his children

•  Difficulty locating credible information, in plain-English

•  Having too many sources for financial guidance; an agent, a broker, and a tax preparer – really? Should I just hire a financial planner?

•  Worry over market volatility, and the state of federal programs

•  Am I adequately prepared?

•  Do these financial guys really know what they’re doing? Can I really trust them?

•  What will my agent think about this?

•  Will I be able to structure a trust for my children?

•  How can I avoid being over-taxed?

Robert Tan Rushing Toward Retirement

•  Visits a few well-established sites for news, current events – and sometimes even video

•  Uses his PC for budgeting – and the occasional spreadsheet from work

•  Uses company laptop solely for work, mostly because the VPN and access to his work email is set-up by the “tech guys”

•  Tracks the stock market online, but only using reputable sites

ROBERT’S STORY

“I have to make sure that what I have is

really going to be enough for me… and

my wife.” Lifestage: Retirement Preparation


IRAs

Retirement

Annuities

Estate Planning

RESEARCH

ACTION



Age: 64

Location: Suburban Nashville, TN

Occupation: Owner of Adams’ Auto Repair


Marital Status: Married

Education: HS


Charles owns a second-generation auto repair shop; he took it over from his father just over 20 years ago. He has three employees and has tried to offer them at least basic benefits. He has started really thinking about how he is going to be able to retire – but is apprehensive with the recession and the constant talk about the issues with Social Security and Medicaid/Medicare – he isn’t sure that he’ll be able to any time soon. He knows that his business is worth a lot more than it used to be, but he just isn’t sure how to take advantage of that. The auto shop is paid off, so he isn’t sure if he should sell it, or keep it; it does turn a decent profit, but with the economy, will it continue to do so?

Charles and his wife, Susan, live in a modest three-bedroom home that they paid off two years ago.

Susan has already retired, and since she worked for the U.S. Postal Service, she does receive retirement benefits monthly. She also has a traditional IRA – that she could probably use more effectively, if she knew how to do so.

GOALS PAIN POINTS


•  Figure out when and how to comfortably retire

•  Leverage the value of his business to provide long-term moderate income

•  Secure his and his wife’s financial future and minimize their dependency on SS and Medicaid/Medicare

•  Determine how to offer some benefits to his loyal employees

•  Frustration over the idea that financial planning is for people with more money

•  Maintaining a business and paying off a mortgage – all while trying to retire

•  Worry about whether or not he took the “right steps”… whatever the “right steps” are

•  Concern over insurance and whether or not he has adequate coverage

•  When can I retire? What will it take?

•  Why didn’t I think about this earlier?

•  What happens if I or Susan get sick? Or our house burns down?

•  Is there really a way to retire and have an income that will support us?

•  How risky is all of this?

•  What should we do with Susan’s IRA? •  Do I have to sell my business to be able

to take money out of it?

Charles Adams Tentatively Retiring

•  Owns an older PC

•  Files his taxes online

•  Browses sites to catch up on the news and to check the weather

•  Susan checks on her IRA occasionally, but prefers to talk to a person

CHARLES’ STORY

“I’m not sure when I’m going to be able

to retire… I’d like to be able to pretty

soon, but I just don’t know.”

Lifestage: Retirement Preparation


IRAs

Employee Benefits

Asset Management

RESEARCH

ACTION



Age: 71

Location: Jacksonville, FL

Occupation: Retired


Marital Status: Widowed

Education: HS

Tech Sophistication: Low

Roy retired 6 years ago. He has a comfortable life with adequate income – thanks to his pension plan, his veterans’ benefits, his social security check, and the fixed income from his annuities. His expenses are minimal, since his home is paid off. He purchased life insurance for he and his wife, Linda, 12 years ago. They also elected to purchase medical insurance to augment their Medicare/Medicaid benefits; they wanted security no matter what happened. They also wanted to be able to leave something for their two children and four grandchildren.

Two years ago Linda had an unexpected trip to St. Luke’s Hospital, which turned out to be cardiac arrest. Sadly, she didn’t come home from St. Luke’s. She lingered for just over three weeks, and if they hadn’t been insured his finances would have been completely depleted. The policies that were in place covered the expenses for her hospital stay and all of her final expenses as well as giving Roy additional financial assets that he is not quite sure how to manage.

GOALS PAIN POINTS


•  Determine if he could be doing anything differently

•  Simplify his finances now that Linda has passed away

•  Ensure that he isn’t a burden on his family should he need short or long-term medical care

•  Set up college funds for his four grandchildren

•  Establish a plan to distribute his estate to his two children with minimal taxation

•  Fear that he will deplete his finances if he has a long-term illness

•  Frustration that some of the federal institutions he was counting on may not be secure

•  Worry that he may not be maximizing his benefits

•  Concern that he may not have much to leave to his family

•  Is it too late for me to make a few changes in my finances?

•  Do I have enough to cover me, no matter what happens?

•  Will I be able to leave something to my kids and grandkids – without it all being taxed away?

•  What should I be doing with the money from my wife’s life insurance policy?

Roy Hayden Retired Respite

•  Owns an older hand-me-down PC from his son

•  Browses sites occasionally to catch up on the news and to check the weather

ROY’S STORY

“With all the news about the economy,

at this point in my life – should I be

considering a money makeover?”

Lifestage: Retired


Life Insurance

Annuities

Estate Planning

RESEARCH

ACTION



Name Amanda Vasquez Sean Duprey Sarah Richman Monica Anderson Robert Tan Charles Adams Roy Hayden

Life Stage

Early Career Early Mid-Career New Family, Mid-Career

Recently Divorced, Mid-Career

Retirement Preparation

Retirement Preparation

Retired

Key Goals

Meet long- and short-term objectives

Easy access to succinct credible information and advice

Prepare a solid financial strategy for her family

Reorient financial plans based on recent life transitions

Provide adequate income to enjoy post-retirement life

Secure his financial future and minimize dependency on state and federal aid

Ensure that his assets are optimally organized and prevent himself from being a burden

Pain Points

Not feeling she has adequate access to financial resources

Wading through lengthy content to get information

Navigating financial speak and feeling unsure of how much she has

Managing her finances through an unexpected transition

Locating credible sources for financial guidance

Worrying about whether he took the right steps to prepare for retirement

Fear of unforeseen issues through the last phases of his life

Insight Needs plain-English financial information and help planning her future

Needs quick access to products and services that are relevant to him

Needs tools and information to help her with planning

Needs information about maximizing her assets in the short-term without compromising the long-term

Needs to feel educated enough to enter into a meaningful dialogue with his financial advisor

Needs to feel he has the same access to financial advice as those in a higher income bracket

Needs help to determine if he should restructure his assets and needs advice about planning for his heirs

Primary persona summary

FPO

14

Appendix


Task to persona relationship

Meeting Notes Persona Prep Analysis ING Spreadsheet

Amanda Vasquez

Early Career

Sean Duprey

Early Mid-Career

Sarah Richman

New Family Mid-Career

Monica Anderson

Transitional Mid-Career

Robert Tan

Pre-Retirement

Charles Adams

Pre-Retirement

Roy Hayden

Retired

Sell Rollover IRA Rollovers Buy rollover IRA X X X X

Annuities Buy annuities / Generate fixed income

X X X X X

Asset Management x x X

Buy life insurance Buy life insurance X X X X X

Pay for education Pay for college education

X

Save for eduction Save for college education Save for education

X X X

Trust and Estate Planning

Establish a Trust (from ING-USA). Do we need this?

X X X

I need to talk to someone Talk to a real person

X X X X X

Convert traditional IRA to Roth IRA IRA Conversion

Convert traditional IRA to Roth IRA

X X

Asset consolidation in a DC plan and IRA

Consolidate assets in a Defined Contribution plan and IRA

X X X

Generate guaranteed income/annuity

Generate guaranteed income/annuity

X X X X

Planning Information X X X

Planning Advice X X X X X

Planning Pre-Transition X x X

Adjusting Planning X X X X

Response to Transition X X X

Security (financial security)

X X X X X X X

New to the list as designated by ING




Amanda Vasquez

Early Career

Sean Duprey

Early Mid-Career

Sarah Richman


Monica Anderson


Robert Tan

Pre-Retirement

Charles Adams

Pre-Retirement

Roy Hayden

Retired

Find an agent who speaks Spanish (and perhaps Chinese)

I want to find a distributor (near me, speaks Spanish and perhaps Chinese)

X X X

Check my balance Check Account Balance Check my Balance

X X

Online Account Access X X X X

Transfer funds Transfer funds within ING X X

Make changes to my account (account maintenance)

Make changes to my account (account maintenance)

X X X

Account issue resolution Account issue resolution

X X X

401k/403(b) X X

How to withdraw assets Withdrawal Withdraw assets

X X X

How do I convert my stock

X

I want to switch brokers/dealers

I want to switch brokers/dealers

X X

Want to get access to documents and forms

X X X

Find account information X X X

What are the ratings of ING?

What are the ratings of ING?

X X X

Maximize profit/interest based on Assets

X X

I want to get a better interest rate

I want to get a better interest rate

X X X X





Amanda Vasquez

Early Career

Sean Duprey

Early Mid-Career

Sarah Richman


Monica Anderson


Robert Tan

Pre-Retirement

Charles Adams

Pre-Retirement

Roy Hayden

Retired

I want to minimize my tax burden Minimize Taxes

I want to minimize my tax burden

X X X X

Employer considering changing its contribution plan

Employer considering changing its contribution plan

X

I want to purchase a product for someone else

I want to purchase a product for someone else, do I do this?

X X X

Insurance quote generation Get a quote

X X X X

How much life insurance do I need? Life insurance

How much life insurance do I need?

X X X X

Am I saving enough for retirement? Retirement planning

Am I saving enough for retirement/education?

X X X X X

What kind of life insurance do I need?

What kind of life insurance do I need?

X X X

IIR – behavioral finance

IIR - behavioral finance / Compare Me

X X X

ING compare me – peer comparison Peer comparison

X X

What are the ING products? What are ING's products?

X X X X

Getting to appropriate information/products/services that map to need/desire

X X X X X X

Product comparison X X X X X

Credibility X X X

Accessible/Approachable (as an institution)

X X X X X

About ING X X





Amanda Vasquez

Early Career

Sean Duprey

Early Mid-Career

Sarah Richman


Monica Anderson


Robert Tan

Pre-Retirement

Charles Adams

Pre-Retirement

Roy Hayden

Retired

Jobs at ING Careers at ING

Research on ING as a business

Research on ING as a business

X

Investor relations questions Investor relations questions Sponsorship submission/request

Sponsorship submission/request

Philanthropic request Philanthropic request

Foundation request Foundation request

Other Use Cases (Aside from Consumer)

Distributor: I need a consultant/ someone to talk to

Distributor: I need a consultant/ someone to talk to

I want to distribute ING products

I want to sell for ING (Distributor)

Press Kits (Media)

Executive Bios (Media)


ING task list

Young Active Approaching Retirement Customer Type Category

Buy rollover IRA X X Both Buy Buy annuities / Generate fixed income X X Both Buy Buy life insurance X X X X Both Buy Save for education x X Both Buy Establish a Trust (from ING-USA). Do we need this? x x Both Buy Convert traditional IRA to Roth IRA X X Both Manage / Buy Consolidate assets in a Defined Contribution plan and IRA X X X Both Manage / Buy Generate guaranteed income/annuity sale X X Both Manage / Buy I want to find a distributor (near me, speaks spanish) Current Manage

Check my balance X X X X Current Manage Transfer funds within ING X X X X Current Manage Make changes to my account (account maintenance) X X X X Current Manage Account issue resolution X X X X Current Manage Withdraw assets X X X X Current Manage I want to switch brokers/dealers x x x x Current Manage Want to get access to documents and forms x x x x Current Manage Find account information x x x x Current Manage What are the ratings of ING? x x x x Both Product Info I want to get a better interest rate X X X X Both Product Info I want to minimize my tax burden X X X X Both Product Info Employer considering changing its contribution plan Product Info I want to purchase a product for someone else, do I do this? x x x x Both Product Info Get a quote x x x x Both Tools, calculators, education How much life insurance do I need? x x x x Both Tools, calculators, education Am I saving enough for retirement/education? x x x x Both Tools, calculators, education What kind of life insurance do I need? x x x x Both Tools, calculators, education IIR - behavioral finance / Compare Me x x x x Both Tools, calculators, education What are ING's products? Corporate Info Careers at ING Corporate Info Research on ING as a business Corporate Info Investor relations questions Corporate Info Sponsorship submission/request Corporate Info Philanthropic request Corporate Info Foundation request Corporate Info


Documents

User Personas€¦ · Personas are a tool to help keep end users in mind throughout the creation of a website • Enable the team to “meet” some end users • Allow the team to