Personae-journeys-mental-models-Pensions-Regulator

Personas,

their scenarios,

ideal journeys and

mental models

24th August 2009

Web Experience Model

What is here?

Personas for TPR website redesign 2012

Main scenarios

Ideal website user journeys

Mental models for the main persona

2

Content

What are they?

Personas are ‘made up people’ to assist us

develop the TPR website with the customer

audience in mind

They are not meant to be full descriptions or comprehensive of all our your audiences

They are tools to bring your audiences to life

The personas were derived from the customer

data you provided, direct customer engagement,

TPR stakeholder workshops that generated and

refined them.

They should be developed further as more knowledge about your audience is gathered, or your site objectives changed

The personas will be used to inform the mental

models/content models, scenarios and to help

prioritise and organise the IA and information

design in the wireframes

What is next?

the personas will continue to live as more specific

research is performed (e.g. touch points with

customers are planned for testing the IA and

wireframes)

3

Personas

What are they?

Short stories that are

The personas key tasks, activities, described

Not meant to be fully comprehensive or

necessarily based on a true reality.

Illustrations of the persona’s interaction with TPR

and partner sites and services such as, Businesslink,

HMRC

A way to identify what functionality and content

should be provided in the IA and design work

A way to identify persona pain-points in current

experiences

A way to identify opportunities for website

development directions

A resource for prioritising useful features, functions

and general flow

What is next?

These stories are used to create idealised’ user

Journeys

Like the persona’s the stories are live documents

that can be updated with new customer data

4

Scenarios

TPR Personas

4th August 2009 Version 2

Sylvie Thompson

Finding time for my trustee role Lay trustee 2 DC schemes, one closed. 1079 employees Regular TPR website user

Ann Cook

Making the investment efficient Employee Benefits Consultant Multisite European site client with 1000 employees Schemes partially compliant by circumstance Expert occasional TPR website user

Baz Curnow

Avoiding extra burden Curnow Builders owner/manager Struggling rejecter, ‘On a wing and a prayer’ 2 to 4 employees No scheme Never heard of TPR

John Sinclair

Balancing the numbers Accountant partner for Hewitt Hodgson Ltd. Company of 4 Accountants Occasional TPR website user

Sanjay Patel

We want to make money out of this IFA for Sound Financial advisers Company of 5 advisers Heard of TPR though never used the website

Fred Dibbles

Performance is everything HR Director of Retail service ‘on the road’ to compliance 40 permanent staff and & 6 contractors Non-contributory scheme Occasional TPR website user

Primary persona Intermediary

Intermediary

Employer

Intermediary

Employer/Trustee

Employer

Reputation

valued

Reputation

unimportant

High staff

turnover

Low staff

turnover

Kept in the

dark

Got the full

picture

Personal

accountsComplex fund

No pensionCompliant

scheme

Can’t afford Can afford

Opportunity Constraint

Paper systems Online systems

Separate

transaction

Ongoing

relationship

Generalist Specialist

Risk averseRisk

embracing

Don’t value

pensions

Value

pensions

Unaware Engaged

Elderly

workforce

Youthful

workforce

Meal:

Dimensions:

Favourite things:

Relaxation activity:

Drink:

Holiday type:

Clothes:

Website:

Celebrity or Icon:

Gadget:

Paper or magazine:

Mode of transport:

TV viewing:

Music genre:

John has heard of TPR and knows that there are reforms coming. The majority of John’s work focuses on individual and PAYE returns, benefits in kind for directors and VAT. John mainly advises on the Tax efficiency of current or planned pension schemes. John occasionally visits the TPR website to check regulatory details. Most of John's clients have no employee pension provision or only the bare minimum stakeholder pension requirement (rarely utilised). It is rare that they will have contributory schemes in place

John finds the Financial Times is a good place to start looking for business information, it provides analytical overviews that he can subsequently verify through other routes. The HMRC website allows him to ask questions by emailing them, and to check for new laws. John also reads accountant websites to gather daily news updates

John Sinclair (50):

Accountant: Hewitt Hodgson Ltd.

• Is a partner in a small accountancy firm based in Truro with 5 other accountants. Their client base is mainly local small businesses and individuals

• Has an Accountancy Degree from Manchester Business School – 25 years professional experience

• Lives with his wife Catherine in Malpas, a village on the coast outside Truro

• Has two adult children and one newborn grandchild

• John enjoys assisting clients to transition towards organised and efficient accounting processes

John ‘s clients occasionally ask for his support with pension provision. They typically ask at the start and end of the pensions decision-making process. John helps clients to understand their obligations, options, and tax related financial implications.

Sometimes clients ask for help with provider selection

John's clients will ask him to reassure them that the right choice has been made and ask questions about the on-going administration of the chosen scheme. John's clients trust him because he isn't paid by commission like the IFAs they've met and his advice normally is based on a deep understanding of their holistic financial situation

John does his personal banking online and has signed-up for email newsletters from accountancy websites. He occasionally browses discussion forums but is not comfortable with posting questions on newsgroups and forums especially if he cannot be anonymous

Although drafted in plain English the

accounts that are produced for financial

reports are still difficult to follow for

people without financial training

Goals:• To maximise the profitability

for my clients

• To keep clients compliant

with legal requirements like

submitting accurate tax

returns on time

• To find pragmatic solutions

to keep client costs

manageable

Needs:• Notification of legal changes

• Prompt replies to clients’

legal questions

• The employee profile of his

clients – age, current

pension provision, salaries,

whether they have a current

superannuation scheme the

company can pay into

• To run test calculations that

align with his clients

particular circumstances

• Plain language explanations

and support for his clients

Constraints:• Waiting for email responses

to queries he's made to

Inland Revenue (HMRC)

• The time taken to check

websites to stay on top of

the new laws / regulations

Anxieties & Fears:• Staying on top of changing

regulations that impact the

whole of his job – fear he has

missed something

• Cannot rely on published

manuals because they can

be out of date before they

are one month old

Responsibilities:• Having to double-check on

clients beliefs that are based

on bad advice and

convince them that they

have been given bad

advice

• Researching and analysing

accounts data

• Preparing financial reports

for regulatory agencies

• Preparing financial

management reports for

planning and forecasting

• Studying existing and new

legislation, enforcing

adherence to requirements,

and advising management

actions

Balancing the numbers

Help me help

my clients –

clarity is the

key

Chinese Takeaway

Golf

2 weeks in Provance

Marks and Spencer

Glass of red wine

Financial Times

Volvo

N/A

N/A

N/A

Intermediary

BBC, HMRC

Question time

Proper Rock

Old mobile phone

John Sinclair (50):

Hewitt Hodgson Ltd


Mood board

Reputation

valued

Reputation

unimportant

High staff

turnover

Low staff

turnover

Kept in the

dark

Got the full

picture

Personal


No pensionCompliant

scheme




Separate

transaction

Ongoing

relationship


Risk averseRisk

embracing

Don’t value

pensions

Value

pensions

Unaware Engaged

Elderly

workforce

Youthful

workforce

Meal:

Dimensions:

Favourite things:


Drink:

Holiday type:

Clothes:

Website:

Celebrity or Icon:

Gadget:

Paper or magazine:

Mode of transport:

TV viewing:

Music genre:

At school Baz excelled in woodwork, sports and

"talking back“. He thinks his own thoughts and knows

his own mind. Baz is a highly skilled builder. When he

left school he worked as an apprentice carpenter, then

a boat builder, then house renovator building strong

relationships in the local community.

Baz is often at construction sites and on the road – he

prefers hands on rather than being in the office. His

wife Lisa helps out at the office (informally).

Baz rarely uses the internet during the day because

on site there is no internet access. Most of his work

comes via phone - then he meets his customers face

to face. Email is not major for him – he checks it every

couple of days if he is not too tired in the evening.

With Lisa’s help Baz submitted his own tax returns

using the HMRC website from his broadband

connected desktop computer at home

Baz Curnow (34):

Owner of Curnow Builders

• Owns and runs a small builders firm based in

Middlesbrough

• Lives with his wife Lisa and their sons Bruce and Rob

in Middlesbrough in a house he renovated himself

• Employs between 2 and 4 employees depending on

need – many of them short term

• Enjoys his reputation for being a professional builder,

doing a good job, gaining business by word of mouth

Baz is not yet aware of the upcoming pension change

obligations and has never heard of The Pension

Regulator. Baz believes that investing in property will

effectively act as a pension. Curnow Builders do not

provide a pension scheme for their staff. Baz believes

that his staff would rather have money in their pocket

now than have a pension scheme provided by him. Baz

resents being required introduce a system that neither

he nor his staff want and that will cost him time and

money

For business information Baz mainly relies on word of

mouth from within his local network of contacts (other

tradesmen mainly). If they are all talking about

something then he might mention it to his wife who will

check it out online to work-out if he needs to do

something. Baz likes to try and do things himself before

he’d pay for professional advice. Unless forced to he will

tend to ignore soft prompts to do what he considers

complex and unnecessary – he has what he describes

as a ‘healthy disregard for authority’ messing with his

business. Red letters and final demands get his

attention

Your pension should be up to you

yourself…It's unfair on me, on the employer.

People don't stay for years and years any

more so the employer doesn't get the value

back from paying into a pension. My staff

don’t want pensions, they’d rather have cash

in their pockets now so they can enjoy

themselves while they’re still young

Goals:• Survives the recession -

personal income is sustained or

improved

• Minimise admin hassle – get on

with making money

• Maintain standing and

‘reputation’ within local network

Needs:• Convincing:

• Does this apply to me?

• How much will this cost me?

• Is there a financial benefit?

• How will I fund this?

• What do I have to do?

• When do I have to do it?

• Prodding (forcefully?):

• Can I get out of this?

• What happens if I don't?

Constraints:• Doesn’t know (or care) about

TPR

• Doesn’t take rumors of legal

responsibility seriously

• Finances are tight

• Doesn’t employ an adviser

• Low Net use

• No pro-active engagement

Anxieties & Fears:• Doesn’t like to appear stupid –

responds with negative attitude

/ distain to complexity

• The local building trade

continues declining

• Delaying setting-up a pension

scheme will have financial

penalties

• Tracking a fluid workforce

• How to explain the pension

changes to his staff

Responsibilities:• Everything – but would rather

‘do the job – get on with it’...

• Dealing with customers and

suppliers

• Recruiting , training and firing

staff

• By proxy with his wife

• Budgeting

• Managing accounts

• Tax returns

• Health and safety

Avoiding extra burden

You get all these

regs and rules

through – I

generally just

ignore them

Steak and Chips

Going to the pub, Watching sport on TV2 weeks in Majorca

Work clothesLogos

Lager

Listed on yell.comotherwise not interested

The Sun

White Ford Transit

Sky Sports, Top Gear

His Dad/Grandad

Safe music, not too loud

ipod

Employer

Baz Curnow (34):



Mood board

http://www.flickr.com/photos/hellybelly/3556601559/

http://www.flickr.com/photos/hellybelly/3556601559/

Reputation

valued

Reputation

unimportant

High staff

turnover

Low staff

turnover

Kept in the

dark

Got the full

picture

Personal


No pensionCompliant

scheme




Separate

transaction

Ongoing

relationship


Risk averseRisk

embracing

Don’t value

pensions

Value

pensions

Unaware Engaged

Elderly

workforce

Youthful

workforce

Meal:

Dimensions:

Favourite things:


Drink:

Holiday type:

Clothes:

Website:

Celebrity or Icon:

Gadget:

Paper or magazine:

Mode of transport:

TV viewing:

Music genre:

Sanjay Patel (54):

IFA - Sound Financial Advice

• An Independent Financial Advisor for a small firm of 5 advisers based in Coventry called ‘Sound Financial Advice’

• Graduated with an accountancy degree and subsequently trained to become a financial adviser

• Sanjay and his wife Poonam have 3 adult children. Their youngest son is not yet married and lives at home

• Enjoys the diversity of his work – insurance, investments, pensions, loans and mortgages (for individuals and businesses)

Sanjay needs powerful, persuasive, concise documents that he can use during face to face discussions with clients (and then leave with them afterwards). Her prefers ‘glossy brochures’ because of their quality feel but relies heavily on downloadable content from the web, because this is up to date and always available to him

Sanjay first heard of TPR from his colleague who is tasked with compliance (and who delivers regularemail summaries, printable materials and instructions to him for use with clients). Sanjay is sceptical of the response the new requirements will get from employers – he thinks to effect change and gain compliance will require a ‘big stick’

Sanjay primarily researches for pension schemes using, AEQUOS, this works well for rating, reviewing and scoring pension schemes.

I need to make money out of this – but I

also provide an essential service – I make

my money either by fee or by commission

Goals:• Provide sound, authoritative

advice on products so

clients trust him

• Ensure that his clients don't

cut financial services as one

of their cost-cutting activities

• Make money

Needs:• Illustrative and clear

documentation to take

clients through in face to

face meetings (and leave

them with)

• Something to make

employers aware of their

upcoming pension

responsibilities (and to

combat their scepticism)

Constraints:• Clients that are not taking

the pensions reforms

seriously yet (it’s a long way

off)

• Clients that are cutting

financial advice services

• His current limited

experience of pensions

mainly GPPs

• Clients that are skeptical

about the quality of his

recommendations because

they know he gets

commission from providers

Anxieties & Fears:• Clients don't value financial

services

• Other financial advisers

pitching to his customers

• Clients not acting on his

advice + being sceptical

• Keeping on top of the

rapidly changing regulations

across the board

• Ability to make a living

Responsibilities:Responsible for everything,

similar to small business:

• Maintaining client records

• Fact finding

• Risk assessments

• Client meetings

• Diary maintenance

• Making phone calls to

providers

• Research

• Report writing

We want to make money out of this

Employers haven’t heard of this and they’re sceptical when I tell them

Sanjay’s clients range from individuals to companies with several hundred employees (or so he says – in reality most of them are the smaller end). Most of his client companies are in the construction, manufacturing, pub and restaurants trades.

Often he is called in when an accountant has recommended that their clients pay for professional investment advice. He always visits new clients ‘face to face’. He gathers initial information via a form – usually from talking to the owner/director and sometimes extra information he requires comes from accountants.

Most of his relationships with clients are ‘transactional’ – they come to him for a specific tactical need. He aspires to create a more ongoing relationship though, such thathe would be empowered and trusted to contact clients when there is something that he considers might of interest to them (such as changes to regulations that they need to be aware of). This works with some clients who are more receptive –but others treat unwarranted contact with scepticism. The sceptics perceive the contact to be ‘selling’ so he needs ‘official’, ‘credible’ and ‘authoritative’ materials to support his message.

Walking, Golf

Beach

Telegraph, Financial Times

BMW 520d

Sky Sports

Greg Norman

Radio 2, not Jonathan Ross!

Pedometer

N/A

N/A

N/A

Intermediary

Suit at work, smart casual at home

Home cooking

Tea

BBC News, FT

Sanjay Patel (54):

Sound Financial Adviser

What’s in it for my company?

Mood board

Reputation

valued

Reputation

unimportant

High staff

turnover

Low staff

turnover

Kept in the

dark

Got the full

picture

Personal


No pensionCompliant

scheme




Separate

transaction

Ongoing

relationship


Risk averseRisk

embracing

Don’t value

pensions

Value

pensions

Unaware Engaged

Elderly

workforce

Youthful

workforce

Meal:

Dimensions:

Favourite things:


Drink:

Holiday type:

Clothes:

Website:

Celebrity or Icon:

Gadget:

Paper or magazine:

Mode of transport:

TV viewing:

Music genre:

Ann has worked with pensions in one way or another for over 20 years. MaxValue operates across 10 European cities, she is part of their ‘think tank’ on European solutions. Ann advises on all their

pension schemes. Top Hat DB scheme for directors Closed DB scheme based in the UK EU wide scheme Group Personal pension for contract staff

Ann has a well developed set of professional resources that includes using the company lawyers, company actuary, trade magazines, email news-letters and finds the discussion forums on Pensionsweb particularly useful for discovering how other companies tackle problems similar to hers.

Ann provides trustee training courses that reference TPR and the trustee toolkit. Ann checks the codes of practice, regulations and resources to answer specific questions that arise (she is her clients’ guru). She uses TPR search to find answers to specific queries. Anne uses the regulator statements on topical matters to support longer term planning.

Ann uses "the Exchange" to supply scheme return information. Ann understands the need for security but gets very irritated by HMRC"s, difficult to remember password

Ann Cook (45):

Employee Benefits Consultant

• Works for Merrell and Briant a full service employee benefits company

• Works mainly with 1 client - an international retail chain, MaxValue (1079 employees)

• Lives with her husband Steve in London. They have no children

• Ann loves being able to respond to issues quickly and with authority and confidence. She researches carefully and comprehensively

Ann is proactive and confident in her use of both her real and virtual networking skills. Ann posts questions on professional discussion forums, industry working groups and conferences, checks specialist websites. Ann is proactive in the specialist pensions community. She is sometimes sceptical about the regulator as she finds industry specialists are much more well informed. Ann banks online, shops online, and uses Google reader as her preferred RSS reader.

TPR engagement is mainly to get topical legislative information . She expects to find a translation of the legislation into practical guidelines, up to date statutory requirements with links to statutory instruments. She wants to know what the regulator will do to ensure compliance

I need access to an authoritative,

definitive and bang up to date ‘bible’ of

statutory requirements and notifications

of what’s coming

Goals:• Being the ultimate trusted

authority - guru

• Keeping clients costs

manageable within current

legislative regime

• Minimizing client risks

• Selling valued services

Needs:• In depth knowledge of the

current pensions regime

• Plain English Legislative

summaries to use with trustees

and company decision makers

• Ability to support scheme

member choices and

responsibilities in DC fund

selection

• Knowledge of how to legally

close down a scheme

• Ways to fund deficits in DB

pension schemes

• Consult with pensions

managers in other companies

to find out usual behaviour and

approaches

Constraints:• Rate of changes to the

pensions legislation

• Remembering rarely used

passwords for websites such as

HMRC

• Time given her scope

Anxieties & Fears:• Understanding the ever-

changing pension legislation,

and the current "simplified"

pensions regime

• Risk (expand on what you

mean)

• Possibility of members suing

after having followed her

advice

• Competitors spotting market

opportunities

Responsibilities:• Planning pensions of mergers

and acquisitions

• Developing benefits schemes

• Keeping up to date with

legislation and ensuring

efficient compliance

• Advising employees about their

benefits

• Ensuring minimum funding

requirements of schemes

• Improving communications for

schemes

• Minimising risk

Making the investment efficient

I am always

ahead of the

curve

Red mullet, Sea Bass

Theatre

Skiing, European Capitals

Austin Reed

Good Wine

The Times, Financial Times

BMW

BBC 4

Blackberry, iPhone

Intermediary

Classical

Ann Cook (45):



Mood board

Reputation

valued

Reputation

unimportant

High staff

turnover

Low staff

turnover

Kept in the

dark

Got the full

picture

Personal


No pensionCompliant

scheme




Separate

transaction

Ongoing

relationship


Risk averseRisk

embracing

Don’t value

pensions

Value

pensions

Unaware Engaged

Elderly

workforce

Youthful

workforce

Meal:

Dimensions:

Favourite things:


Drink:

Holiday type:

Clothes:

Website:

Celebrity or Icon:

Gadget:

Paper or magazine:

Mode of transport:

TV viewing:

Music genre:

Sylvie became a trustee for the company’s DB pension scheme in 2007 . The scheme is nowclosed to new accrual and members (a DC scheme is available for new employees). The Trustee role provides a break from her normal job and as a trustee Sylvie sees her role as the keeper of the scheme, there to make sure that the pension scheme members’ money remains safe and secure. She takes this seriously.

Sylvie tries to spend about 1 to 2 days per month on pension scheme duties. She normally takes an hour or two when there is a lull in her building and office management activities but she finds the pressures of her main job often seem more immediately

pressing - stealing time she was intending to commit to Trustee duties. This leads to a lack of momentum and she feels it is hard to accumulate increased knowledge and expertise (and confidence).

Sylvie Thompson (60):

Lay Trustee for MaxValue stores

• Sylvie is the office and buildings manager for the Edinburgh MaxValue store

• MaxValue is an international retail chain with 1079 employees

• Became a member nominated Trustee for MaxValue’s DB pension schemes 2 years ago

• Lives with her husband in a townhouse in Leith, has 2 adult children and 3 grandchildren.

• Enjoys being able to communicate good news about the pension scheme to employees

Sylvie thinks that the role is really one for a professional because it’s just so complicated especially with the increasing regulation. The other trustees are difficult to co-ordinate with because they are busy with their main jobs too.

Sylvie used the TPR toolkit when she started as a trustee, it took her nearly 3 months to complete the course (she found it hard work and again time was an issue).

Sylvie is comfortable searching on the web. She values credible government sites as sources for her role as trustee. She has bookmarked TPR, HMRC.

TPR engagement will be to learn about her role and responsibilities as a pension trustee, track any changes in regulations that will affect her scheme, and submit trustee returns. Sylvie expects to find a description of what she should be doing, examples of good practice, ways to find and ask other trustees about their experiences

I'm not entirely comfortable. I would’ve

hoped to feel more confident on the

finance and pension regulation side than

I am and I think that's purely due to not

doing it enough because of finding the

time

Goal:• Being trusted and confident

in her ‘important’ role

• Ensuring that the pension

scheme members’ money

remains safe and secure

Needs:• Greater understanding of

TPR's role and how it can

support her

• Understanding of the trustee

role and obligations

• Ability to bring pressure to

decision making

• Advance warning of

changes to legislation

• Ways to find time for the role

• Easy to understand materials

to support communications

with scheme members

Constraints:• Finding time for the trustee

role

• Difficult to get the employer

time to listen and make

decisions

• Ensuring the role performed

by trustees is taken seriously

• Having to explain the jargon

to the members

Anxieties & Fears:• Making important decisions

based on limited knowledge

• The sheer complexity of the

role

• Unsure if the scheme is

compliant

• Understanding the jargon

Responsibilities:• To be familiar with my

schemes policy

• Follow the Pension regulator

code of practice

• Report events and register

returns to the HMRC

• Managing the scheme

"wind-up"

• Providing members with

information at retirement.

Finding time for my trustee role

I’m not really sure if I'm actually doing everything I should be doing – but I want to do my best

Sunday Lunch

Watching TV

Seaside Trip

Marks and Spencer

White Wine

BBC

The Guardian

Bus

Coronation Street

Mary Warnock

Light Classical

Employer *


Lay Trustee for MaxValue stores


Mood board

Reputation

valued

Reputation

unimportant

High staff

turnover

Low staff

turnover

Kept in the

dark

Got the full

picture

Personal


No pensionCompliant

scheme




Separate

transaction

Ongoing

relationship


Risk averseRisk

embracing

Don’t value

pensions

Value

pensions

Unaware Engaged

Elderly

workforce

Youthful

workforce

Meal:

Dimensions:

Favourite things:


Drink:

Holiday type:

Clothes:

Website:

Celebrity or Icon:

Gadget:

Paper or magazine:

Mode of transport:

TV viewing:

Music genre:

Fred’s company provides a stakeholder pension. Fred is planning to add employer’s contributions in 2010. Half the staff want a pension scheme and half don't. It’s not just an age divide it depends on how much they are paid, how senior they are and whether they plan to stay with the company. A good pension for senior staff will help to attract and keep good staff.

Some staff do not trust pensions very much and some have their own pension scheme.

Fred talks to people in his peer group, professional bodies, to keep up. He finds the Direct.gov website

very useful, also uses ACAS, he has recently started using Businesslink. Fred has occasionally contracted local accountants and solicitors to make sure the company conforms to rules. He would bring them in again if he felt the need for that extra help to keep up. He talks to pension advisors and brokers who provide regular email newsletters.

Fred Dibbles (45):

HR Director of Retail services

• HR director of Retail systems in Edinburgh that employs 50 permanent staff and 10 contactors

• Graduated from Edinburgh University with a Psychology degree

• Met Scarlet at University. They married soon after graduating. They have two pre-teenage children

• Is a trustee for the companies non-contributory scheme

• Enjoys running a streamline operation and making tough decisions

Fred prides himself in being very good at information hunting. He uses his professional network to find good resources.

Retail systems use the internet to conduct business, they have their own website. Fred uses internet banking and online shopping for company and for personal use. Fred has experience of using RSS feeds (for the BBC cricket). He uses LinkedIn to see

who is doing what and dabbled with facebook but now rarely updates it, Twitter has passed him by.

TPR engagement will be to find examples of what other companies are doing and to get materials to educate his staff about how the changes will impact them

Fred will expect to find time-scales for implementing a compliant scheme, example scenarios of what similar companies are doing and materials to educate his staff about what the changes mean for them.

Been through this before with the IR35

and the gov has communicated the

goals, but they don't know how they are

going to achieve it. Not enough info out

there at the moment that we can make

judgements on.

Goal:• To use the regulation

changes to give his

company a more

competitive edge enabling

him to recruit and retain high

quality staff

Needs:• Will the current scheme

meet the criteria?

• What do other companies

provide?

• Will I have to wind-up the

current stakeholder scheme

and start a new one?

• What types of pension, what

types of risk should we go

for?

• Will the contracting staff be

eligible?

• When do we have to bring in

a compliant scheme and

how does that affect part

timers?

• How long will it take to

implement?

Constraints:• He doesn't want to become

a pensions specialist

• Having to pay someone to

make sure this is done

properly for scheme

selection and set-up

Anxieties & Fears:• Not having enough cash up

front to pay for a solution

that will be economic in the

long run

• Not enough preparation

time

• Rules in general, always

wondering what is going to

happen.

Responsibilities:• Staffing;

• Performance management

• Organization development

• Compliance to regulatory

concerns

• Employee development

• Policy development

• Employee relations;

• Compensation and benefits

administration

• Employee welfare.

Performance is everything

How is it going

to affect

performance?

Sky sports

Skiing activity holiday

with the kids

People Management,

Telegraph

BMW, People carrier at

weekends

Anything sports

and Newsnight

Expensive

headphones

Panini risotto,

spinach and ricotta

Anything beige

Whisky, Red wine

LinkedIn,

BBC news

Employer

Ian Botham

Fred Dibbles (45):



Mood board

What are these?

storylines that contextually illustrate persona

activities that bring them in contact with TPR

The basis for constructing idealized scenarios

Persona scenarios

John helps the client understand whether they have a suitable pension scheme

Baz’s reluctant realisation of his responsibility

Sanjay finds and recommends appropriate schemes to clients

Ann keeps her professional knowledge up to date to get the best investment solution for her clients

Sylvie learns about the trustee role in the scheme funding process

Fred assesses the impact on his company, registers his scheme and arranges auto- enrolment

What happens next?

Scenarios are refined to be idealized journeys

remove identified pain-points. Shown with a

highlight website design opportunities. Shown with a

Scenarios

John Sinclair (50):

Accountant


Journey name: Helping the client understand whether they have a

suitable pension scheme for 2012 reforms.

Step name What does John do? TPR should?

Web

Search

Google Search for “pension schemes suitable for 2012

reforms”.

Need SEO

strategy

Choose

Site

TPR

Website

Rules and requirements ensuring employers have suitable

pension products for 2012 reforms. (Clicks Here)

Download &

Questions

Downloads PDF, saves on PC, reads in detail, has 3 key

questions for clarification.

Will phone TPR to get answer to his questions, or compose

email (if phone line is not open). Depends on how easy it

is to find the phone number.

Gets clarification and answers client’s question.

END

Choose response site:

- TPR Chooses us

- BusinessLink

ICAEW

- Website

- PWC Website

Baz Curnow (28):



Journey name: Reluctant realisation of responsibilities

Step name What does Baz do?

Pub

Conversation with another small business owner, he goes to the

PC and taps in “New laws for employers to pay”. (It can’t be

right, it must not affect me). Google, gets wife to do it

Search

results

2,000 hits on pages. Click on one of the top three and lands on

pension sales page.

re-usable content

for 3rd party

websites.

ChoiceIs confused by list of information to choose from. Decides to

search on a government site – BusinessLink (or FSB)

ECR content or

signposting on BL

& FSB

Compare Goes and asks his mates in the pub what they are doing.

.Too much information on BusinessLink.

Asks accountant for advice.

Risk gaps in info across

all websites. Who

ensures it is all

covered?

Appointm

ent

Accountant says, “You have to have a pension, I’ll set you one

up. Make and appointment.”

Pack

While waiting for appointment – accountant sends him a pack

he downloaded as a PDF from TPR website – highlights

employer duties.

Provide

‘Employers packs’

ConfusedDoes not understand pack at all. Passes the pack and questions

to his wife as he walks out the door.

Pack has

simplified ‘How To’

guides.

Overload

TPR should?

Scheme

reference

number

Receives scheme reference number in post and gives to his wife

to register online. She registers.or BusinessLink

Gets confirmation from mates that they are setting up pensions.

Has appointment with accountant and signs forms to set

pension.

Sanjay Patel (54):



Journey name: finding and recommending appropriate

schemes to clients

Step name What does Sanjay do? TPR should

TriggerReads article in Financial Times saying “Pensions reform

revelation in 2012”

needs to be clear

online info explaining

2012 reforms

elsewhere?

Validates what he has read in his professional communications,

from AIFA or PFS or in the ‘pinks’

provide info and

links to AIFA and

PFS

Sales Offers to review pension provision of existing clients.what constitutes a

qualifying scheme

Scheme is not compliant. He does research with Pru to see if he

can offer compliant scheme to client (for commission). Also

researches Standard Life etc. (works on fee-based, rather than

commission?)

clarify scheme

compliancy rules

GPP

review

sale

Client who employs 30 staff has a GPP for staff of 1 years

service. Asks for review.

TPR

homepa

ge (ECR-

Choose)

TPR website – employer compliance page

“Rules and requirements for ensuring employers have suitable

pension product for 2012” – Clicks here

needs to be easy

to understand

yarnDoes not provide a concise summary.

Phones employer who runs as scheme with Prudential.

Does not get an answer applicable to other client. Goes back

to material from his AIFA, which includes link to TPR summary.

Sends “Flyer” to all clients making them aware of the need, and

to talk talk to him urgently!or BusinessLink

Find

products

Recognized potential to review current compliance across

client base, (pound signs in eyes). Decides to identify compliant

products and % of commission.

Register of

compliant products

available

elsewhere?

Follows up with phone calls and emails with clients. Continues to

pursue selling opportunity.

Ann Cook (45):



Journey name: Keeping professional knowledge up to date to

get the best investment solution for her clients.

Step name What does Ann do? TPR should

email

alert

Respond to email alerts either from in-house knowledge

management functions or from EPR.

Produce newsletter of clients, on investment opportunities on

pension reforms.Elsewhere

What’s

new?

Goes to TPR website – directly from email.

Checks update page.

“What’s new”

with subject

specific updates

Complaint response

TPR responds in a letter to client with information for Ann Elsewhere?

Download Downloads to assess and use again.

Re-

package

content

Uses TPR and other content to formulate a business proposition

for clients. She’s keen to leverage this content to retain and

grow business, and increase her profile within her professional

networks.

Provide copy and

paste tools, send

link etc.

From the info gained from TPR website, puts together a glossy

version product with company logo and key questions that

clients are likely to need to know – contact her for answers.

She starts marketing this.

Has the wrong dates and percentages in her marketing.

Client sends email complaining to TPR.

Risk around quality and

accuracy of 3rd party

content

Corrects product and re-issues to clients.

END


Lay Trustee for MaxValue


Journey name: learning about the trustee role in the scheme

funding process

Step name What does Sylvie do? TPR should

Toolkit bookmark

Follows bookmark to trustee toolkit and is prompted to login. She

has forgotten her password and is short on time.

Self service

password reset is

provided

FrustrationPhones TPR number and is told to “follow instructions on web” to

reset password.

Board

meeting

Agrees with fellow board members, after advice from actuary

on a funding objective. Board prepares to discuss recovery plan

with employer.

Skim

reading

Goes to TPR website to look at trustee pages on scheme

funding. Finds Code of Practice and decides it is too long to

read.

Short FAQ’s

Legal

advice

Gets advice from legal advisor, who tells her it’s actuary’s

responsibilities but she must make decisions.

Meeting

Actuary tells them they need to decide level of risk to take. Also

sets out timetable to achieve deadlines. Tells them about

regulator triggers.

provide info for

actuaries to pass

to clients

ScaredNervous of responsibilities and regulation. Deficit identified in DB

scheme. Recovery plan suggested by actuary.

Scheme funding

regime and

requirements on

TPR website

Agenda

item

Scheme administrator has tabled an agenda item at next

meeting to begin the scheme valuation process. She wants to

read up before the meeting about her role.

1. Wait for meeting with

actuary2. Training notes reviewed

(TTK)3. Google “scheme finding”

Submits

valuationSubmits valuation to TPR online.

Fred Dibbles (45):



Journey name: assesses the impact on his company, registers

his scheme and arranges auto-enrolment

Step name What does Fred do? TPR should

Find it Google search on “auto enrolment”, “pension reform” SEO

Select

from

results

See’s options - top option

“Finding your obligations as an employer for auto enrolment” -

Then clicks

Click

through

Lands at BusinessLink homepage. Confused and looking for

where to go.

same content to

answer this

question, search

needs easy

redirection

Message appears to register your scheme for auto enrolment

duties “Click Here”

Clear signposting

on all hotspots

throughout site –

TPR website should

Looks for something to click on TPR and other HR related sites

(CSPD), that will answer his question.

Need to

register!Gets notification letters from TPR that he needs to register. Personalized TPR

Bookmark Familiar with exchange, so follows bookmark and logs in.

Found what he needed to know on BusinessLink and

subscribed to RSS feed to ensure he is kept up to date with

further news and developments.

Needs to check compliant status of each employee –

opportunity to integrate with payroll?

Calculator for TPR/each

employee/others

ForumDelegates registration to member of staff.

Goes off to play golf for the afternoon.

Opportunity for online

advisers forum to

check regulatory

requirements

What are these?

Scenario’s refined using data from

Customer contacts

Informal expert analysis of current TPR website

Annotations describing

Current experience

Design opportunities

Scenarios

John - what does compliancy mean?

Baz – what’s the least I can do?

Sanjay – selling compliancy assessment

Sanjay – assessing compliancy

Ann – anticipating practice changes

Ann – calculating earnings

Sylvie – DB scheme valuation

Fred – How does auto enrolment work?

What happens next?

User journeys are refined at each customer

contact point

Ideal user journeys

What does compliancy mean? Current Opportunity

Google search for ‘pension schemes suitable for 2012

reforms’

Results include The Pension Service (DWP), Businesslink,

and specific Pension scheme providers. John want to

know how to choose between different schemes so he

ignores the providers. He selects TPR’s website because it

indicates a summary of rules and requirements on how to

assess whether a scheme provides the basis for employer

compliance.

John finds a brief outline of what compliancy with the

2012 reforms means, he notes that currently one client

might not conform because employees have to sign-up

to become members, they are not automatically

enrolled, he makes a note to check this with his client.

John notices printable information for employers that

include time scales and suggested checklist activities.

John prints a copy to use during his conversation with the

client. John makes sure all the other accountants at the

firm know about this handout and asks them to let him

know if it proves useful during client conversations.

One small business client has left an answer machine

message asking John to give him advice on what’s the

cheapest way for his company to comply. John makes

an appointment with the caller and prints some small

business case-studies to use during their meeting.

Small bus client listens to John’s overview of the pension

reforms, responsibilities and steps to compliance. SBC

asks ‘Will I it be economic to employ an IFA to explain all

this to my employees, check and set-up any new

processes or can you do it? John says he’ll check out

more details to see if he can do it. John is confident that

he can set-up the processes, though does not want to

deal with educating the clients employees.

John types ‘educating employees about pension

reforms’ the TPR website is top of the list. John finds

several things that will make employee education really

easy, he can just fill-in the blanks and give the filled-in

templates to his client who can then run his own

educational sessions in what-ever format suites them.

TPR has no

presence on

the first

results page

in either

Google or

Bing

Lengthy TPR

item under

‘about us’

using the

term

‘qualifying

schemes’

Schemes

qualify – not

processes

copy/paste

key text

directly from

web or rely

on provider

produced

materials

SEO for core

educational

topics.

Align SEO strategy

with Businesslink,

DWP, HMRC

Provide social

bookmarking tools

for downloadable

resources

Provide a printable

check-list for

employer

compliance with

timescales, and

suggested

activities in a

‘pack’

Printable case

studies of different

businesses

illustrating the

steps and

timescales to

compliance

Provide

downloadable,

editable,

unbranded,

template

documents for

making employee

presentations

John Sinclair (50):

Accountant: Hewitt Hodgson Ltd


Baz Curnow (28):



What’s the least I can do? Current Opportunity

Baz Googles ‘ small businesses pensions law’

Baz is drawn to an video item in the list telling to story of a

small company that did it quickly and cheaply. He

watches the video.

When the video finishes he notices some Frequently Ask

Questions and scans them to teach get an overview of

the type of problem he might encounter. He reads the

items that look at ways of cost-cutting the overhead like

reducing the number of employees that count as eligible

for enrolment by reducing their time/salary .

Throughout the week Baz asks all the small business

owners he meets what they are planning to do, all of

them know about the changes, most have not yet

planned for it, a few have their accountants or

employed IFA’s to help them choose a good scheme for

their business.

Baz decides to do what he saw in the video and ask his

accountant. He leaves a message on his accountants

answer machine. John, promptly sends Baz a pack. Baz

doesn’t have time to read it before they meet, he gives it

to Lisa to read and tell him what he should know.

At the meeting Baz asks John what’s the least he can do

to stay legal. John uses a diagram overview of the

process steps to talk Baz through what’s involved and

they discuss ways of funding the change.

Baz asks John if he has to pay for an IFA to select a

pension scheme or is that something he and John can

do themselves. John says he’ll look into it.

Baz checks how easy it is to pick a pension scheme by

searching ‘choosing a company pension scheme’ he

quickly realises that he would have to learn too much

and decides to leave the job to John.

John recommends a pension scheme and walks Baz

through why this scheme and what happens next. Baz

asks John to register the scheme online for him and make

sure the auto-enrolment process is working

TPR,

Businesslink,

FSA not in list

– APL and

USA govt

website are.

TPR

information

is all text or

branded

text, even

the case

studies

TPAS

provides

information

and fee

advice on

selecting

pension

schemes

Scheme

returns/levies

currently

happen

through

Exchange

with a

unique login

Location of

scheme

registration

system not

yet decided

SEO strategy

aligned with

Businesslink

Video case-study

comparing a

reluctant small

business that

conformed

efficiently, and

saved money in

the long term with

one that didn’t

bother trying and

ended up paying

more.

Related FAQ’s

placed after case

studies

Information pack

reinforces benefits

of and steps to

compliance

Provide an

overview of the

pensions

landscape

directing people

to comprehensive

existing resources

like TPAS

Registration uses

Govt. Gateway

account with

HMRC or

Businesslink

Auto-enrolment

tracking could be

tied to PAYE

returns systems

Provide

recommended

website text to

partner

organisations.

Sanjay Patel (54):



Selling compliancy assessment Current Opportunity

An FT article suggests that pension providers are taking a

‘wait and see’ approach to the 2012 pensions reforms.

Sanjay’s small business clients have a similar attitude.

Sanjay wants to be able to act quickly to support clients

when the tide changes, and to heard the clients towards

compliancy with the threat of TPR sanctions.

Before phoning clients to offer to review their pension

provision he searches for information that he can use

during the phone-call to sell the idea to his clients. Sanjay

finds a high level overview and some video recordings

outlining potential benefits. He watches the video

recordings and makes notes for specific clients.

Sanjay knows that many of his clients will be sceptical

about some of the benefits portrayed in the videos.

Sanjay looks for descriptions of the sanctions that will

apply for non-compliancy . Sanjay searches the TPR

website for ‘penalties’ the results list is long and offers

Sanjay the opportunity to refine his search, he selects

‘employers’. The information he finds shows the warnings

opportunities to conform and the different forms of

penalties associated with different non-conformance.

Sanjay notes the worst case scenarios. He decides to

make this information into a branded flyer that he can

use to follow-up his phone message with clients that do

not return his call.

Sanjay wants to verify the status of the schemes that his

current clients have in place. He finds a list of compliant

schemes and checks them off against individual clients

as he calls them.

One client with a GPP available to employees with more

than one year’s tenure takes the offer for review.

A week later he sends mail to the clients describing the

upcoming pensions reforms, the benefits, the penalties,

the steps they need take with a personal covering letter

commenting on their existing pension provision

recommending that they contact him about how to

move forward.

Search

results are a

single long

list sortable

by ‘date’

and an

unclear

‘relevance’,

heuristic.

Review

search

results is time

consuming

and difficult

Provide ‘benefits

to employers’

summary

Within-site search

enables easy

interpretation and

refinement of

results.

Provide some form

of register of

schemes that are

consistent with

compliancy

Sanjay Patel (54):



Assessing compliancy Current Opportunity

Sanjay wants to build a checklist of questions that can

guide his discussion with his client and gather the

information he needs to assess their compliancy and

needs. He wants to be able to reuse this checklist of

questions for work for all his clients. He starts his search on

the AIFA website searches for ‘pension reform qualifying

criteria’ and finds some information that points to the TPR

website as a useful resource. On the TPR website Sanjay

finds a list of qualifying criteria that he can use.

Sanjay thinks that the summary information about ‘rules

and regulations’ would be a useful reminder to leave

with clients after he’s left. He copies the content from the

website into a ‘Sound Financial Advisor’ template

information sheet .

Sanjay then compares what he knows about the current

company and it’s pension scheme against the

compliance criteria and steps. he highlights the questions

he needs to ask the client.

Sanjay meets and briefs the client on the benefits to their

company of complying, the penalties associated with

non compliance and highlights the outline steps

necessary for this client to comply. This raises questions

(unknown).

The client agrees to secure Sanjay’s services to ensure he

is compliant and Sanjay agrees to produce a work

contract.

Qualifying

criteria lists

on pension

provider sites

- not TPR

Provide a

compliancy

checklist that can

be used a

discussion format

during client

meetings

Provide clear

information on

how to assess

whether

scheme/employer

qualifies

Frequently Asked

questions about

each step in road

to compliancy

Ann Cook (45):



Anticipating practice changes Current Opportunity

Ann receives an email update from TPR indicating an

upcoming change in the code of practice for Notifiable

events.

Ann clicks on a link in the update reads the detailed

news item reads the high level overview and downloads

a detailed document for her records and to use in

discussion with MaxValue’s HR Manager.

Ann calls MaxValue’s HR manager to discusses the

potential impact on the HR tracking and reporting

systems.

Ann agrees to produce an overview of the implications

of the changes with recommendations for changing

company HR practice and to ensure the HR staff are

aware of and engaged in the process.

Ann creates a Merrell and Briant branded presentation

and handouts and arranges a seminar for MaxValue’s HR

department staff. Ann records questions raised at the

seminar and searches the TPR code of practice for

specific details. She scopes her search to the specific

code of practice, finds the answers, updates her seminar

materials, then circulates the question answers to the

seminar attendees.

(Mistake? Correcting? FSA?)

RSS news

feed is for all

TPR news

announcem

ents

High level

summaries

are (8 scrolls)

long

Downloada

ble

documents

are

available

Code of

practice

pages are

printable

Support calls

are often

solved by

support

navigating

the website

when search

failed the

user

Provide RSS

subscriptions by

topic type

Provide

information that

can easily be

repurposed into

internal emails and

presentations

Enable

categorically

scoped searches

rather than whole

website searches

Ann Cook (45):



Calculating earnings Current Opportunity

Ann knows that the minimum pension contribution for

compliance is 8 per cent of a band of total earnings,

including bonus, commission, and overtime. MaxValue’s

current pension scheme work out contributions using

basic earning excluding bonuses, overtime and

commissions. This means the current scheme may not be

compliant. She wonders what other companies are

doing to self-assess their compliancy for contribution

levels. Ann asks other EBC’s what business processes they

have introduced to ensure the contribution levels are

compliant and what has worked well.

Anne wants to produce a self-certification process for

MaxValue, by completing the certification process on

their behalf she can cut-down the administrative

overhead for the company while maintaining everyone’s

confidence that the system is working as it should be. If

employers are confident their pension contributions for all

members is greater than the minimum, it’s possible no

calculations will need to be carried out.

Searching

by self-

assessment

produces

‘learning’

self

assessments

not

compliancy

self-

assessments

No

information

on TPR

about self

certification

Use account set-

up sign-on as a

route to creating

discussion forums.

Analysis of content

will produce

‘FAQ’s that can by

placed on the

main site


Lay Trustee for MaxValue


DB scheme valuation Current Opportunity

The trustee board meeting has an agenda item to begin

the DB scheme valuation process, the scheme is likely to

be in deficit. Sylvie wants to make sure that she knows

about the scheme valuation process, her responsibilities

and possible action routes before the meeting.

Sylvie follows her bookmark to the trustee toolkit searches

for ‘scheme valuation process’ she finds a relevant toolkit

module and information on TPR. Sylvie doesn’t have time

to complete the whole toolkit module so she decides to

look at the most relevant TPR information. Sylvie checks

her understanding of the scheme valuation process,

realises that she has an understanding of the principles,

but not some of the scheme specific details.

Sylvie phones the company’s legal adviser for

clarification. The legal adviser confirms that the actuary

takes responsibility for the process and the trustees make

the decisions about the level of risk and deadlines. The

actuary should propose a recovery plan.

At the trustee board meeting, using advice from the

actuary they agree on funding objectives to propose to

MaxValue’s management team.

Sylvie submits the scheme valuation to TPR.

Toolkit

website is

distinct

website

Cannot

navigate

from trustee

toolkit to TPR

Tool kit

modules do

not support

‘dipping in’

Toolkit

requires a

password.

Exchange is

used for

Scheme

returns and

requires a

different

password

from Toolkit

Self-tests

included in

the toolkit

Enable search to

include both

toolkit and TPR

website content.

Provide self-

assessment for

understanding the

codes of practice

Provide

opportunity to self-

assess without

account creation

Provide

opportunity to

create account at

the end of self-

assessment

activities

Provide single-sign-

in for one person

across Exchange,

Pensionwise and

the Trustee toolkit

Use an individuals

Government

gateway account

as the single-sign-

on

Enable search

within the toolkit

Actuarial role and

responsibilities

described on TPR

Fred Dibbles (45):



How does auto enrolment work? Current Opportunity

Fred googles ‘auto enrolment’ he selects ‘arranging auto

enrolment’ Fred learns about auto enrolment discovers

that compliancy is dependent on the enrolment status of

employees at any time, its dependent on business

process.

[Business link relationship]

[Registering - part of an Ann scenario]

[Enrolment – Part of an Ann scenario]

[Registration - Does Fred need to register his schemes for

2012?]

Auto

enrolment

produces

software

results

before

pensions; US

results

before UK

No TPR

presence in

results, IFA

online item

costing the

process is

highest in list

TPAS

provides

advice –

unclear

relationship

with TPR

Multiple

different

websites

provide

advice of

differing

detail and

content

Produce a

strategic content

differentiation from

TPAS – leverage

TPAS advice rather

than duplicating

What is this?

The first pass at translating some of the previous work into a useful model for how people would approach using the site

What should I do with this?

Please comment back on it – we will not be offended –this is meant to be a straw man for you to flame – we need your feedback to develop it further

Be as honest as possible – we won’t get offended

Feel free to suggest additions, point out holes

Suggest new content, comment on feasibility of content

production and maintenance

What will happen next?

The model will be modified to incorporate feedback

The model will be used to inform the Information architecture of the site

The model will assist with wireframe generation, and content provision

Mental models

John

•Is this the official site

•How up to date is the information

•Is this the best site for me? Or is there an alternative

Is this site for me?

Home page – clear signposting and messaging

•Address bar(home page –mainly?)

•Google search for ‘pension schemes for 2012 conformance’

Basic requirements

Main routes in:

•Notification of legal changes

•Prompt replies to clients’ legal questions

•To run test calculations

•Plain language client materials (support)

1 of 3

•Will this answer my clients questions?

•Will this support me, supporting them?

•Can I reference this site to my client?

•What will my clients be likely to know already?

Is this for my client?

•What are the aims of the reforms?

•What are the basic rules and timings?

•What makes a compliant scheme?

•How can I assess whether a current scheme is compliant?

•What is the timetable for all this?

•How is this going to be policed/enforced?

•How is this all going to be communicated to employers?

Intermediaries page

News (current) potentially specific

Employers section

Checklist

Give me the basics

Intermediaries page

Timetable

Top level basics brochure

Communication plan

John 2 of 3

Give me more depthHow should my client go about it

Help me ‘sell it’

•What is my role in all this?

•Should I be offering advice/guidance?

•When should I be acting?

•Should I be pro-active or wait for client enquiries?

•Will this change current advice I give?

•What do I need to know?

•How much do I really need to do my job well?

•Do I need to learn anything fundamentally new?

•Do I need specialist advice or training?

•How will they communicate it to their staff

•How will automatic enrolment work from a practical level

•How should clients approach opting out? How should I communicate this (avoiding inducements/coertion)

•How is this going to be policed?

•What communications can they expect from TPR?

•How should they find/select a qualifying scheme?

•What are the benefits?

•What are the costs?

•Where should I point my clients to online – will they understand it

•Is there downloadable material in easy to understand format

•What general communications will there be? TV/letters/email – let me know what they have seen!

•What do the majority of employers do now?

•What is their likely attitude and reaction?

•What are the majority of employers going to do?

Intermediaries case study?

What is my role?

•Who needs to be enrolled –what are the rules? How should temporary, overseas workers be dealt with?

•How does a scheme qualify? Existing DC/DB? Overseas?

•How will automatic enrolment work (from a practical level)

•How does the phasing of contributions work?

•What records need to be kept – whose responsibility is it?

•What are the penalties, how will enforcement work etc.

Intermediaries personas

employers case study

Employers persona

Your role? How you can help

Brochure (employees)

Brochure (employers)

Employers section

Employees (members) section

In depth documents

Guidance

Codes of practice


Communication plan

Communications materials

Employers persona


Facts and figures

News on uptake etc.

John 2 of 2

•Can I ask specific questions? Online – preferably by phone

•Can I make specific calculations based on my clients circumstances

•What is it going to cost my client?

•Can I refer my client to TPR specialists?

Give me specific help

•How will I be kept up to date with any changes?

•Will I be informed of communications to employers?

•Will I be notified of news

•Can I tailor the notifications?

Keep me informed

Phone line

Email help

Discussion forum

FAQ – scenario based

Calculator widget

Newsletter / alert

RSS

News

•Register

•Respond to enforcement letters from clients

•Enrol members

Action

register

Enrolment procedure

•Do I really have to do this?

•How much bite do they really have?

•When do I have to act?

•Does this apply to me?

•How much will this cost me?

•Is there a financial benefit?

•How will I fund this?

•How do I stop the enforcement?

•What is the easiest / cheapest?

Baz

•Does this look like the letter?

•Is it the official site? Do I trust the information here

•Will I understand it at all?

•Is this all for big businesses? –mine is only small


Convince me

Homepage – clear signposting and messaging (official, authority)

•Letter (ignores the first 2?)

•Via wife (print outs important)

Basic requirements

Main routes in:

•As little as possible

•Pushing / prompting

•Simple info – clear and persuasive

•Authority

•Info to ask the right questions of advisors / instruct wife

Employers homepage / landing page – clear and unintimidating – authority

Case studies (bullet point, scenario, recognition Small bus) – VIDEO content

Timetable of action

Persona quotations (images, recognition)

1 of 1

Letters of enforcement (recognition and clear next stages)

•What do I do next?


•Who can help me?

•How can I find them?

•Will TPR help me?

•Can I delay? When?

•Once done – do I have to deal with it again

•Once done – how do I know I am sorted?

What to do next

News (enforcement actions)

News (positives)

Step by step action plan

Help on selection of advisors

Clear options (different ways to comply – clear action – pros and cons)

Checklist?

Register (check against database)

Print brochure – all of above in part (for wife and friends) – download – email (wife, contacts)

Glossary

Sanjay







•Google search

Basic requirements

Main routes in:

•Illustrative and clear documentation to take clients through in face to face meetings (and leave them with)

•Something to make employers aware of their upcoming pension responsibilities (and to combat their scepticism)

1 of 3

•Will this answer my clients questions?

•Will this support me, supporting them?

•Can I reference this site to my client?

•What will my clients be likely to know already?

Is this for my client?







•How is this all going to be communicated to employers?

Intermediaries page

News (current) potentially specific

Employers section

Checklist

Give me the basics

Intermediaries page

Timetable


Communication plan

NB: as for John

2 of 3

Give me more depthHow should my client go about it

Help me ‘sell it’


•Should I be offering advice/guidance?


•Should I be pro-active or wait for client enquiries?

•Will this change current advice I give?



•Do I need to learn anything fundamentally new?


•How will they communicate it to their staff

•How will automatic enrolment work from a practical level

•How should clients approach opting out? How should I communicate this (avoiding inducements/coertion)

•How is this going to be policed?

•What communications can they expect from TPR?

•How should they find/select a qualifying scheme?

•What are the benefits?

•What are the costs?

•Where should I point my clients to online – will they understand it

•Is there downloadable material in easy to understand format

•What general communications will there be? TV/letters/email – let me know what they have seen!

•What do the majority of employers do now?

•What is their likely attitude and reaction?

•What are the majority of employers going to do?

Intermediaries case study?

What is my role?







Intermediaries personas


Employers persona

Your role? How you can help



Employers section

Employees (members) section

In depth documents

Guidance

Codes of practice


Communication plan


Employers persona


Facts and figures

News on uptake etc.

Sanjay

2 of 2

•Can I ask specific questions? Online – preferably by phone

•Can I make specific calculations based on my clients circumstances

•What is it going to cost my client?

•Can I refer my client to TPR specialists?

Give me specific help

•How will I be kept up to date with any changes?

•Will I be informed of communications to employers?

•Will I be notified of news

•Can I tailor the notifications?

Keep me informed

Phone line

Email help

Discussion forum

FAQ – scenario based

Calculator widget

Newsletter / alert

RSS

News

•Register

•Respond to enforcement letters from clients

•Enrol members

Action

Register?????

Enrolment procedure????

Sanjay

Anne...

As for John and Sanjay

...but more access to detailed documents

...more reliance on search

...less about selling and more about understanding

Sylvie





Home page


•Google search for ‘help for trustees’

Basic requirements

Main routes in:

•Greater understanding of TPR's role and how it can support her

•Understanding of the trustee role and obligations

•Advance warning of changes to legislation

•Easy to understand materials to support communications with scheme members

1 of 2

•What are my responsibilities

•How much time should I be spending

•How should I interact with others

•Can I get everything I need

•How do I find out about changes that will affect me?

trustees page

•What help is there?

•How long is it going to take?

•Can I take a course?

•Can I get personal help and training?

Will it help my trustee role?

News

Trustee toolkit

Email help

Telephone line

My trustee role

Codes of practice

Guidance

Search

About TPR

News

Newsletter

Sylvie 2 of 3

•Do changes affect my scheme? Open, closed DC DB etc...

•Do I have to do anything?

•Whose responsibility is it?

•Should I take a role in informing the management?

•Will this affect me at all?

•What is the trusee role in ECR

Checklist

Do the changes affect me?







trustees personas?

In depth documents

Guidance

Codes of practice







The basics of ECR

Checklist

Timetable


Detailed information

search

•What should I tell my employers

•How should I communicate to scheme members?

How can I communicate

this to others?


Brochure (members)

Specific site sections

Fred

•Is this the official site – do I trust this information



•Does this look like the letter (TV or other ad)

•Is this relevant to my company



•Address bar(home page –mainly?) – pointed to by advisor

•Response to letter

Basic requirements

Main routes in:

•Will the current scheme meet the criteria?

•What do other companies provide?

•Will I have to wind-up the current stakeholder scheme and start a new one?

•What types of pension, what types of risk should we go for?

•Will the contracting staff be eligible?

•When do we have to bring in a compliant scheme and how does that affect part timers?

•How long will it take to implement?

1 of 3




•How can I assess whether our current schemes are compliant?


•How is this all going to be communicated to employers? And employees

Intermediaries page

News (current)

Employers section

Checklist

Give me the basics

employers page

Timetable


Communication plan

•Do I really have to do this?

•When do I have to act?

•Does this apply to me?

•How much will this cost me?

•Is there a financial benefit?

•How will I fund this?


•What is the best option for me

•What is the best option for my employees

Convince me

Employers case studies

Fred 2 of 3

Give me more depth


•How do I communicate this to my directors?





Employers case study

What is my role?







Guidance

Codes of practice


Communication plan


newsletter

Facts and figures

News on uptake etc.

•What communications can we expect from TPR?

•How do I keep up to date with any changes

What to do next

•How Should I communicate to staff?

•How should I communicate to the directors?

•How will automatic enrolment work from a practical level?

•How do I select a qualifying

scheme?

•How do I check my existing schemes

•Should I act now?

•How do I register and enrol

•Do my advisors know about this? How should I tell them?

Keep me informed


In depth documents


register

Timelines

Wireframes needed:

Must have

Search template –support searching by categories, other ways to refine search results

Adds significant value

Quiz - Self knowledge-assessment test (aligns with TPR ‘Educate’ goal)

Account creation – sign-up, creation of a profile by selection of interest for RSS feeds, and likely

activities etc)

Nice to have

Live technical Q/A?

Special notes

Employee enrolment out of scope [Dan - verbal]

Scheme registration out of scope [Dan - verbal]

Personae-journeys-mental-models-Pensions-Regulator

Documents

Transcript of Personae-journeys-mental-models-Pensions-Regulator