Delivering a new, more user centered website, refreshing the brand, extensive IA and all UX, UI and commissioning and overseeing the technical build
The Pensions Advisory Service website had evolved over the years. Large parts of it were broken, information was hard to find. Some of the writing was complex legalese and as such impenetrable for users. The service is vital (and increasingly so with changes to the state pension, pension deficit, longevity, auto-enrolment) but the brand looked confused, old fashioned and didn’t reflect the expertise and desire to help that is there.
People feel out of control of their pensions. And often feel let down by the performance. This all in a climate of skepticism when it comes to financial services brands. Pensions are complicated. We needed to make them simple.
There are three core parts to their offering:
1. detailed and definitive pension information,
2. sorting out problems with pensions and pension providers
3. general help and advice.
The result is a more creative led website with a clear social media content strategy in place.