The UK based insurance and travel company launched their membership programme dedicated to over 50s existing customers six months earlier. The Digital Marketing Team however lack in understanding this age group digital behaviours and preferences and hired me to find out more and support marketing and digital design decisions.
Sourcing information from International and National stats, I have initially run a desktop research to understand over 50s consumers behaviours and preferences. I have then presented the outcomes of the analysis with recommendations to the Digital Marketing management board.
To gather real users feedback, I have recruited existing customers to create a permanent User research panel to run qualitative and quantitative researches as well as user testing.
Members have been recruited matching the overall demographic composition (Age groups, locations, gender). A high number of positive responses have been collected. As a result the User Research Panel created and validated.
Once the User Research panel has been created with real customers, I’ve planned and launched targeted online surveys to provide a deep understanding of behaviours and attitudes of demographics and product related user groups.
I’ve also launched an online survey to understand customer preferences about membership offers, with the purpose to define a better online categorisation and navigation, but also to support the Marketing team in provisioning the most required offers to their members.
Because the use of mobile devices has emerged to be prioritised by users compared desktop ones, a specific research has been run to better understand main tasks.
Emerged data have also been used to considering the development of a dedicated Mobile App
I’ve also consulted on digital customer experience best practices.
As a results of the mobile and categorisation survey, I’ve provided recommendation about information architecture, navigation system, interaction design and designed relevant user journeys and wireframes.
Finally, by the use of clickable prototypes, I’ve run in house user testing and provided final feedback to Digital Marketing team.