The challenge

The client’s pension arrangements were highly complex, spanning multiple Defined Benefit (DB) and Defined Contribution (DC) schemes, varied joining dates, and distinct member groups (active, deferred, and pensioner). Members had to navigate several disjointed websites, each with inconsistent layouts and language. This fragmented experience created confusion, reduced trust in the information provided, and drove large volumes of basic enquiries to the support team, many of which could have been resolved through effective self-service.

Strategy

The goal was to create a single, centralised digital hub for all members, regardless of scheme type. The strategy was to consolidate fragmented information into one accessible platform, using research to guide content hierarchy, navigation, and tone of voice. The member survey and persona development was key to ensuring the site worked for a diverse audience with very different needs.

My role

• Survey design & insights: Designed and analysed a member survey, extracting insights that shaped content priorities and persona development.
• Content strategy: Contributed to the content framework, ensuring clarity across DB and DC arrangements and tailoring information for different member types.
• Content development: Produced and refined copy for key sections (e.g. investment options, retirement planning, FAQs), writing, editing, and testing 20–30 pages (≈25% of the site) to transform complex pension details into clear, member-friendly language.
• Stakeholder collaboration: Partnered with senior stakeholders and design teams to align on compliance, accessibility, and brand consistency.

Execution

• Consolidated multiple legacy websites into one central hub.
• Designed navigation around member journeys, with categories such as “Manage your pension,” “Your investments,” and “FAQs.”
• Embedded accessibility features (screen reader compatibility, high-contrast text, flexible font sizes, captioned multimedia) to ensure inclusivity.
• Introduced personalisation, prompting members to select their type (active, deferred, pensioner) so content adapts to their needs.
• Coordinated with design and technical teams to deliver a consistent, compliant user experience.

Results/impact

• +58% traffic: The new hub outperformed all legacy sites combined within six months.
• Fewer queries: Higher web use, downloads, and portal registrations aligned with a drop in basic call-centre calls.
• Award-winning: Recognised with the 2025 Pension Scheme Communication Award at the Pensions Age Awards.

Learnings