TPT Retirement Solutions: Building Confidence Through Personalised Experiences
Image credit: TPT Retirement Solutions
The Challenge
As TPT Retirement Solutions prepared to launch a new brand, they needed a website that would serve as the cornerstone of their communications. The goal was to create a digital platform that reflects their commitment to helping employers navigate the complexities of the pensions market, while empowering pension members to make informed decisions. It needed to showcase TPT’s evolving proposition and deliver exceptional experiences for a range of audiences.
The Obstacles
Multiple User Journeys: TPT serves a diverse audience—including employers, pension scheme members, and financial advisers—all with very different needs. Creating tailored, friction-free journeys for each group was essential.
Complex Terminology: Pension language is often dense and technical. The existing content used internal, industry-specific terms that were difficult for users to understand. This needed to be rewritten to support clarity and trust, without losing accuracy.
Accessibility and SEO: The platform had to meet WCAG 2.1 accessibility standards to ensure it was inclusive to all users, including those with visual, cognitive, or motor impairments. It also needed a stronger SEO strategy to improve search visibility and support the brand’s digital reach.
The Approach
Our approach was rooted in agile discovery and iterative design, ensuring user needs, business goals, and technical feasibility were aligned throughout.
I led the end-to-end discovery including: accessibility, UX design, research, content strategy, and service design workstreams; shaping a joined-up experience across both the public site and the member portal.
Research and Insight: We began with a focused discovery phase, using agile methods to rapidly gather and test insights from scheme members, employers, and internal stakeholders. This helped us define clear user personas and prioritise features and content around real user needs.
Information Architecture: We restructured the site to guide users toward relevant tools and content, removing friction from discovery to conversion.
Clear, Inclusive Content: Working with TPT’s subject matter experts, we translated complex pension language into clear, accessible content that supported understanding and trust.
Personalisation and Segmentation: We tailored journeys for both logged-in users and new visitors. For organic users, we used audience segmentation to serve relevant content based on user type—whether member, employer, or adviser—ensuring a more intuitive, supportive experience from the outset.
Member Portal Redesign: We completely rebuilt the logged-in experience, delivering personalised dashboards and tools that helped users better understand and manage their pension.
Visual and UX Design: We developed a clean, professional interface aligned with TPT’s new brand—designed to reassure users and provide a seamless experience.
Accessibility at the Core: Accessibility was embedded from day one. I worked with experts to ensure the site met WCAG 2.1 Level AA standards, supported by inclusive user testing.
SEO and Performance: We embedded a content strategy that improved visibility, and optimised technical performance across all devices.
The People Behind the Success
This was a truly collaborative effort that brought together multidisciplinary expertise.
UX and Content Designers: My team translated insights into intuitive journeys and accessible, trustworthy content that helped users act with confidence.
User Researchers: Their work grounded the project in real needs. From interviews to usability testing, their findings kept us focused on what mattered most.
Accessibility Consultants: From early discovery through to final QA, accessibility experts helped embed inclusive design into every step of the process.
Developers: Our tech team turned prototypes into a high-performing, responsive platform, supporting personalisation and future scalability.
Stakeholders and SMEs: We worked in close partnership with TPT’s internal teams to make sure the platform reflected their vision and delivered measurable value.
The Outcome
The result is a scalable, future-ready platform that’s already delivering results:
Award Recognition: The website was shortlisted for ‘Best Website’ at the Investment Marketing and Innovation Awards 2024.
Enhanced Engagement: Personalised journeys and segmented content increased time on site and improved user satisfaction.
Improved Accessibility: The site now meets WCAG 2.1 Level AA standards, creating a more inclusive experience across all devices.
Scalability: With a flexible platform and modular design system in place, TPT is equipped to evolve the site as needs change.
Stronger Search Visibility: SEO improvements boosted rankings and increased organic traffic, particularly for member-focused and educational content.
Conclusion
This project was about much more than launching a new website, it was about transforming how TPT communicates and connects with its customers. By putting real user needs at the heart of every decision, and taking a collaborative, insight-led approach, we helped create a digital experience that reflects TPT’s vision and values.
The platform is not only fit for today’s users, it’s ready for tomorrow’s growth.
