1. Personas,
their scenarios,
ideal journeys and
mental models
24th August 2009
Web Experience Model

2. What is here?
 Personas for TPR website redesign 2012
 Main scenarios
 Ideal website user journeys
 Mental models for the main persona
2
Content

3. 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

4. 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

5. 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

6. Reputation
valued
Reputation
unimportant
High staff
turnover
Low staff
turnover
Kept in the
dark
Got the full
picture
Personal
accounts
Complex fund
No pension
Compliant
scheme
Can’t afford Can afford
Opportunity Constraint
Paper systems Online systems
Separate
transaction
Ongoing
relationship
Generalist Specialist
Risk averse
Risk
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

7. John Sinclair (50):
Hewitt Hodgson Ltd
Balancing the numbers
Mood board

8. Reputation
valued
Reputation
unimportant
High staff
turnover
Low staff
turnover
Kept in the
dark
Got the full
picture
Personal
accounts
Complex fund
No pension
Compliant
scheme
Can’t afford Can afford
Opportunity Constraint
Paper systems Online systems
Separate
transaction
Ongoing
relationship
Generalist Specialist
Risk averse
Risk
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:
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 TV
2 weeks in Majorca
Work clothes
Logos
Lager
Listed on yell.com
otherwise not interested
The Sun
White Ford Transit
Sky Sports, Top Gear
His Dad/Grandad
Safe music, not too loud
ipod
Employer

9. Baz Curnow (34):
Owner of Curnow Builders
Avoiding extra burden
Mood board

10. Reputation
valued
Reputation
unimportant
High staff
turnover
Low staff
turnover
Kept in the
dark
Got the full
picture
Personal
accounts
Complex fund
No pension
Compliant
scheme
Can’t afford Can afford
Opportunity Constraint
Paper systems Online systems
Separate
transaction
Ongoing
relationship
Generalist Specialist
Risk averse
Risk
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:
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 regular
email 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 that
he 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

11. Sanjay Patel (54):
Sound Financial Adviser
What’s in it for my company?
Mood board

12. Reputation
valued
Reputation
unimportant
High staff
turnover
Low staff
turnover
Kept in the
dark
Got the full
picture
Personal
accounts
Complex fund
No pension
Compliant
scheme
Can’t afford Can afford
Opportunity Constraint
Paper systems Online systems
Separate
transaction
Ongoing
relationship
Generalist Specialist
Risk averse
Risk
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:
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

13. Ann Cook (45):
Employee Benefits Consultant
Making the investment efficient
Mood board

14. Reputation
valued
Reputation
unimportant
High staff
turnover
Low staff
turnover
Kept in the
dark
Got the full
picture
Personal
accounts
Complex fund
No pension
Compliant
scheme
Can’t afford Can afford
Opportunity Constraint
Paper systems Online systems
Separate
transaction
Ongoing
relationship
Generalist Specialist
Risk averse
Risk
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:
Sylvie became a trustee for the company’s DB
pension scheme in 2007 . The scheme is now
closed 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 *

15. Sylvie Thompson (60):
Lay Trustee for MaxValue stores
Finding time for my trustee role
Mood board

16. Reputation
valued
Reputation
unimportant
High staff
turnover
Low staff
turnover
Kept in the
dark
Got the full
picture
Personal
accounts
Complex fund
No pension
Compliant
scheme
Can’t afford Can afford
Opportunity Constraint
Paper systems Online systems
Separate
transaction
Ongoing
relationship
Generalist Specialist
Risk averse
Risk
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:
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

17. Fred Dibbles (45):
HR Director of Retail services
Performance is everything
Mood board

18. 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

19. John Sinclair (50):
Accountant
Balancing the numbers
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

20. Baz Curnow (28):
Owner of Curnow Builders
Avoiding extra burden
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.
Choice
Is 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’
Confused
Does 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.

21. Sanjay Patel (54):
Sound Financial Adviser
What’s in it for my company?
Journey name: finding and recommending appropriate
schemes to clients
Step name What does Sanjay do? TPR should
Trigger
Reads 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
yarn
Does 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.

22. Ann Cook (45):
Employee Benefits Consultant
Making the investment efficient
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

23. Sylvie Thompson (60):
Lay Trustee for MaxValue
Finding time for my trustee role
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
Frustration
Phones 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
Scared
Nervous 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
actuary
2. Training notes reviewed
(TTK)
3. Google “scheme finding”
Submits
valuation
Submits valuation to TPR online.

24. Fred Dibbles (45):
HR Director of Retail services
Performance is everything
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
Forum
Delegates registration to member of staff.
Goes off to play golf for the afternoon.
Opportunity for online
advisers forum to
check regulatory
requirements

25. 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

26. 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
Balancing the numbers

27. Baz Curnow (28):
Owner of Curnow Builders
Avoiding extra burden
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.

28. Sanjay Patel (54):
Sound Financial Adviser
What’s in it for my company?
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

29. Sanjay Patel (54):
Sound Financial Adviser
What’s in it for my company?
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

30. Ann Cook (45):
Employee Benefits Consultant
Making the investment efficient
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

31. Ann Cook (45):
Employee Benefits Consultant
Making the investment efficient
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

32. Sylvie Thompson (60):
Lay Trustee for MaxValue
Finding time for my trustee role
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

33. Fred Dibbles (45):
HR Director of Retail services
Performance is everything
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

34. 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

35. 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

36. John 2 of 3
Give me more depth
How 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
Brochure (employees)
Communication plan
Communications materials
Employers persona
employers case study
Facts and figures
News on uptake etc.

37. 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

38. •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
Is this site for me?
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?
•How do I stop the
enforcement?
•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

39. Sanjay
•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
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?
•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
NB: as for John

40. 2 of 3
Give me more depth
How 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
Brochure (employees)
Communication plan
Communications materials
Employers persona
employers case study
Facts and figures
News on uptake etc.
Sanjay

41. 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

42. Anne...
As for John and Sanjay
...but more access to detailed documents
...more reliance on search
...less about selling and more about understanding

43. Sylvie
•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
•Address bar
(home page –
mainly?)
•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

44. 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?
•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.
trustees personas?
In depth documents
Guidance
Codes of practice
•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?
The basics of ECR
Checklist
Timetable
Top level basics brochure
Detailed information
search
•What should I tell my
employers
•How should I communicate
to scheme members?
How can I communicate
this to others?
Brochure (employers)
Brochure (members)
Specific site sections

45. Fred
•Is this the official site – do I
trust this information
•How up to date is the
information
•Is this the best site for me? Or
is there an alternative
•Does this look like the letter
(TV or other ad)
•Is this relevant to my
company
Is this site for me?
Home page – clear signposting and messaging
•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
•What are the aims of the
reforms?
•What are the basic rules and
timings?
•What makes a compliant
scheme?
•How can I assess whether our
current schemes are
compliant?
•What is the timetable for all
this?
•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
Top level basics brochure
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?
•How do I stop the
enforcement?
•What is the best option for
me
•What is the best option for
my employees
Convince me
Employers case studies

46. Fred 2 of 3
Give me more depth
•What is my role in all this?
•How do I communicate this
to my directors?
•When should I be acting?
•What do I need to know?
•How much do I really need
to do my job well?
•Do I need specialist advice
or training?
Employers 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.
Guidance
Codes of practice
Brochure (employers)
Communication plan
Communications materials
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
Brochure (employers)
In depth documents
Brochure (employees)
register
Timelines

47. 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]