Target demographic: Individuals who are interested in retirement planning, aged 30-60.
Sample size: Aim for at least 50 participants per website (NerdWallet and Charles Schwab), resulting in a total of 100 participants.
SUPR-Q (Standardized User Experience Percentile Rank Questionnaire): Measures the user experience and satisfaction.
UX-Lite: Provides a quick assessment of the user experience.
Likelihood to recommend: Measures the participants’ likelihood to recommend the website.
Confidence: Assesses participants’ confidence in finding retirement planning information.
Brand attitude: Evaluates participants’ perception and attitude towards the brand.
Task 1: Find basic educational information about how to begin planning for retirement.
Task 2: Find what kinds of products or services might be included in a retirement plan.
Task 3: Identify where to look for information to help make savings last in retirement.
Screen participants based on age, interest in retirement planning, and familiarity with NerdWallet and Charles Schwab.
Obtain informed consent from participants.
Collect demographic information (age, gender, income, etc.).
Determine participants’ familiarity with NerdWallet and Charles Schwab.
Gather participants’ prior experience and knowledge of retirement planning.
Randomly assign participants to one of two groups: Group A (NerdWallet) and Group B (Charles Schwab).
Provide participants with clear instructions for the study.
Inform participants about the tasks they need to complete and their objectives.
Encourage participants to think aloud while performing the tasks.
Allow participants to navigate the assigned website to complete the tasks.
Monitor and record participants’ interactions, including mouse movements and clicks.
Measure participants’ satisfaction using SUPR-Q and UX-Lite.
Assess participants’ likelihood to recommend the website.
Evaluate participants’ confidence in finding retirement planning information.
Capture participants’ brand attitude towards the website.
Analyze quantitative data using appropriate statistical techniques (e.g., t-tests, chi-square tests) to compare the metrics between the two groups.
Analyze qualitative data from participants’ think-aloud sessions to identify common issues or usability problems.
Summarize the findings from the study, including the comparison of metrics between NerdWallet and Charles Schwab.
Present the results in a clear and concise manner, including visualizations if applicable.
Provide actionable recommendations for each website based on the research findings.
Note: The unmoderated nature of this study means that participants will not have a moderator present to assist them or answer questions. They will rely solely on their own abilities to complete the tasks.