Captrust Nonqualified is a site that I designed for Captrust Financial Advisors with one main purpose in mind: Get people into the office to sit down and discuss nonqualified deferred compensation plans. Clearly this is easier said than done, so how would we provide site users with the motivation to take the step from the web to the board room?
The answer came in a series of easy-to-navigate tests that the user could take, asking 10 quick questions about nonqualified plans, in an effort to guage their current understanding of the matter. After the test is taken, users are shown their score as well as detailed explanations of the answers that they could receive via email. Our hope was that potential customers could quickly engage now and view the gaps in their understanding at a later time when they could pore over the information in detail.
The answer came in a series of easy-to-navigate tests that the user could take, asking 10 quick questions about nonqualified plans, in an effort to guage their current understanding of the matter. After the test is taken, users are shown their score as well as detailed explanations of the answers that they could receive via email. Our hope was that potential customers could quickly engage now and view the gaps in their understanding at a later time when they could pore over the information in detail.
A clean and minimalistic look was one of the main foci of the project. Captrust wanted users to get their information without any extranneous data or images.
Three "tests" were implemented into the site in order to help guage their current understanding of nonqualified plans, in the hopes that it would encourage users to come into the main office and learn more.
The goal of the nonqualified tests was simple: get users actively involved, reveal knowledge gaps, and get them on their way while providing them with the opportunity to better their understanding.
Because of the nature of the "fast-and-easy" tests, it only seemed fitting to provide users with a mobile experience.
