The Money Advice Service had several comparison tables catering for the myriad of existing ways in which you could invest money. This overly complex setup meant that a true comparison between savings types was next to impossible without opening multiple browser tabs, entering identical data and then cross-referencing across. This unwieldy method was not a good user experience – especially as the technology to compare across the whole marketplace was there already.
The Money Advice Service has decided the bring its flagship product, the FSA Annuity Comparison Tables, into the twenty-first century and refocus the user journey and narrative around educating its audience. The main challenge was in the vast array of complex options available and getting across the impact of those choices in this once-in-a-lifetime decision.