10 golden rules for online tools
TRANSCRIPT
10 golden rules for online toolsHenriëtte Raap & Djaja Ottenhof
April 2016
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Introductory video
10 golden rules for online tools
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StatementIn 10 years all personal financematters will be dealt with online.
DISAGREEAGREE
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We do share a perspective from the developed world.
10 golden rules for online tools
Source: International Telecommunications Union.
Internet users per 100 inhabitants
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1. Personalise
10 golden rules for online tools
At what age would you be able to retire in the Netherlands?
• http://www.pensionage.nl
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1. Personalise
10 golden rules for online tools
Engage the target group:
• Is it their world? Develop and test with focus groups.
• How to provide reality-checks? Transfer into reality via workshops.
• Basic competences trained in game, reflected and strengthened in workshops.
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2. Identify the target group
10 golden rules for online tools
The more specific the target group, the better will be the performance of a tool.
Source: exactitudes.com
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Question
What groups need special attention in the field of financial literacy in your country?
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3. Offer something actionable
10 golden rules for online tools
1.Links to other websites.
2.More in-depth information.
3.Make an appointment with yourself.
There has to be a call to action and somethingusers can actually do. What can we offer?
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3. Offer something actionable
10 golden rules for online tools
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3. Offer something actionable
10 golden rules for online tools
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Our tools are fully responsive:
4. Create a seamless user experience
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4. Create a seamless user experienceWe load test. When we have to scale up, our site moves to the cloud.
We use simple domain names.
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Question
Would you like to share an example of a site or service you really like to use?
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5. Use simple but not oversimplified language
10 golden rules for online tools
1 in 3 Dutch think they can use their pension statement to calculate the net wealth in their house *.* Bogus question in AFM study.
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5. Use simple but not oversimplified language• No difficult/challenging vocabulary• Short sentences• Use informal form of address• Straightforward questions
Avoid ‘tripover’ questions
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6. Match and manage expectations
10 golden rules for online tools
• A few basic questions? -> Simple but practical output will do.• Do you fill in a lot of detailed information? -> You expect in-depth
output.
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6. Match and manage expectations• Question: Do you have children? What age?• Result: You are entitled to child benefits because you have two young
children. Your eldest child can get a study loan.
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7. Make use of behavioral insights
Source: zelfjeschuldenregelen.nl
Self-efficacy & goals in small steps
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7. Make use of behavioral insightsNorms
Source: zelfjeschuldenregelen.nl
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7. Make use of behavioral insights
Source: zelfjeschuldenregelen.nl
Herding behaviour
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7. Make use of behavioral insights
Source: zelfjeschuldenregelen.nl
Default
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7. Make use of behavioral insights
10 golden rules for online tools
Default
Source: zelfjeschuldenregelen.nl
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8. Beware of big brother, but use your authority
10 golden rules for online tools
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Question
Who would be best positioned to provide information about finance in your country?
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9. Make use of current events
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9. Make use of current events
10 golden rules for online tools
Tool use:↑540%
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10. Work with partners
10 golden rules for online tools
Shape and realise ideas:
• Which stakeholders should be on board? Target group and experts in educational topic, accept an independent learning approach.
• How to fully commit partners? Proof need within society and target group,
• Independent private and state financing, readiness to assume risk.
+ +
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10. Work with partners
10 golden rules for online tools
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When will you be able to retire?
10 golden rules for online tools
Your average retirement age:
69 years, 9 months
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10 golden rules for online tools