Military Retirement Blueprint
UX Case Study
Redesigned Sitemap | Project Management | UX Client
Project Overview
The goal of the Military Retirement Blueprint is to empower retiring military officers with the necessary tools and information to effectively plan and manage their retirement. Scott and Jen, the founders of US VetWealth and creators of the Military Retirement Blueprint is using the Mighty Networks platform to host their wealth solutions for military transitioning retirees.
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My Role
UX Design, UX Research, and Project Management
Client
Scott Tucker and Jen Amos Tucker, Founders of the US VetWealth and the Military Retirement Blueprint
Goal
Improve the user experience on Mighty Networks Platform for their members
The Problem
Users on the Military Retirement's Mighty Networks platform expressed being overwhelmed and not able to find the solutions when the signed up to the online portal.
What am I looking at?
Where do I start?
List of starting issues:
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Too many features and buttons
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Too many categories and redundant wording
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Lack of focus and clarity for user experience
The Solution
Enhance user experience for new members joining the platform. Address usability issues through user testing and site map redesign to improve navigation, and ensure that the platform's messaging is clear and easily understandable.
Conduct User Testing
Enlist existing users of the platform and identify of pain points, usability challenges, and areas of confusion. By gathering valuable feedback directly from users and report back to client.
Redesign Sitemap
Based on the findings from user testing, redesign the sitemap to create a more intuitive and easy-to-use navigation system. Consider user preferences, prioritize essential features and information, and ensure a logical flow throughout the platform.
Design Thinking Process
Used an adaptive design thinking process, allowing for continuous testing, feedback, and improvement. Consult with client early on and inform user insights incorporated into the redesign, and any issues or challenges are addressed promptly.
User Testing Plan
1. Enlist Participants
Existing users of the Military Retirement Blueprint on the Mighty Networks Platform and with a military background
2. Remote Testing and Equipment
Scheduled 1-on-1 remote testing on Zoom with participants and had Jen (client) to join in as an observer
3. Conduct and Analyze Testing
User testing revolved around simple navigational tasks such as find wealth solutions, download new book, and how would you navigate through the platform
Keith
Male, 45-55, military retiree spouse, used platform over a year, tech savvy
James
Male, 40-50 years old, military retiree and veteran served over 20 years, less than a week on platform, desktop user
Bobby
Male, 50-60 years old, transitioning military retiree, one month user of platform, desktop user
Additional Challenge
While I was organizing the user testing schedule, the client was getting ready to launch a new book on the platform, and they were eager to release it as soon as possible. However, this posed a potential obstacle to the user testing process, as we still needed to address the initial sitemap navigation issues.
Test
Test As-We-Go
Iterate
Rather than delaying the redesign of the sitemap until after completing all the testing, I opted for an adaptive approach by collaborating with the client to test as-we-go. We made changes to the platform while incorporating the new book, simultaneously focusing on improving member navigation. This allowed us to tackle both initiatives concurrently and ensure a seamless user experience.
User Testing
User Test 1
Keith
Task 01
Find a Wealth Solution
Keith spent over a minute to find a wealth solution but could not find since it was hidden within a tab
Task 02
Schedule Consultation
Keith was not able to complete task as he was overwhelmed by the different features and buttons.
Task 03
Join an Event
Keith had a difficult time with the task as there were multiple event tabs to select from.
80%
Misclick Rate
10%
Task Completion
90s
Avg. Duration
Testing Adaptations:
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Tested with original sitemap
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Goal was to find pain points and usability errors to make improvements
Observations & Insights:
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80% misclicked. Unable to find solutions and searched up and down the page
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Had difficult time understanding the main features and with navigation
User Test 2
James
Task 01
Find a Wealth Solution
James easily found a wealth solution under the new "Blueprint Solutions" tab
Task 02
Schedule Consultation
James was able to find schedule consultation as it was located in the top under "Home"
Task 03
Join an Event
Was not able to find the "Events" tab as it was embedded within a section
25%
Misclick Rate
75%
Task Completion
13.0s
Avg. Duration
Testing Adaptations:
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Revised sitemap based on first user testing and created a "Home" section
- Added War Chest News Feed section to prepare for new ebook launch
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Removed in-app global features such as "Discovery" and "Feed"
Observations & Insights:
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Drastic improvement from first user test with more clarity of features
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Task completion improved from 10% to 75%
User Test 3
Bobby
Task 01
Find a Wealth Solution
Bobby was able to find quickly under "Blueprint Solutions"
Task 02
Schedule Consultation
Like James, Bobby was able to easily find the Schedule Consultation button under "Home"
Task 03
Download e-Book
Removed events task as the new goal was to download new e-book which was easily found on top of navigation bar with clear call-to-action buttons
0%
Misclick Rate
100%
Task Completion
5.0s
Avg. Duration
Testing Adaptations:
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Revised sitemap to include new book
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Changed one task from "Join an event" to "Download e-book"
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Revised icons and tab structure
Observations & Insights:
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100% Task Completion
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Able to download new book easily
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No mistakes during user testing
Sitemap Progression
Initial Sitemap
Quick Diagnosis
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The initial sitemap consists of ten different sections
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There are three start buttons in different locations
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Difficult and confusing to understand icons
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There are multiple categories and features
Sitemap Iterations
Iterated
10x
Iterated
7x
Iterated
4x
Iteration Summary
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Sitemap underwent 21 iterations in total
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Each iteration was revised based on user feedback
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Three check-in meeting were held to collaborate with the client during the process
Redesigned Sitemap (Final)
Redesigned Summary
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Iterated sitemap based on user testing
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Core sections reduced from 10 to 3
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Icons and content simplified for improved user experience
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Book download initiative integrated into the platform
Results
from redesigned sitemap
100% Task Completion
Existing users of the Military Retirement Blueprint on the Mighty Networks Platform and with a military background
Increased clarity and navigation
User testing revolved around simple navigational tasks such as find wealth solutions, download new book, and how would you navigate through the platform
Project Management
Redesigning the sitemap for the client's Mighty Network online platform was only the first step in the process. They requested my assistance in project management to ensure the synchronization of their marketing efforts, smooth onboarding sequence, improved UI for call-to-action buttons, and enhanced CRM sales process for prequalification.
Project Management Role
Aligned Marketing Systems
Redirected all external sources, such as their YouTube, LinkedIn, landing pages, and email sequences, towards attracting new members to join the portal. Additionally, I assisted in redesigning their email onboarding sequence for new members, emphasizing the download of the new ebook within the portal and facilitating the scheduling of a call with the client.
Marketing Funnel
Email Sequence for New Members
Enhanced UI for
Call-to-Action buttons
Certain sections of the platform provided the flexibility to create new pages and designs. One area that required improvement was the UI for the discovery call, which was difficult to navigate. I addressed this issue by enhancing the UI, ensuring that the call to action buttons are easily visible and accessible on both desktop and mobile devices.
Improved CRM sales process
In addition, the client asked for my help to improve their CRM process, particularly the prequalification stage, as it posed a major bottleneck in deal progression. To address this challenge, I conducted a thorough evaluation to identify the strengths and weaknesses of the existing prequalification system. Based on these findings, I implemented improvements to ensure a smoother handling of new members and more efficient handoffs to the internal team.
Pre-Qualification
Qualified
Results
from project management
10% schedule call conversation rate
With the sitemap, marketing funnel, and onboarding sequence aligned, we achieved a 10% conversion rate within a week, with one in ten new members booking a call. Improved UI and CRM processes contributed to this success.
90% book download rate
The email sequence prompted new members to download the book, while the marketing funnel promoted the book's download by encouraging them to join the portal.
20%+ email open rate
All new portal members received the new onboarding email sequence, which prioritized value by offering simple call-to-action buttons for downloading the book. This approach resulted in a successful open rate for the emails.
Reflection & Key Takeways
01
Less is More
Sometimes "less is more" principle is often effective as it prioritizes core features and enhances clarity. By reducing unnecessary elements, the design becomes more focused and easier to understand.
02
Be Adaptive
Working with clients and stakeholders, I discovered that maintaining a fixed process may not always be feasible due to shifting priorities and constant changes in new initiatives. As a result, I learned the importance of early collaboration and being adaptable in order to deliver the best possible outcome.
03
Test, Iterate, and Improve
Clients often assume they represent the user's perspective due to their extensive involvement and investment in their work. However, it is crucial to emphasize that even a single user test is more valuable than none, and iteration should be integrated into the design process. By continuously improving and testing, I was able to assist the client in achieving their desired outcome.
Testimonials
Scott Tucker
Adrian, in my 15 years as an entrepreneur, I've tried contracting experts for various projects, often only to end up having to figure things out myself. However, with you, for the first time, I can genuinely say that you addressed a significant challenge for us (along with many smaller ones) with a level of professionalism and expertise that's rare to find. I'm privileged to have been one of your initial clients. While your results undoubtedly speak for themselves, I wholeheartedly endorse your UX design process to anyone. Thank you! 🙏
US VetWealth, Founder
Jen Amos
US VetWealth, CoFounder
Considering how this was the first time our company worked with a UX design expert, Adrian left a lasting impression on us with his professionalism, attention to detail, thoughtfulness, and organization. I highly recommend hiring Adrian to provide a fresh perspective from a user's point of view for businesses facing stagnation or feeling as though their sales have plateaued. Working with Adrian was a delightful experience as he modeled patience, curiosity, and a collaborative spirit. I gained a lot of clarity and a more clear direction in our business thanks to Adrian helping us improve our website's navigation, messaging, and sales process. Overall, I recommend working with Adrian to enhance your business's user experience and online presence!