When we started work, the Salary Calculator was already an established touch-point that was referred to from multiple steps in the customer experience. This meant we had plenty of existing usage data, and an active audience to study.
To help us understand the existing behaviour of users on the site, we looked at where they were coming from and going to.
The marketing team at CIMA were able to get us quick access to a segment of their customers, enabling us answer some key questions early on in the project.
Through discussions with CIMA’s Customer Intelligence team, and the results from our survey, we were able to construct a handful of personas to represent different user needs.