Project Description

Delivering a new, more user centered website, refreshing the brand, extensive IA and all UX, UI and commissioning and overseeing the technical build

The Pensions Advisory Service website had evolved over the years. Large parts of it were broken, information was hard to find. Some of the writing was complex legalese and as such impenetrable for users. The service is vital (and increasingly so with changes to the state pension, pension deficit, longevity, auto-enrolment) but the brand looked confused, old fashioned and didn’t reflect the expertise and desire to help that is there.

People feel out of control of their pensions. And often feel let down by the performance. This all in a climate of skepticism when it comes to financial services brands. Pensions are complicated. We needed to make them simple.

In our strategic planning and workshops we identified that there were three core parts to the TPAS offering:

1. Detailed and definitive pension information
2. Sorting out problems with pensions and pension providers
3. General help and advice


The website was huge and the amount of information needed to be created and migrated was enormous. Thousands of pages of detailed pensions information needed to be re-written and a new, more user centric online experience delivered.

We delivered structure, planning and design of the website and commissioned Daisy Chain brand planning, tech. SEO and Data architect partners to deliver the finished front and backend build. The result is a more creative communication led website with a clear social media content strategy we put in place also.

The work is testament to having a strategic, financial services creative expert leading the concept, copy and UX and delivering the UI, staying hands on to oversee the technical delivery, ensuring it remains true to the strategic and creative vision.

“In terms of users visiting the website, this has increased since the redevelopment. From the analytics, most people are visiting the site, seeing the number or webchat facility and coming direct to the helpline- this is ideal and aligned to our corporate objectives. We’ve had a warm response around the tone of the site and the website has been referenced by a number of journalists as a great source for pension information. We’ve received a positive response from staff, stakeholders and users regarding the new look and tone.”

Michelle Cracknell, CEO, TPAS