TRIM CX Research Community Guide - WIP

Generic Clearance for the Collection of Qualitative Feedback on Agency Service Delivery

TRIM CX Research Community Guide - WIP

OMB: 1530-0023

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2024-01-31 - Extension without change of a currently approved collection

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TRIM Product/CX Research
Online Community Discussion Guide
Community Logistics
The community will be live for 5 days. All content/activities will be made live at
midnight each day. Reminder emails will be sent to those who have not completed all activities
each day.
Participants will be expected to log in to the community each day to complete activities and
answer follow-up questions and probes. Specific timelines and deadlines will be communicated
to participants via the community instructions. Total required participation is 2.5 hours.
Activities in the community are defined as:
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Influenced: The participant will be able to view other participants’ responses before
submitting their own answers or responses.
Uninfluenced: The participant will be able to view other participants’ responses only
after they have submitted their own answers or responses.
Private: The participants’ activity submissions are kept completely private to all other
participants. Only the Creative Strategist and Client Observers can view the responses.

The client team will be designated as Observers. As Observers, you can leave a post on any
entry that only the research team will see. The Slalom team will review the Observers’ posts in
real time and will probe the participants when necessary.

NOTE: The following is a starting point for a conversation. Assume that all questions will be
followed with probes as needed to ensure clarity. This guide contains internal facing headings,
descriptions and additional client explanation detail. Only the text in italics will be exposed to
participants.

TRIM Product/CX Research
Online Community Discussion Guide
Day 0
Objectives: Participants will review the introduction page from the moderators welcoming them
and explaining its purpose and guidelines. These instructions will be available for review at any
time during the five-day study. We’ll also give them the opportunity to get familiar with the
platform.
Welcome/Instructions (All Participants)
Welcome to our online community with participants from across the country! We appreciate your
time and we look forward to getting to know you a bit over the next few days. We know that you
are busy, so we have set up the community to provide maximum flexibility. There are a number
of questions and activities that we would like you to complete. You can complete them on your
own time throughout the day and from whatever device is most comfortable and practical for
you (phone, tablet, desktop, laptop, etc.), but we do ask that you complete all activities on the
day they are assigned.
It is expected that you will spend approximately 2.5 hours interacting with this community over
the next 5 days.
Throughout the week, we will likely have follow-up questions that will also require responses.
Your compensation is tied to your thoughtful completion of all assigned activities and follow-up
questions.
This week, you will be helping us understand your needs, interests and challenges
related to financial services. Your participation will help create products and experiences
to better meet your needs.
Since we won’t get to meet in person, please set a photo of yourself as your profile picture, this
will help us “see” each other throughout the week.
Finally, we ask that you provide thoughtful, detailed and honest responses wherever possible. It
is your honest feedback that will be most helpful to us. If you have any questions throughout the
week, don’t hesitate to reach out to us via the message center.
Now, let’s get started!
Stephanie & Kate

TRIM Product/CX Research
Online Community Discussion Guide
0.1 Opening Discussion – Uninfluenced
This week, we’re going to discuss your experience with financial services providers and
products. To get to know everyone and familiarize yourself with the platform, we have a short,
introductory exercise.
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Briefly introduce yourself (first name, state).
Think about how you interact with your financial service providers – whether it’s checking
your accounts, looking for a new financial product, or investing in a new product.
We’re going to begin with some easy, fun, maybe even a bit therapeutic questions to get
you in the groove of our community. Think about your greatest “pet peeve” about your
experiences with financial services – saving, investing and banking. Don’t overthink it,
just describe the pet peeve and why that “grinds your gears.”
Once you’ve finished, please take a few minutes to scan other responses and “like”
and/or comment on responses that are particularly relevant to you.

TRIM Product/CX Research
Online Community Discussion Guide
Day 1
Objectives: Overall Investment Behaviors, Sources of financial information/influence,
Investment/provider selection motivators and drivers, Perceptions of various investment options

1.1 Financial Mad Libs - Private
Remember Mad Libs from when you were a kid? This activity works a lot like that. Review the
sentences below and fill-in-the blank with whatever comes to mind.
To me, saving money is like ____ (analogy)__. It requires __________. I need to do it
______________ because and ________________. I want my savings to ___________, but
never _____________. I choose an investment because ____________. I would consider
trying something new if ____________. When it comes saving, I could not survive without
_______________. When it comes investing, I could not survive without _______________.

1.2 Financial Snapshot - Private
We want to know about your current saving and investing behaviors.
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Please first list all of your savings goals - it can be big or small (i.e a vacation, new car or
college, retirement)
For each goal you shared with us, please describe how you are saving. Please include
the type of investment, who it's for and the provider.
o For instance, I could say College for my kids, in a 529 investment account with
Vanguard.
Out of all the ways of saving you just shared with us, choose your top TWO providers.
We want to know which ones provide the best experience for you.
Now assign each one of those two a nickname based on the experience they provide.
o For example, if I were to assign a nickname to beverages I have at home, CocaCola is my "pick me up," but to someone else, it may be their "daily staple" or
"sweet fix." Please explain the nickname so understand why!

1.3 Provider Selection - Uninfluenced

TRIM Product/CX Research
Online Community Discussion Guide
Now, if you were to consider switching providers or looking for a new investment option, how
would you go about it? Walk through the steps you would take – e.g. how would you educate
yourself, compare options, sign up for, etc.

For this exercise, you’re going to need that pen and paper, PowerPoint or some other creative
outlet! We’d like you to create a visual timeline how you select a new financial services provider
for NEW type of account/investment. We want to understand all of the key moment, influencers,
emotions and anything else you think we should know about your journey.

Some things to consider in your timeline:
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What would make you start to think about a new investment option? What would be
going on in your life?
Who would you work with to help make your decision?
What key things do you look for when choosing a financial provider?
What resources or tools would you use to make this decision?
What are the steps, in order, you take to make your decision?

[Insert sample journey to give participants additional guidance]
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Now that you've completed your journey - which of these steps is the most difficult?
Why?
How could this be easier?

1.4 Provider Selection – Uninfluenced
For this exercise, we want your gut reaction, don’t think too much about it.
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When you hear the word “Savings Bonds” what 2-3 words come to mind?
When you hear the word “Certificate of Deposit” what 2-3 words come to mind?
When you hear the word “IRA” what 2-3 words come to mind?
When you hear the word “529 College Savings” what 2-3 words come to mind?
When you hear the word “Treasury Note” what 2-3 words come to mind?
When you hear the word “Treasury Bill” what 2-3 words come to mind?
When you hear the word “Treasury Bond” what 2-3 words come to mind?

TRIM Product/CX Research
Online Community Discussion Guide
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When you hear the word “401K” what 2-3 words come to mind?
When you hear the word “Money Market Account” what 2-3 words come to mind?
When you hear the word “Savings Account” what 2-3 words come to mind?
When you hear the word “Floating Rate Bond” what 2-3 words come to mind?
When you hear the word “Portfolio” what 2-3 words come to mind?
When you hear the word “Marketable Securities” what 2-3 words come to mind?
When you hear the word “Mutual Funds” what 2-3 words come to mind?
When you hear the word “Stocks” what 2-3 words come to mind?
When you hear the word “Spendable” what 2-3 words come to mind?

{Randomize}

TRIM Product/CX Research
Online Community Discussion Guide
Day 2
Objectives: Best experience (online/offline) exploration (general & financial), Current provider
experiences and features, Ideal experience and features ideation (i.e. portfolio vs. account
structure)

2.1 Love Letter - Private (Customers)
Now, we’re going to ask that you get creative. We’d like you to write a letter (yes, letter!) to The
US Treasury that expresses your feelings towards them as a financial service provider.

Here are questions to consider as you write your letter:
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How did you discover The US Treasury? Did you already know what you were looking
for? Really set the stage for us.
How did you feel after signing up for the first time? Dig deep and give us something
more than good or bad. Flowery language is completely acceptable and appreciated!
How did you know that it was “the one?” Was it love at first sight? Did you have to warm
up to it?
What’s your current relationship status? What’s the future outlook?
What does this provider do for you that no other provider can do?
How could you make this relationship better/stronger? If they could do one more thing
for you, what would that be?
How do they make you feel today?
What would happen if they “broke up” (no longer existed) with you? How would you feel?

2.1 Love Letter - Private (Non-Customers)
Now, we’re going to ask that you get creative. We’d like you to write a love letter (yes, love
letter!) to your favorite financial services provider that expresses your feelings
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Who will you be writing to?
Here are questions to consider as you write your letter:

TRIM Product/CX Research
Online Community Discussion Guide
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How did you discover this provider? Did you already know what you were looking
for? Really set the stage for us.
How did you feel after signing up for the first time? Dig deep and give us
something more than good or bad. Flowery language is completely acceptable
and appreciated!
How did you know that it was “the one?” Was it love at first sight? Did you have
to warm up to it?
What’s your current relationship status? What’s the future outlook?
What does this provider do for you that no other provider can do?
How could you make this relationship better/stronger? If they could do one more
thing for you, what would that be?
How does do they make you feel today?
What would happen if they “broke up” (no longer existed) with you? How would
you feel?

2.2 Let's Zoom Out – Uninfluenced
In this exercise, we are interested in learning about your experiences more generally - so
outside of financial services. Please be as detailed as possible... You are welcome to use
drawings or illustrations which can be uploaded below.

Think back to a company you interacted with that provided the most “unexpected delight” has
part of your experience with them.
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What made it so delightful?
Did it change the way you thought about the company? If so, how?
Did it change the way you thought about other companies? If so, how?

2.3 The Ideal – Uninfluenced
What do you think is the best example of an innovative, forward-thinking company? We’re
talking ANY company that offers ANY type of product or service.
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Which company did you pick?
Now, let’s pretend this company decided to begin offering financial services...

TRIM Product/CX Research
Online Community Discussion Guide
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What types of new products might they introduce? How would they be different than they
are today?
What would the experience look like? What features would you expect? Think about the
online experience, customer service, emails, etc.
Where/how might they communicate with consumers? What might the tone and
approach be?
What other kinds of programs, promotions, activities, might they engage in?

2.4 Review the Views – Uninfluenced
We want to show you a couple of options for how you might view a financial account. Take a
look at the options below.

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How do you prefer to see your information? Please explain why!

TRIM Product/CX Research
Online Community Discussion Guide
Day 3
Objectives: Perceptions of the US Government, Federal Reserve and Treasury, Awareness and
perceptions of Savings Bonds (including gifting), Perceptions of Marketable Securities

3.1 Word Associations – Private
For this exercise, we want your gut reaction, don’t think too much about it.
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When you hear the word “Vanguard” what 2-3 words come to mind?
When you hear the word “United State Government” what 2-3 words come to mind?
When you hear the word “Federal Reserve” what 2-3 words come to mind?
When you hear the word “The Treasury" what 2-3 words come to mind?
When you hear the word “T Rowe Price” what 2-3 words come to mind?
When you hear the word “Ally Bank” what 2-3 words come to mind?
When you hear the word “Financial Advisor” what 2-3 words come to mind?
When you hear the word “Broker” what 2-3 words come to mind?
When you hear the word “Mint” what 2-3 words come to mind?
When you hear the word “Acorns" what 2-3 words come to mind?
When you hear the word “Robinhood" what 2-3 words come to mind?
When you hear the word “Jiko" what 2-3 words come to mind?

{Randomize}

3.2 Mad Lib – Uninfluenced
Remember Mad Libs from when you were a kid? We want you to complete a Mad Lib about
Savings Bonds. Type out the sentence below replacing each blank with a word or phrase.

“To me, Savings Bonds are like _________ (analogy). I would purchase a Savings Bond if
__________. The thing that concerns me most about Savings Bonds is ____________.

TRIM Product/CX Research
Online Community Discussion Guide
3.3 “When Would You” Scenarios – Private
Now we'd like you to write a hypothetical story about a scenario that would make you purchase
a savings bond as a gift.

Think about things like, Who is it for? Why a Savings Bond vs. another gift? How will that person
react to your gift? Tell the story in a way that makes us feel like we're along for the ride!

3.4 Review the Views Part 2 – Uninfluenced
Now we want to show you a couple of options for how purchasing a bond as a gift may work
Take a look at the options below.

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Which option best represents how you would prefer gifting to work?
Which option do you think would provide the easiest experience for the purchaser?
Which option do you think would provide the easiest experience for the recipient?
Please explain why!

TRIM Product/CX Research
Online Community Discussion Guide
Day 4
Objectives: Explore alternative products, New product ideation, Innovative Products

4.1 Innovative Products – Uninfluenced
Imagine a new financial product is being developed just for you. Please review the following
possible features and rate each on a scale from 1 to 10 on how meaningful each would be for
you when considering this product. (1= not at all meaningful; 10 – extremely meaningful):

After rating each statement, briefly describe why this is meaningful to you or not.

[RANDOMIZE STATEMENTS]
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Interest Rate
Length of investment
Carry over bonus
Tax initiatives
Philanthropic giving
Disbursement advantage
Partnerships with other organizations (college, auto manufacturers, lenders/mortgage
etc.)
Relationships with financial advisors/brokers for diversification
Ties to the state or local community
Ease of purchase/investment
Ease of maintaining the investment
0$ commissions/commission free
Safety of investment
Ability to purchase from a retailer (Walmart, Amazon, Target, Costco, etc.)
Ability to purchase from my bank and/or broker

Now, choose the one feature that is MOST meaningful to you.

TRIM Product/CX Research
Online Community Discussion Guide
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What would you need to know about this new product to believe that it can provide you
with this benefit?

4.1 Product Review – Uninfluenced
Please take a look at the product description below:

Now please answer the following questions:
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SLIDER BAR: Based on what you know so far, how interested are you in the product
described ? -5 means you have no interest at all, 0 is neutral you are neither interested
or disinterested and +5 means you are very interested in using. Please explain your
score.
What might drive you to purchase this product?
What concerns (if any) do you have about this product?

It’s likely that certain words or phrases are driving your interest. Use the green pins to mark the
language in the description that you find interesting/compelling and use the red pins to mark
anything that is concerning and the gray pins to mark anything that is confusing or unclear.

Now please answer the following questions:
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TRIM Product/CX Research
Online Community Discussion Guide
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What might drive you to purchase this product?
What concerns (if any) do you have about this product?

Now please answer the following questions:
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TRIM Product/CX Research
Online Community Discussion Guide
Day 5
Objectives: Explore ideas for how to improve Savings Bonds, Explore experience improvement
ideas, Name exploration

5.1 Needs and Wants (Card Sort) – Uninfluenced
Today we want to get an understanding of the most important things you want from your
financial services provider. Take a moment to review the list below of things this experience
could provide you. Remember, this is all the experience, not the product itself. Think about each
item and drag the card into the “Need to Have,” “Nice to Have,” or “Not Necessary” categories.
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A dashboard view
General educational material
Tailored educational materials based on my situation
Calculator to determine future value of investment
Graphical representation of data
Calculator of demonstrate hypothetical investment value (based on variables like age,
geography, dependents, etc.)
Personalized recommendations (products, savings strategies, etc.)
Comparison chart of all available products
The ability to split assets between beneficiaries
Comparison of investment scenarios
The ability to reallocate investments
Notifications for investment maturity
Rewards for my investing behavior
The ability to select gifts for others

Now take a look at everything you’ve categorized as “Need to Have”. Tell us why each of these
things is so important to you.

5.2 Let's Talk Names – Uninfluenced
We will show you a number of different names and ask you a series of questions for each.

TRIM Product/CX Research
Online Community Discussion Guide
First, please upload a video of yourself reading each of the following names. We want to see
how everyone pronounces each one!
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