A separate pension account (EPK) was introduced earlier this year and was set to change 1.55 million Norwegians’ relationship to the pension they receive from their employer. The goal was to make everyone more aware of what we will end up with when we retire and make more active choices. The result so far has been that only 3,5% of the users have changed their preferences
. The most straightforward reason is that people don’t care that much or that their employer’s deal is most favorable.
I have another theory: the UX and information provided on norskpensjon.no, the bridge between all the pension providers in Norway, is incomprehensible. To this day, I have not met a person who has been on Norsk Pensjon’s pages without having a bunch of questions. And that is not optimal for one of the most crucial web pages of 2021.
Pension is a complex topic. Changes to your pension have the most significant effect the longer you are from retirement age. The younger you are, the more important the choice you make. And the less interesting it is to think about retirement. When this is a low-interest product in the first place, it is not optimal that the first thing you are met with when logged in is a wall of text informing you what you can do on the website. When you finally can see your options, they are impossible to understand: