The main issue was the disorganized information structure and the use of complex product terms, which likely contributed to the high bounce rate. This metric coincided with a marketing effort aimed at expanding web traffic and indirectly generating leads. Together, these factors led to the decision to redesign the website in partnership with the marketing team.

UX Lead (Me): Led the redesign, ensuring accessibility, clarity, and relatability were core priorities. Directed user testing and guided the concept design.

Stakeholders (Business/Marketing): Provided rebranding goals and business objectives, which the digital experience had to align with.

Target Users: Potential and existing policyholders whose pain points were validated through testing.

The final concept design established a new foundation for the entire digital platform, validated by performance metrics:

• Experience Transformation: The design successfully connected complex insurance products to relatable lifestyle and age-based scenarios.

• Content Foundation: Delivered rebranded landing, product, and category pages that established a foundation for scalability and structured content organization.

• Engagement: Improved accessibility and storytelling to enhance user engagement and trust.