Pain points: For first-time insurance seekers, the design is unclear and filled with jargon, which can overwhelm and confuse someone without prior knowledge of insurance.

Target user / stakeholder: Potential and existing policyholders

Impact: Customers struggled to navigate product information, resulting in confusion, lower engagement, and missed opportunities to build trust and drive conversions.

• Led the redesign of the company website as UX Lead, ensuring accessibility, usability, and storytelling were core priorities.

• Directed usability testing sessions with target users to validate assumptions and uncover pain points in both navigation and content clarity.

• Translated rebranding goals into a seamless digital experience, aligning with business objectives and marketing strategy.

• Guided the concept design for landing, product, and category pages, setting the foundation for scalability across the website.

A rebranded and redesigned company website, with a new concept landing page, product page, and product category page. The design focused on accessibility, structured information architecture, and storytelling with animations and parallax effects to enhance engagement.

The redesign focused on improving accessibility and making insurance easier to understand by connecting products to relatable lifestyle and age-based scenarios. User insights were gathered through usability testing and feedback sessions, which guided refinements to content, layout, and navigation. The design was then aligned with the company’s rebrand, resulting in modern landing, product, and category pages that combined clear storytelling with engaging visuals. This created a more relatable, user-friendly website that built trust and improved engagement.