About the Project
As the creative lead for a financial services company, I was challenged to redesign the website for insurance, banking, and investment services. The goal was to make these typically unexciting tasks feel more approachable and engaging online. To achieve this, I simplified the user experience by removing unnecessary jargon and streamlining the application process. Through these efforts, we were able to upgrade the visual language of the website, create new applications for both internal and external use, and set a new enterprise standard for project processes involving UX. Overall, the new design system successfully transformed the user experience, making financial services feel more accessible and inviting to all users.