Guardian Insurance
Client: Guardian Insurance
Role: Lead Designer
Skills: Branding, UX/UI Design, Visual Design, Design System
Role: Lead Designer
Skills: Branding, UX/UI Design, Visual Design, Design System
Shaping Guardian Insurance’s brand
Guardian Insurance provides straightforward insurance options that are easy to apply for - giving you the freedom to arrange hassle-free cover in your own time on your device or over the phone. We helped define the possibilities for the brand through research and competitor market analysis followed by robust user experience design process.
Guardian Insurance provides straightforward insurance options that are easy to apply for - giving you the freedom to arrange hassle-free cover in your own time on your device or over the phone. We helped define the possibilities for the brand through research and competitor market analysis followed by robust user experience design process.
Simplifying the User Journey
From the outset, our focus was on defining the website’s information architecture to map out potential user journeys. The goal was to create a simple, streamlined browsing experience. Guardian Insurance had four key product offerings they wanted to present as straightforward, hassle-free solutions. Content was carefully designed to help users easily understand and navigate the complexities of insurance, ensuring a seamless experience from start to finish.
From the outset, our focus was on defining the website’s information architecture to map out potential user journeys. The goal was to create a simple, streamlined browsing experience. Guardian Insurance had four key product offerings they wanted to present as straightforward, hassle-free solutions. Content was carefully designed to help users easily understand and navigate the complexities of insurance, ensuring a seamless experience from start to finish.
Building a user-centric digital experience
The focus was on user experience, ensuring that the insurance quote application and purchasing process were intuitive, reducing friction, and enabling users to complete their tasks with ease. I designed a step-by-step quoting process that guided users through a series of clear, concise questions, allowing them to obtain a quote quickly. This approach simplified the experience and empowered users to make informed decisions with minimal effort.
Final outcome
I led my team in close collaboration with the development team to ensure the final website was fully functional, responsive, and optimised for performance. Beyond the technical aspects, we were deeply focused on aligning the website with the brand’s identity and values. The design and user experience were carefully crafted to reflect the essence of the brand, making sure every interaction with the site reinforced the brand’s promise of simplicity, trust, and accessibility. By maintaining a consistent brand voice throughout, we ensured that the website not only performed well but also communicated the brand’s core message effectively to its audience.