Legal & General
Make it ‘thrilling’
One of those terms like “make it pop”. Set the high-level challenge of reimagining the L&G brand to make it more ‘thrilling’ and engage with customers in new ways.
Role: Lead UX and Creative design
The problem
Legal and General is a trusted household brand but had a digital presence that felt tired and out of date and was seen as an insurance company rather than a forward-thinking investment company that can help you save for your future.
Working with Superunion to dig into the brand identity to understand what was the most recognizable part of the brand.
The process of discovery
Context
This involved brand workshops where we dug into the meaning of thrilling, and looked outside of the industry to other sectors to see how companies engaged with their audiences.
We experimented with reframing perceptions of retirement and insurance using bold colours, image styles, typography, and layout.
This evolved into the brand direction for Legal and Generals digital style guide canopy.
Explorations
Below are a few of the experiments with imagery and typography, using the bold colours of the brand, dynamic imagery, and the curve of the umbrella.
Translating ideas into action
From the initial brand explorations, the concepts were paired back and applied to the homepage of L&G.com.
Being the most contentious page of the site it had to suit the needs of each of the competing business areas.
We ran guerilla tests with both employees and remote participants to gauge which of the directions was the most understandable to participants.
A series of click tests based on tasks were completed and the designs iteratively changed until they were satisfactorily completed.
A/B testing
Once the results of the tests were reviewed we had a direction for structure and content, two versions were developed with A/B tests running on the live site. One version used hover states to display lists of links for each section and the second displayed lists of the links.
The outcome
Updated homepage and navigational structure paving the way for the full future brand overhaul.