Responsible Life

Customer website

UI Design

Project Management

Webflow Development

CMS

Role:

Design Lead and Webflow Dev

Project overview:

Responsible Life Limited is a leading equity release company that assists homeowners in unlocking the value of their property to enhance their financial situation during retirement. The primary objective of this project was to redesign the website to improve user experience, offer the users an informative platform where they can find answers to all their questions, enhance brand identity, and increase lead generation.

Designing for elderly people can become challenging because of accessibility reasons. Thus, I had to consider issues such as visual impairments, attention span, memory, adaptability and limited tech experience when I started putting together the sitemap.

The way I tackled this was by making sure the website pages are uncluttered and have a consistent layout throughout in order to reduce the cognitive load. I made sure size of the CTAs and copy is legible both on desktop and mobile. I also added breadcrumbs for clear and concise way for users to understand their current location within the website's hierarchy.

Analyzed competitors to identify industry standards and opportunities for differentiation.
Collaborated with the marketing strategy team to define user personas and customer journeys.
Created wireframes to outline the structure and layout of key pages
Developed interactive prototypes to visualize the user flow and gather feedback from stakeholders.
Designed a clean, professional aesthetic that reflects Responsible Life’s brand values of trust and reliability.
Utilized imagery and icons that resonate with the target demographic.
Developed the website in Webflow.
Created a dynamic CMS for the content team to easily add, edit, and manage article posting and case studies without needing technical expertise.
Conducted thorough testing to ensure the site is responsive, fast, and free of bugs.

Improved User Experience: Enhanced navigation and clear calls-to-action led to a more intuitive user journey.
Increased Engagement: The new design resulted in a 42% increase in user engagement metrics such as time on site and page views.
Higher Conversion Rates: Lead generation improved by 30% due to strategically placed calculators and compelling content.
Positive Feedback: The website received excellent feedback from both the stakeholders and users, highlighting the website’s professional look and ease of use