PROJECT
Website redesign: Enhancing user experience
Vesttoo is a pioneering insurtech company leveraging AI and data science to revolutionize insurance risk assessment, redefining non-catastrophe insurance-linked securities and bridging the gap between insurance and capital markets.
Client:
Vesttoo
Year:
2023
Role:
UX/UI
Tools:
Figma
PROBLEM : WHY REDESIGNING?
Over the years, our product has rapidly evolved, rendering our value proposition outdated. This website redesign addresses several key issues:
- Maintenance Difficulties: The existing website structure made it challenging to update content without relying on freelance developers.
- Outdated Value Proposition: The previous website did not effectively communicate Vesttoo’s new value proposition.
- Brand Evolution: The website needed to reflect the updated branding to align with the company’s growth and vision.
- User Experience Issues: The slide-based layout required excessive scrolling, causing high user drop-off rates before reaching the end of the page.
- Limited Analytics: The fragmented development by various freelance developers led to inconsistent design and limited data analytics capabilities.
PREVIOUS WEBSITE
PROJECT GOALS
Clear Value Proposition
Ensure the website clearly conveys Vesttoo’s unique value and strengths to users.
Aligned Brand Identity
Redesign the site to align with Vesttoo’s updated brand and company vision.
Optimized User Experience
Restructure the UX to reduce scrolling and lower user drop-off rates effectively.
Data-Driven Insights
Implement a cohesive design system to improve tracking and insights accuracy.
Simplified Content Management
Develop a framework for easy updates without reliance on external developers.
Modern and Polished Design
Create an intuitive, professional interface that enhances usability and trust.
MY DESIGN PROCESS
RESEARCH, INSIGHTS AND SOLUTIONS
Through competitor analysis, stakeholder interviews, and team brainstorming, we identified website improvements focused on better showcasing Vesttoo’s value proposition, delivering audience-specific educational content, and replacing the slide format. The WordPress rebuild follows new brand guidelines and simplifies content management.
Additional improvements included refining visuals, enhancing navigation for better user experience and SEO, and implementing advanced tracking tools to support data-driven insights.
NAVIGATION RESTRUCTURE
SITEMAP
After finalizing the content strategy and information architecture, I proceeded to create wireframes. These low-fidelity mockups were designed to clearly communicate the value proposition and simplify the user experience. I also collaborated with the copywriter to ensure the text aligns with the purpose of each section.
WIREFRAMES
PAGES OVERVIEW
While working on the design, I established a design system—a set of reusable components to ensure consistency and efficiency. I started with basic elements like colors, typography, buttons, and form fields, then combined these to create more complex components such as navigation menus, headers, and footers.
The design system assured the consistency through the website, the alignment with our brand guideline and the collaboration with the devs to implement the website.
Additionally, I conducted thorough QA testing on each page to ensure responsiveness, design fidelity, and functionality.