Bring Your Pensions Together

Standard Life

2022

UX optimisation

Teal Flower
Teal Flower
Teal Flower

The challenge

The pension application journey on standardlife.co.uk was outdated, hard to find, and not performing. After Standard Life’s acquisition by Phoenix Group, the company wanted to refresh the marketing strategy and boost personal pension applications.

My Role

I was the lead UX designer for the standardlife.co.uk website (250k monthly users) for a year. I led the end-to-end UX optimisation for the pension journey and collaborated closely with marketing, content writers and an agile product squad to improve the user experience and drive conversions.

Impact

  • 51% reduction in drop-off on the personal details form

  • 39% increase in pension applications

  • 62% increase in conversions from the best-performing CTA button

What I did

I conducted two rounds of usability testing to understand the current pain points.

  • Key Insights:

    • Average time to find the pension application: 3 min 46 sec.

    • People got stuck in navigation menus and on contact pages.

    • There was no clear call-to-action to start the process.

  • UX Redesign: Made quick UX tweaks and fully redesigned the journey using the updated design system in Figma.

  • Team Collaboration: Worked closely with developers to support the build and QA process.

  • Landing Page Optimisation: Designed hero banners, landing pages, and ran A/B tests with Google Optimize to drive traffic and improve conversions.

This work made the pension application journey easier to find, easier to complete, and ultimately more effective at driving business outcomes for Standard Life.