Project details

I worked with cross-functional teams and stakeholders at Standard Life to enhance the digital experience on standardlife.co.uk, with a focus on promoting new products, improve the website navigation and conversions. Designed digital journeys for people at different stages of the savings life cycle.

My responsibilities

• Increased conversion rates:
  • Improved form usability which lead to an increase of new online pension applications by 39%.
• A/B testing:
  • Planned and executed A/B tests using Google Optimize to improve marketing campaigns.
• Usability testing:
  • Used usertesting.com to conduct usability testing on new concepts and evaluate the Information Architecture of the website.
• Design System and documentation:
  • Played a key role in supporting the creation of the design system and UX pattern documentation, ensuring a consistent visual design across all websites.
• Prototyping:
  • Applied responsive UI design principles and prototyped solutions using Figma
• Team collaboration:
  • Actively participated in Agile ceremonies, collaborating with diverse teams including product owners, developers, content writers, and marketing professionals.
• Increased UX maturity in the organisation:
  • Promoted user-centered design methodologies to stakeholders throughout the project lifecycle.