Generali Life Insurance Website Redesign

Project Overview

Product Vision

The existing website experience felt visually outdated, difficult to navigate, and lacked customer trust. Users struggled with confusing forms, poor navigation structures, inconsistent visuals, and overwhelming insurance information.

The redesign focused on creating a modern, trustworthy, and user-friendly insurance experience with improved usability, simplified journeys, responsive interactions, and a stronger digital brand presence.

My Role

Lead UX Designer

• Stakeholder & Client Discussions
• UX Strategy & Design Direction
• User Research & Journey Planning
• Design System Creation
• Team Leadership & Weekly Presentations
• Collaboration with UI Designers & Graphic Designers

Problem Framing

Key Challenges

• Outdated and visually inconsistent website
• Poor digital trust and weak online presence
• Confusing insurance navigation structure
• Lengthy and frustrating insurance forms
• Inconsistent design system, icons, and imagery
• Lack of responsive optimization across devices

Business Goals

Objectives

• Build a stronger digital brand presence
• Improve customer trust & engagement
• Simplify insurance journeys and navigation
• Increase form submissions & lead generation
• Create a scalable responsive design system

User Research

Research & Insights

Conducted real-time user interviews and usability observations to understand customer pain points, behavioral patterns, and friction areas across insurance journeys.

• Users struggled with complex insurance forms
• Navigation lacked clarity and hierarchy
• Too much content created cognitive overload
• Mobile experience was inconsistent
• Simplified forms increased user confidence

Ideation & Strategy

Solution Strategy

• Complete responsive website redesign
• Modern insurance-focused design system
• AI-generated 3D visuals & brand illustrations
• Simplified form experiences with live calculations
• Clear navigation & optimized information architecture

Step-1

Discovery Workshop

Conducted collaborative stakeholder workshops to understand the vision, mission, business expectations, and customer pain points of the insurance platform.

• Stakeholder workshops & alignment sessions
• Pain point & expectation mapping
• Competitive analysis & benchmarking
• Existing platform UX audit

Step-2

Information Architecture & Journey Planning

Redesigned the complete information architecture and user journey flows to simplify navigation, improve discoverability, and reduce customer confusion.

• End-to-end information architecture planning
• Customer journey mapping
• Insurance product categorization
• Responsive navigation strategy

Step-3

AI-Assisted Wireframing & Exploration

Utilized AI-powered vibe coding and wireframing tools like Figma Make and Lovable to rapidly generate the first design draft concepts before refining them inside Figma.

Step-4

Design System & Final UI Design

Created a scalable insurance-focused design system with modern UI patterns, responsive layouts, AI-generated visual assets, and simplified form experiences.

Impact & Results

AI Usage

AI for Quick Ideations