Guardian Direct
Transitioning from the old to the new brand.
Team: Ran Wei, Kate Goar, Brett Calzada, Steve Brenner, Marc Rojas
Role: Sole designer (UX, UI, Information architecture)
Duration: 5 months
Disclaimer: Due to security requirements from Guardian, I am limited in the amount of work I can show. If you have any further questions about my process, please reach out to me.
Project Overview
Guardian Direct is an insurtech startup (created out of Guardian Life) founded on the idea that insurance should be affordable, accessible to everyone, and easy to understand. I worked on helping to redesign experiences with the old brand to make the experience faster, easier to navigate, and turned complex insurance jargon into simple language.
Work & Co rebranded the site giving it a fresh new look and feel. Following their new design specifications, I led the mobile and desktop redesign of the vision experience, glossary, and about us page. My goal was to align to the new visual brand, tone & voice guidelines, and overall experience.
Process
Throughout the redesign, I met with stakeholders, product providers, designers, content writers, business folk, leadership, and developers. I would conduct research, start ideating, and get feedback (repeat x 100000).
After our senior growth strategist agreed on the low-fidelity wireframes I’d start working on the mockups. During this process I’d have conversations with development, designers, and leadership to make sure the overall design, tone, and experience was as expected.
I worked on 2-week sprints that aligned to the developer schedules.
“How might we create a unified experience that is easy to understand and has a clear and consistent brand voice?”
Final UI
VISION QUOTEPurchasing a vision plan should be quick and easy. Get a quote in 3 steps.
Areas of focus: Gender best practices, information architecture, and simple language.
VISION PLANA plan should be transparent, honest, and easy to understand what’s included, any benefits, and what you’re not getting.
Areas of focus: Analysis of vision policies, information architecture, and simple language.
WHO WE AREGet to know the new Guardian Direct brand by listening to their story, lived values, commitment to their customers, and leadership team.
Areas of focus: Simple language, brand tone & voice, information architecture, analysis of the history of Guardian & values, and personas
GLOSSARYInsurance terms can be confusing, but the experience shouldn’t be.
For words or concepts that can’t be replaced, there’s a glossary page and tooltips with simple language to help explain along the way.
Area of focus: Simple language
