Reader’s Digest Equity Release

Website Design - Brand Design - UX - UI - Product Launch

Reader's Digest Equity Release is a UK-based equity release service provided in partnership with the well-known brand Reader's Digest. The service was facing two main challenges. Firstly, its website was dated and unattractive, failing to meet modern design standards. Secondly, the website's search landing page was not converting enough leads, falling short of the 20% target.

The objective of this project was to rebrand and redesign the website to meet modern design standards and to increase the conversion rate on the search landing page.

Research and Discovery

The project began with market research and data insights. This included a thorough analysis of the target audience, their needs, motivations, and pain points. The research showed that customers would respond positively to a bright and colourful design that emphasized trust and reliability.

Based on these insights, the design team developed user personas to ensure that the key strategic objectives were being met throughout the design process. These personas helped to guide the design decisions and to ensure that the website would appeal to the target audience.

Design and Development

The design process began with rough wireframes that were refined over several iterations. The team worked collaboratively to produce the necessary design assets, including a new logo and brand guidelines. The new design used a bright and modern colour palette, and the typography was updated to be more legible and modern.

CSS animations were used on the calculators to increase engagement, and the design was optimized for mobile devices, ensuring that the website was accessible to all users.

The development team built the web pages using the latest technologies, ensuring that the design was consistent across all devices and browsers.

The success of this project was overwhelming. The conversion rate on the search landing page increased to over 44%, more than twice the target and a massive 293% increase in conversions. The new design was well-received by customers and helped to position Reader's Digest Equity Release as a modern and trustworthy brand.

Results

Conclusion

This project demonstrates the importance of using data insights, user personas and modern design standards to create a successful website. By using these principles, the design team was able to create a new brand identity that resonated with customers and increased conversions. The success of this project is a testament to the value of a well-executed design strategy, and it is a model for other businesses looking to modernize their brand and increase conversions.

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