To keep up with an evolving enterprise, needed a usability lift.


New Visual design language
Updated IA
Responsive design
Brand message updates



Convoluted sitemap
Inconsistent content and branding
No current design system
Massive dead-link list
Little to no analytics

My Role

My Role

Analytics and information gathering
Information architecture development
Interaction design
Visual design
Mobile / responsive design
Content and image management process

Analytics Gathering

Utilizing Google Analytics, we started developing a high-level understanding of our user’s most popular flows, and an understanding of who was coming to the site and by what means.

We learned that the primary audience was 40-60-year-olds on smaller desktop computers.

What we also uncovered was that over 70% of user’s first 4 moves revolved around the login sequence; they were getting stuck in a cyclical hell. These insights granted us a solid foundation of our user’s tasks and desired paths.

Audience X3

Financial Advisors

Data Driven
Financially Conservative 
Results Driven
Marketing-Fluff Adverse


Emotionally Driven
Financially Prepared
Approaching Retirement
Open to New Ideas


Business Oriented
Employee Satisfaction Driven
Well Version Financially 
Price Directed

Site Mapping

Refinement, Killing, and Combining 

The initial site had over 225 pages, all of which required traversing a rabbit hole to arrive at. I worked personally with business stakeholders, the content management team, and the sales and marketing teams, to establish a more understandable architecture, eventually condensing the site down to less than 100 pages.

IMG_9292 2

Atomic Components 

With very few design assets solidified and ready for use at Transamerica, our team developed a design language that corresponding with the current branding system and aligning with some internal tools that were also in the works at the time. 

During our initial site audits, we were cognizant of the components that we were seeing reappear and thusly had a solid idea of what we would need to construct the site. Starting at the very beginning (text, colors, buttons) we built atomically to develop all assets necessary for the site.

Using Zeplin and a close working relationship with our engineering team, we were able to smoothly handoff our designs and get them into production top meet our tight deadline.
hero nav o1
hero nav 02
Artboard 2
Artboard 2 Copy 5
Artboard 2 Copy 2
Artboard 2 Copy
Artboard 2 Copy 4
Artboard 2 Copy 3
Artboard 2 Copy 6
Artboard 2 Copy 7
Artboard 2 Copy 8

Page Development

Templatizing Key Functions

We realized a lot of the pages on the site were relaying similar types of information (some brand focused some data-driven) we, therefore, could organize our site by combining our components into approximately 5 templates. We perused our sitemap and pinpointed exactly which template could be placed where.

progress of screens


How Are We Actually Doing?

We were lucky enough to have full hour-long sitdowns with 15 participants. (5 from each audience segment) Those testing sessions allowed us to understand a number of things. A few examples being:

Financial Professionals desired prudent information immediately, saying they saw too much marketing fluff off the bat.

Certain components we had blended in with the chrome of the browser, making them hard to understand.

The Wealth and Health brand was shining through on all accounts.

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