Delaware Life
Founded in 2013, Delaware Life Insurance Company is a member of Group 1001, a collective that empowers companies to create positive growth. Because we all have the power to grow better.
As of April 2023, Delaware Life crossed $20B in cumulative annuity sales, and were gearing up to hit more milestones. Their website needed to understand the importance of trust before making a purchase, so we go the extra mile to earn that trust, so their team can build the strong relationships they want with their customers.
Date
January 2024
Role
UI Design / User Experience
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The Challenge
The client needed to modernize their website to better serve two very different audiences. On one side were consumers researching annuities—often encountering complex financial concepts for the first time. On the other were financial professionals who rely on quick access to product documents, sales tools, and marketing materials.
The existing site struggled to balance these needs. Information was difficult to find, professional resources were buried, and the overall experience did not reflect the company’s expertise or scale. The challenge was to redesign the site to create a clear, intuitive experience for both audiences while strengthening the company’s ability to communicate with and support its professional partners.
The Research
The project began with an audit of the existing site and its content, focusing on how both audiences interacted with key pages, documents, and tools. We identified the most critical tasks for each user group—education and exploration for consumers, and speed and efficiency for financial professionals.
From there, we developed a streamlined information architecture that separated learning pathways for consumers from resource pathways for professionals, while maintaining a cohesive brand experience.
The UX and visual design emphasized clarity and accessibility, simplifying complex financial topics through thoughtful layout, hierarchy, and language. For financial professionals, we prioritized quick access to product materials and tools. This included designing a secure login experience that allowed the company to organize sales resources and deliver targeted messaging to specific advisor groups and partner firms.
The Solution
The redesigned website created a clearer, more purposeful experience for both audiences. Consumers can now explore annuities through educational content and simplified navigation, helping them better understand their options and the role annuities can play in financial planning.
Financial professionals gained a faster and more structured way to access the documents, tools, and marketing materials they rely on daily. The new login system also enabled the company to communicate directly with specific advisor groups and distribute tailored resources.
Overall, the redesign strengthened the company’s digital presence, improved usability across the site, and created a scalable platform that supports both consumer education and professional engagement.
