The existing technical framework of Responsible Lending’s website posed limitations on design flexibility, making it challenging to seamlessly integrate Royal London’s branding and modern UI elements. Adapting the design within these constraints while still achieving a refreshed, cohesive look required close collaboration with the development team.
Additionally, tight deadlines added pressure to deliver high-quality work quickly, requiring efficient decision-making, streamlined workflows, and proactive communication with both Responsible Lending and Royal London stakeholders to ensure alignment and timely execution.
- Researched and analyzed to better understand the brand, core values, goals, and target audiences of Royal London.
- Collaborated with Loop, VCCP & The Croc to ensure the creative direction was cohesive and aligned with Royal London’s visual identity, but also touched on the Responsible Lending users.
- Designed and prototyped for a modernized website layout, focusing on improved navigation and a seamless user experience.
- Collected feedback and iterated to balance differing priorities and expectations from Royal London and Responsible Lending stakeholders.
- Finalized and collaborated with developers to implement the website, ensuring it was responsive, intuitive, and aligned with Royal London’s branding.
- Improved user experience: The redesigned website significantly improved the overall user experience, with simplified navigation and a more intuitive interface.
- Seamless brand integration: The integration of Royal London’s branding ensured a cohesive digital presence, aligning Responsible Lending with the parent company’s established identity.
- Increased stakeholder alignment: The rebranding and website redesign enhanced Responsible Lending’s digital presence, making it more modern and competitive within the equity release sector.
- Stronger digital presence: The rebranding and website redesign enhanced Responsible Lending’s digital presence, making it more modern and competitive within the equity release sector.
- Feedback: The design improvements were seen as a significant enhancement in aligning the company's digital presence with its evolving identity.
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