Irish Life Group website

For the last 8 months of 2020 and as part of a cross-functional team at Irish Life Group - Digital Hub, I’ve been working on developing & optimising their main site www.IrishLife.ie .

I’ve added some Before & After screens of the most important pages of the site below but this project has been more than just a redesign of the interface. The most important parts of UX that have been implemented are:

• Information Architecture (IA) to make key decisions for new features & implementations and to better follow user behavior through multiple processes/journeys.

• Simplifying main navigation to aid users to get to the information they want when they want it.

• Development of landing pages so users can easily understand & navigate complex insurance product structures.

• Driving into a more conversational approach (plain English) throughout the site and product pages.

• and the most impactful feature to date, the introduction of a form to help users to “book a consultation” directly from all product pages. This has translated in a big increase of leads in just 2 months after launch.