The Phoenix Group
Evolving a digital presence for the future
Digital experience design
UI design
Design systems
Brief
Phoenix Group (now rebranded as standard life PLC) are the UK’s largest pensions and savings company. Phoenix Group needed a completely new website to replace its existing platform. I was involved from early design exploration through to final handover, helping shape a clearer site structure, better content journeys, and a flexible design system that could flex and grow alongside the organisation's evolving needs.
Outcome
The result is a modern, scalable digital platform that gives users a far more intuitive experience, with improved navigation, a clearer content hierarchy, and a more flexible approach to page design. Working across the full design process meant the final handover set developers up with a strong, considered foundation — one that helps people find what they need today, while supporting Phoenix Group's future digital growth.
Designed as part of the digital design team at Conran Design Group.
© Conran Design Group
© Conran Design Group
Creating clarity through structure
With a complete rebuild of the website, a key focus was creating a clearer structure for users to navigate a complex organisation. Content hierarchy, page layouts and navigation patterns were carefully considered to make information easier to find and understand.