Rebranding a 200-year-old pensions provider's public site for the direct-to-consumer era.
My role:
UX Design, UI Design, Design Systems
I led the redesign of Scottish Widows' public website, rebuilding its design system and product experience from the ground up as the brand transitioned from a phone/callback model to direct-to-consumer pensions, insurance, and investments — alongside a wider brand relaunch. Work spanned design system architecture, brand evolution, and early experimentation with tools like Adobe Target.
Full case study details are covered by an NDA and available on request.