Redesigning product journeys for Royal London

Redesigning product journeys for Royal London

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Challenge

I led a project to redesign the life insurance product journeys to improve comprehension, highlight value, and increase conversion.

CLIENT

Royal London Asset Management

INDUSTRY

Financial services

MY SERVICES

Project Management, Content Strategy, Information Architecture, Product Operations, Prototyping, Workshop Facilitation

Outcomes

✅ Reduced complexity across user journeys and increased clarity across key insurance journeys

✅ Improved end-to-end flows to support user decisions and boost conversion signals

✅ Delivered an actionable roadmap and repeatable templates

Objective

Redesign life insurance product journeys to:

  • Improve comprehension at decision points
  • Highlight product value to drive engagement
  • Align flows with Consumer Duty, SEO best practices, and legal requirements
  • Create scalable patterns to support regulated journeys across product families

My approach

As product owner for content delivery, I collaborated across product, legal, and design functions to:

  • Lead content operations and requirement definition for life insurance

  • Facilitate workshops to align business goals with user needs

  • Define content patterns, information architecture, and visual hierarchy to support progressive disclosure

  • Translate compliance, accessibility, and SEO standards into product-ready templates

  • Create a roadmap and tooling that informs wider operations across Royal London

Regulatory focus

  • Mapped regulatory and accessibility needs into user flow requirements
  • Partnered with Legal to define compliance requirements and criteria
  • Built patterns that adapt to product rules, use cases and segments
  • Socialised strategy through playback sessions 

Why it matters

This project demonstrates how strategic product design, grounded in user comprehension, regulatory alignment, and scalability, can directly impact measurable business outcomes.

The work also contributed to broader design operations, informing how journeys are scoped, prioritised, and delivered across Royal London.

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