responsive design for Australia’s biggest insurers
background
As part of a fast-turnaround project with the Suncorp Group, I was tasked with enhancing the logged-out experience across AAMI and Suncorp insurance sites - two major brands that share a central design system, customised through white labelling.
Suncorp and AAMI previously had a ‘one-size-fits-all’ approach to their home screen, meaning they were missing out on the opportunity to tailor their content and provide a personalised user experience to customers who visit the home page while logged out.
This project deliverables included two responsive, high fidelity home page mockups on Figma, ready to handover to developers. The mockups had to take user top tasks into consideration, and adhere to the established design system.
Design Process
By leveraging Suncorp and AAMI’s existing research and data, I gained insights into the primary jobs to be done for each audience segment based on prior user research. This knowledge allowed me to tailor the homepage according to user needs, presenting users with quick links and buttons for top tasks to streamline their workflow. Using the existing design system simplified the visual aspects, as I could utilise existing components in Figma.
While the scope was relatively simple, this project allowed me to work hands-on with a mature design system and explore interface-level decisions within tight branding and accessibility constraints, specifically;
Designing a new personalised logged-out homepage state
Creating responsive layouts in Figma that adhered strictly to WCAG and brand guidelines
Ensuring seamless application of brand-specific variables (typography, colour, iconography) within the shared UI architecture
The completion of this project introduced a subtle but meaningful layer of personalisation in a traditionally rigid, compliance-heavy space. By creating a new “known but not logged in” state, I was able to surface relevant content without requiring users to fully authenticate. This reduced friction for returning customers and acknowledged their behaviour patterns.
As a result, user workflows became more efficient and context-aware, helping customers reach their top tasks faster. While the change was subtle in appearance, it represented a shift toward a more user-centric model within a legacy enterprise framework, adding a moment of convenience and delight in an otherwise transactional experience.
