NFU Mutual
NFU Mutual
A full digital transformation for the UK’s leading rural insurer
NFU Mutual is a large UK insurance company specialising in domestic, business and agricultural insurance. NFUM requested a full digital transformation for their outdated website. The goal was to achieve a modern aesthetic while maintaining brand consistency and establishing a unified user interface (UI) pattern across all digital platforms. The new website would be used to evolve digital platforms and establish a new online brand experience aligned to industry best practice and future proofed to meet the expanding digital ambitions of the business. Beyond a visual overhaul, there was an opportunity to enhance the overall user experience bring the user at the heart of it (UX)
Year
2023
Category
Product Design
Services
Product Design Lead
Design Systems
UX Research
Accessibility
Design system
Following an audit of NFU Mutual’s design, brand and competitive landscape, I established an atomic design system from scratch — Design Principles, Style Guidelines and a Component Library — linked seamlessly through Figma and Storybook. Every component was designed for optimal interaction behaviour, accessibility and inclusive design, with clear patterns and rules from the foundations up.
Navigation
User insights exposed duplication, unclear labelling, hidden key journeys and an unbalanced UI. I redesigned the navigation with a refined information architecture — clear headings, better use of space, a clear hierarchy and a customised mobile interface — validated through user testing with existing and potential customers, and brought to life with a motion prototype built in After Effects for engineers.
Product pages
Analytics exposed poor scroll depth, high bounce rates and user disengagement on product pages. The redesign focused on a clear hero with key actions, social proofing and streamlined content — including a set of purposeful illustrations I created for each product page’s hero, replacing generic imagery that lacked relevance.
Inclusive design & accessibility
Accessibility was embedded into every process, meeting at least the AA standard — tabbing order, skip links, corrected page semantics, thoughtful alt labels and zoomed screen views all shaped the design. Every component in the design system was reviewed against WCAG guidelines, informed by NFU Mutual’s customer base, including older demographics and rural users with limited connectivity.
Overall impact
The new website has received positive feedback from users — described by a key stakeholder as “a truly customer centric website that aims to make doing business with us easier”. Data shows increased “Get a quote” clicks, higher completion of prime journeys and reduced bounce rates. The client has since expanded our remit across their digital ecosystem, with my role centred on the end-to-end Motor quote-and-buy journey.
Selections Global
Selections Global
Brand Identity