The design brief. An insurance site covering health, life, education and property cover — a category where visitors rarely know the product name for what they need.
The central design decision. Rather than listing policy types, we built the entry point around life events: Getting Married, Manage My Family, Choose Retirement. Three tabs sitting directly beneath the hero. Nobody wakes up wanting whole-of-life cover; they wake up having had a baby or bought a house. Organising by circumstance rather than by product lets someone self-select without understanding the industry's vocabulary first.
Layout. Below that, a four-icon service grid gives the conventional route for visitors who do know what they want — two paths to the same policies, serving two levels of knowledge.
Building confidence. Large statistics are set as oversized numerals with small captions, so scale registers at a glance. Insurance is bought on the belief that the company will still be there and can pay; big plain numbers make that case faster than paragraphs. The teal-to-purple gradient keeps it warm rather than clinical.
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