Brighthouse Financial Consumer Site

Brighthouse Financial Consumer Site

Role: Visual Design Lead

MetLife’s new life insurance and annuities company, Brighthouse Financial, was an unfamiliar name in a crowded landscape. They needed a site that would do a lot of heavy lifting at launch. Existing customers needed to feel confident that they were in good hands as they transitioned to the new company, and new customers needed to easily find (and understand) product information and educational content. 

My team and I worked to address these needs through a site that feels optimistic and approachable. From initial concepting to defining the overall design language, we created a site that stands out among the dense and often restrained offerings that tend to dominate the category.

Research & Strategy

Our team performed a host of research and strategy activities to create the foundation for the design effort. Stakeholder interviews helped elevate business goals critical to the transition while user research identified core customer needs around working with a new company. Competitive audits built an understanding of what else was happening in the industry. Content strategy alongside identification of key user flows and tasks began to paint the picture of site structure and initial page designs. 

Concepting

With end-to-end wireframe designs underway, the visual design team set about translating the new brand guidelines into home page concepts to establish the overall look and feel of the site. Our approach was centered around core themes of simplicity and optimism and we leaned heavily on the brand’s “spectrum” element to bring that to life. A range of four concept directions were presented through motion studies and click-through prototypes for both desktop and mobile formats.

Defining the System

The selected concept was refined and extended to various page templates across the site. Styles were established and a set of repeatable components began to emerge. These components were defined for development within the Adobe Experience Manager CMS so that content authors had a set of flexible building blocks for managing the site on their own.