New York Life

Digital brand refresh, site design, design system, style guide, and Agent Locator tool for the third-largest life insurance company in the world.

Brief

Part of a broader strategic project with argodesign, I helped refresh New York Life's digital presence, create and manage a design system and style guide, and design an Agent Locator experience to help connect potential customers with local New York Life representatives.

Deliverables

Digital Brand Refresh
Page Designs
Component & Page Builds in AEM
Design System and Style Guide
Agent Locator Tool

Agency & Project Links

argodesign

Senior Product Designer

newyorklife.com

New York Life Agent Locator

A new experience powered by a comprehensive design system and style guide

The new NYL.com was designed to highlight and provide more clarity to New York Life's focus on the customer while deepening brand equity and trust.

New York Life's digital brand guidelines came to us with a number of accessibility issues, so we completely reevaluated the use of color to maintain brand harmony and accessibility compliance.

The new design system comprises thousands of variants within hundreds of components, making it simple to build out new page designs. In addition, we helped build out our system in Adobe Experience Manager to help their team author pages quickly to design specs.

A tool to find the NYL Agent that's right for you

New York Life wanted a tool that enabled potential customers to find a local agent that not only specialized in their desired product, but one they could connect with on a more personal level.

With the Agent Locator tool, users are able to search for a local agent in specialized fields that share the same cultural background and speak their preferred language.

We worked through detailed logic for search results and filtering and put our hypotheses through multiple rounds of usability testing to find the most user-centric solution.

We delivered thoroughly documented designs for desktop, tablet, and mobile, and worked directly with a third-party development team to ensure designs were built to spec.