Redesigning Lloyd’s navigation and homepage to serve 2.6 million monthly users with clarity, accessibility, and measurable results.
My role
UX/UI design lead
Skill & SERVICES
UX/UI design
User research
Responsive web design
Prototyping
INDUSTRy(s)
Insurance
CUSTOMER
Lloyd's of London
Clarity at scale for 3,000+ pages
(The brief)
Lloyd’s is one of the world’s leading insurance marketplaces, with over 2.6 million monthly visitors and a complex digital ecosystem of 3,000+ pages. Navigation was consistently flagged by users and stakeholders as difficult to use, affecting discoverability and engagement across critical content areas.
I was brought in to lead the redesign of Lloyd’s global navigation and homepage, working alongside analysts, developers, and business stakeholders. The goal was clear: simplify journeys, improve clarity and bring a modern touch to Lloyd's timeless heritage.
THE CHALLENGE
(context)
Despite its global scale, Lloyd’s digital navigation was failing its users.
Only 3.8% of users engaged with navigation
Key content was buried and hard to discover
Accessibility issues limited usability
The homepage hero generated just 0.55% engagement
We saw a clear opportunity to simplify journeys and rebuild navigation as a scalable system that delivers clarity, accessibility, and measurable results.
RESEARCH
(DISCOVERING PAIN POINTS)
To understand where users were struggling, we combined qualitative insights with analytics from Contentsquare.
Top-task analysis revealed critical journeys and drop-offs.
Contentsquare analytics confirmed pain points, including low nav engagement and high bounce rates.
Heatmaps and click-tracking showed underperforming homepage hero elements.
Stakeholder workshops aligned business priorities with user needs.
These insights became the foundation of the redesign. Every navigation pattern and homepage structure was tied back to user pain points.
APPROACH
(How I did it)
Design & Testing
Developed scalable navigation patterns to work across global and local needs.
Reframed the homepage hero as a journey picker, guiding users directly to top tasks.
Prototyped and validated flows with users, iterating for clarity and accessibility.
Responsive by Design
Every component was designed to be fully responsive.
Navigation, hero modules, and pillar page templates adapted seamlessly from desktop to mobile.
Ensured consistency and clarity across all devices, with mobile journeys simplified for speed and accessibility.
Delivery
Created a design system for navigation and hero components.
Produced developer-ready documentation for seamless rollout.
Embedded accessibility compliance (WCAG 2.1) at every stage.
IMPACT
(WHAT WE ACHIEVED)
To understand where users were struggling, we combined qualitative insights with analytics taken from the Lloyd's website.
Top-task analysis highlighted the most critical journeys and revealed where users were dropping off.
Contentsquare data confirmed pain points: sharp drop-offs in navigation, high rage click rates, and low engagement in key areas.
Heatmaps and click-tracking exposed underperforming elements, including the homepage hero.
Stakeholder workshops ensured business priorities were aligned with user needs.
These insights directly shaped navigation patterns, labels, and homepage structure.
