Timeline
2024
Role
Team
LMA internal team + studio
Tools
Figma · Webflow
01The Brief
How might we...
How might we create an intuitive, scalable resources website for users navigating a complex — and constantly evolving — global insurance vision?
02Context
A legacy website holding back a world-leading brand
LMA is a world-leading marketplace for complex risk — but their Dare site had fallen three years behind. Navigation was confusing, content was buried, and the design system was too fragmented to maintain. The brief: redesign it end-to-end, and hand it back cleanly.
03Insights Discovered
Three pillars of friction
A site audit surfaced three consistent friction points: buried resources, inconsistent templates that made updates risky, and a visual language that no longer matched LMA's authority. Navigation, scalability, and brand became the three pillars guiding every decision.
04Process
Structured redesign, end to end
The redesign moved through three structured phases: IA overhaul, a modular Figma component system, then a collaborative Webflow build. Each phase was timed to LMA's review cycles — keeping feedback tight and scope clean.
Understanding the existing structure
I mapped the existing sitemap and user journeys to find where structure and behaviour diverged. That audit became the foundation for the new IA.
Building the design system
A modular component library — buttons, cards, nav patterns, page templates — was built in Figma for direct Webflow translation. Stress-tested across breakpoints before a line was built.
Collaborative build and refinement
The LMA team fed in regularly throughout the Webflow build. Iterations were presented at key milestones — keeping everyone aligned without scope creep.
05Solution
A site built to last
The redesigned LMA Dare site delivers a clear, navigable structure built on a scalable component system — one the LMA team can maintain and extend without external design support.
Rebuilt Information Architecture
A new sitemap reorganised around how users actually seek out complex insurance resources — reducing click depth and making secondary content accessible from every primary page.
Scalable Component System
A full design system — designed in Figma and implemented directly in Webflow — gives the LMA team the building blocks to add new content without disrupting visual consistency.
Responsive Animations
Scroll-triggered animations and smooth page transitions were stress-tested across all major breakpoints, ensuring the premium feel of the site held across device types.
06Outcome
Stronger brand, scalable by design
The client received a responsive, clearly structured site with improved SEO and a clean CMS workflow. A stronger expression of LMA's brand in market — and the reception opened the door to further work together.
Scalable
Internal team can now add content and new solutions independently
95
SUS score achieved in client usability testing
