Starting mid-2016 the Nationwide User Experience team was tasked with redesigning following a shift of the Nationwide brand and strategic change in business priorities.  Working with our marketing partners, we analyzed our evolving demographics to create tangible segments.  Along with various user touch points and previous research was utilized to understand our customers needs and mindsets when visiting

Personal responsibilities included visual explorations of components, refinement of visual design system and preparation for development, design system guides for training, and  homepage and main product landing page designs for launch. 


Users are guided through both with content and visuals. As the users moves deeper into the site, the framework simplifies and the product content becomes more specific.

Github component libraries and design guides were created to educate both IT and other creative teams to understand the new system of components for