Website redesign for "Synergy" Insurance Company
LLC Synergy (formerly National Insurance Group ROSENERGO) is a Russian insurance company providing insurance services for private and corporate clients.
The company requested a redesign of their website. The legacy site looked outdated, made information difficult to read, and did not support further scalability. One of the key goals was to design a scalable architecture that would allow the integration of a user portal in the future without the need for a complete architectural overhaul.
The project timeline is 2 months.
Phase 1: Goals and Objectives
The primary goal of the project was to redesign the company's legacy website and make the user experience of exploring insurance products more intuitive.
The project scope required:
• restructuring the website;
• building brand trust through a modern visual identity;
• streamlining the presentation of insurance service information;
• establishing a foundation for future product development and customer portal integration.
As the sole product designer on this project, I owned the end-to-end design process: I conducted competitive analysis, defined the information architecture, created wireframes, established the visual direction and UI Kit, and designed responsive layouts. Additionally, I handled the front-end implementation on Tilda using Zero Block, incorporating custom animations and code.
Phase 2: Research and UX/UI Design
The project began with a competitive analysis of the insurance industry. This benchmarking helped identify industry-standard UX patterns for site architecture, service positioning, and design patterns that build credibility and trust.
Based on the analysis results, a new landing page structure was developed. The primary objective was to establish a clear information hierarchy that enables users to quickly comprehend the company's services and move toward conversion.
Once the structure was approved, I prepared wireframes as a blueprint for the visual design phase.
Phase 3: Design and Iteration
During the visual design phase, I realized that the client and I had different expectations of what a "modern" interface should look like. To facilitate the discussion, I intentionally created a bold first concept that explored the full visual direction and established clear design boundaries.
After reviewing the concept, the client preferred a more restrained aesthetic. Rather than starting over, I preserved the underlying design principles and UI Kit, refining the visual language while keeping the system consistent. This approach led to a final design that met the client's expectations without compromising the integrity of the design system.
Consequently, during the design review and approval process, two design versions were developed based on a single UI Kit:
a concept featuring a stronger visual identity and modern design solutions;
a streamlined version, which was ultimately approved and implemented.
Phase 4: Implementation
The final stage consisted of independently building the website on Tilda using Zero Block. Custom code and advanced animations were also implemented to build specific blocks and visual effects.
As a result, a responsive insurance company website was designed and launched, featuring a restructured information architecture, an updated visual identity, and a solid foundation for future scalability.
The project deliverables included:
• prototypes of key pages;
• a comprehensive UI Kit;
• responsive layouts for desktop, tablet, and mobile devices;
• a fully developed website built on Tilda Zero Block, complete with custom animations and integrated custom code.
Link to the live Tilda website
View Live Site
Key Takeaways
The project became an exercise in balancing a strong visual concept with real-world business constraints.
Despite several rounds of iterations, I delivered a solution that satisfied the client while preserving the project's core ideas. The conceptual design generated significant engagement, becoming the most popular case study in my Behance portfolio.
Link to the Synergy project
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