Alexander Forbes
Gold Standard
My Role - Research, Creative & Design Direction, UI/UX Design, Coaching
The Brief
This project is focused on delivering a comprehensive digital solution for Alexander Forbes, with the aim of strengthening their brand presence and enhancing user engagement across web and mobile platforms. The primary objective is to create an experience that builds trust, supports customer journeys, and positions Alexander Forbes as a market leader in financial services. Our approach will be guided by clear KPIs, and every stage will reflect the brand’s values and focus on delivering measurable outcomes.
Best In Class Review
I conducted a comprehensive review of competitors, digital banks, top global banks, and leading South African banks to benchmark best practices for Alexander Forbes.
Requirements Gathering
To ensure a thorough understanding of the project’s needs, we began by conducting a series of remote calls from the UK. These initial discussions helped us clarify the overall project scope and identify key priorities. Following this, we spent two intensive weeks on-site in South Africa, collaborating closely with the Alexander Forbes team.
During our time in South Africa, we met with department heads and stakeholders from across the organisation. This face-to-face engagement allowed us to gather detailed requirements, uncover valuable insights, and develop a shared understanding of the business objectives. By combining remote and on-site discovery, we ensured the project was built on a solid foundation of first-hand knowledge and cross-functional input.
Photograhy Direction
For the photography direction, I explored four distinct creative routes to reflect the Alexander Forbes brand and resonate with the target audience. The first route, Wellbeing, focused on positive, everyday moments that represent security and a bright future. The second, 24/7 Life, captured the vibrancy and diversity of daily experiences, highlighting constant accessibility and support. The third, Honest, aimed for an authentic and candid approach, using real, unfiltered imagery to build trust. The fourth route, Abstract, introduced a conceptual visual style, using abstraction to convey innovation and forward-thinking values.
By presenting these four options, I was able to give the team a broad visual palette and set a strong foundation for the photographic storytelling that would shape the Alexander Forbes brand.
Well Being
Customer stories told through beautiful sunlit imagery, highlighting their financial well being.
24/7 Life
24 hour city and scenic images conveying we are there for our customers 24/7.
Honest
Images showing our customers in relaxed environments, loving and living life.
Abstract
Abstract view of world wide financial influences.
A Human Home
I set the creative direction for the Alexander Forbes homepage, focusing on a more human approach to life insurance, pensions, and savings. Using research insights, I chose authentic images of South African families, real people our audience could relate to. To build trust in a market wary of banks, we let genuine stories and video testimonials do the talking, creating a welcoming entry point into the customer journey.
Wire Frames
Given the tight schedule, I worked closely alongside a Mid Weight UX Designer, adopting a more fluid and adaptive process than the typical linear approach. With my background as Director of UX and Design, I often design in full colour, allowing the user experience to take shape directly within the visual design rather than waiting for wireframes.
This meant our workflow was highly collaborative and iterative, with ideas bouncing back and forth until we’d established the full site structure. Rather than a rigid step-by-step process, design and wireframes evolved together, allowing us to move quickly and ensure both clarity and cohesion throughout the project.
We had to deliver wire frames as part of the brief, but it would be fair to say they followed the design.
Feedback
With a tight project timeline, we maximised our time in South Africa by gathering feedback directly from the Alexander Forbes team through face-to-face sessions. These in-person meetings allowed us to review work in real time, discuss ideas openly, and address questions or concerns immediately.
This approach enabled rapid design iterations and ensured that the content team had a clear understanding of how all elements would fit together. It also provided an opportunity to identify and address any gaps early on, resulting in a more cohesive and effective final product.
Responsive Grid & Layouts
I defined breakpoints and designed a flexible grid system to provide diverse layouts for all page templates. This ensured that different content types - charts, text, images, and navigation - were presented effectively across devices. Once the structure was set, I created variations for each content type at every breakpoint, enabling the team to build dynamic, responsive pages with ease.
Despite tight time constraints, I delivered more layouts and modules than initially expected. Feedback at project close highlighted that I had gone above and beyond.
Desktop View Page Layouts
I designed a series of desktop page layouts to provide clarity, consistency, and flexibility across the Alexander Forbes website. Each layout was tailored to showcase diverse content types, ensuring an engaging, easy-to-navigate experience for users on larger screens.
Mobile View Page Layouts
I created responsive mobile layouts to ensure a seamless user experience on smaller screens. Each design prioritised clarity, quick access to key information, and easy navigation, making it simple for users to engage with content on the go.
