Website rebranding
Feature Focus
Dashboard
Redesigned website layout, typography, and color system
Redesigned website layout, typography, and color system
Ensuro is a blockchain-based, licensed (re)insurance company aiming to make insurance more accessible to the public, allowing anyone to invest in insurance risk and benefit from it.
After collaborating on a previous “add-a-feature” project with Ensuro, the team decided to continue working with me on a full rebranding. We focused on a complete visual redesign and reorganized the website’s content for improved clarity and consistency.
Ensuro is a blockchain-based, licensed (re)insurance company that aims to make insurance more accessible to the public, allowing anyone to invest in insurance risk and benefit from it.
My experience as an Ensuro user informed my design decisions
This solo project, part of my DesignLab bootcamp, involved designing and adding a new feature to the Ensuro website. I handled everything from identifying the problem to UX research, visual design, and prototyping.
Role
Role
UX/UI Designer responsible for optimizing the color palette, selecting typography, refining copy, and supporting the launch.
UX/UI Designer responsible for optimizing the color palette, selecting typography, refining copy, and supporting the launch.
Goal
Goal
Improve the user experience by restructuring the website’s content flow and refining the copy.
To improve the user experience by creating a dashboard for better investment tracking
Problem
Problem
Users had difficulty understanding the business model and navigating the website.
Users had difficulty understanding the business model and navigating the website.
Tool
Tool
Figma, Framer, Notion, Google Docs, Cloudflare
Figma, Framer, Notion, Google Docs, Cloudflare
New home page
New home page
Refined the overall brand voice
Refined the overall brand voice
Color palette
Color palette
To refresh Ensuro’s branding, I made subtle updates to the color palette to align with the tone the team envisioned: professional, trustworthy and elegant. Given that Ensuro has been in the market for about four years, a complete makeover wasn’t necessary. Instead, I slightly adjusted the colors, selecting a refined blue and orange that better reflect the team’s energy and the company’s character.
To refresh Ensuro’s branding, I made subtle updates to the color palette to align with the tone the team envisioned: professional, trustworthy and elegant. Given that Ensuro has been in the market for about four years, a complete makeover wasn’t necessary. Instead, I slightly adjusted the colors, selecting a refined blue and orange that better reflect the team’s energy and the company’s character.
Typography Update
Typography Update
The original font, Jost, appeared too playful for an insurance-oriented business and compromised readability, especially since the site contains a significant amount of longer-form content.
I replaced it with:
• Inter for body text: clean, modern, and readable while still maintaining a youthful, startup-friendly vibe.
• Gilda Display for headlines and accents: introduces an elegant, refined touch as requested by the team.
The original font, Jost, appeared too playful for an insurance-oriented business and compromised readability, especially they have quite a lot of longer-form content. I replaced it with:
• Inter for body text: clean, modern, and readable while still maintaining a youthful, startup-friendly vibe.
• Gilda Display for headlines and accents: introduces an elegant, refined touch as requested by the team.
The original font, Jost, appeared too playful for an insurance-oriented business and compromised readability, especially they have quite a lot of longer-form content.
I replaced it with:
• Inter for body text: clean, modern, and readable while still maintaining a youthful, startup-friendly vibe.
• Gilda Display for headlines and accents: introduces an elegant, refined touch as requested by the team.
Tackling Key Challenges
Tackling Key Challenges
Two Distinct Target Audiences
Two Distinct Target Audiences
The client considered creating two separate websites to serve their two main target audiences.
The client considered creating two separate websites to serve their two main target audiences.
I proposed using two prominent CTA buttons on the hero section to guide each audience segment from the start. Splitting into two sites could fragment traffic and confuse visitors about the company’s identity.
I proposed using two prominent CTA buttons on the hero section to guide each audience segment from the start. Splitting into two sites could fragment traffic and confuse visitors about the company’s identity.
Overly Wordy Content and Poor Navigation
Users shared feedback that the original site was too content-heavy, difficult to understand, and hard to navigate due to complex language and structure.
Ensuro allows users to invest in individual pools, but once connected, there’s no centralized view of their portfolio. Users must manually click into each pool to see where their funds are allocated, which becomes frustrating—especially for those managing multiple investments or checking in occasionally.
I asked the team to compile all content into a shared document. I then distilled and restructured the copy, turning it into scannable, visual content blocks and motion design with clearer navigation.
I asked the team to compile all content into a shared document. I then distilled and restructured the copy, turning it into scannable, visual content blocks and motion design with clearer navigation.
Quick Reflect on the processes
Quick Reflect on the processes
After this case, I created a content guideline for the client to help them provide the initial content more effectively. This makes it clearer what content I might need and helps the company organize their internal resources more logically.
To understand Ensuro’s user experience, I interviewed three investors—Lulu, Mario, and Nicolas—and recorded their feedback to identify patterns in their needs and frustrations.
I organized their feedback into an affinity map, grouping insights into five categories: user habits, difficulties, tracking methods, suggestions, and current strengths.
Site map
Site map
A simplified and more intuitive sitemap was developed to align with the user journeys of both audience types.
A simplified and more intuitive sitemap was developed to align with the user journeys of both audience types.
Footer sitemap Before/ After
Footer sitemap Before/ After
Home page sitemap Before/ After
Home page sitemap Before/ After
Low-fidelity Wireframes
Low-fidelity Wireframes
I created low-fidelity wireframes to explore layout, structure, and early interaction patterns based on client-provided content. During this step, I also optimized the copy—cleaning up overlapping information, improving flow, and restructuring it to support clearer visual hierarchy and smoother storytelling.
I created low-fidelity wireframes to explore layout, structure, and early interaction patterns based on client-provided content. During this step, I also optimized the copy—cleaning up overlapping information, improving flow, and restructuring it to support clearer visual hierarchy and smoother storytelling.
Bringing the Website to Life
Bringing the Website to Life
Now we have the low-fidelity Wireframes in place, I proposed motion and animation possibilities for each section and page, helping the client visualize how the site could behave.
After aligning on the motion direction, we transitioned from Figma to Framer, where I directly implemented the animations based on our agreement.
Mid-Fidelity Prototypes
Mid-Fidelity Prototypes
I applied colors and added content provided by the client, while also building out the motion in Framer. Since most pages follow the same layout, we used the Companies page and one Service page to demonstrate how the design and motion would work.
I applied colors and added content provided by the client, while also building out the motion in Framer. Since most pages follow the same layout, we used the Companies page and one Service page to demonstrate how the design and motion would work.
1st Iteration - Key Updates
1st Iteration - Key Updates
1st Iteration - Key Updates
Increased the grain in the gradient background image for added texture
Adjusted typography style and color for better readability over the gradient
Made error messages below input fields more noticeable for accessibility
Switched the logo color to the version with the orange accent
Added glowing animation to the homepage CTA—starts automatically, then shifts to hover-to-shine interaction
User Testing
User Testing
Positive Feedback:
Positive Feedback:
Positive Feedback:
The interface is clean and intuitive.
The design is easy to navigate.
Participants understood the dashboard’s purpose and found it effective in conveying information.
The interface is clean and intuitive.
The design is easy to navigate.
Participants understood the dashboard’s purpose and found it effective in conveying information.
The interface is clean and intuitive.
The design is easy to navigate.
Participants understood the dashboard’s purpose and found it effective in conveying information.
Areas for Improvement:
Areas for Improvement:
Areas for Improvement:
The pie chart proportion is too small compared to other elements.
The deposit button is wider than the withdraw button, which bothers users; suggestion to use different colors instead of size to highlight.
The deposit/withdraw tabs in the pop-up screen draw too much attention, potentially leading to errors (e.g., depositing instead of withdrawing); suggestion to remove the ability to switch tabs.
Too many colors in one screen (e.g., 13 colors noted); suggestion to reduce to 6-7 colors for better balance.
Font inconsistencies (e.g., Inter for Portfolio Summary, Jost for the rest); suggestion to harmonize fonts.
Colors across movement tables need to be more consistent.
The pie chart proportion is too small compared to other elements.
The deposit button is wider than the withdraw button, which bothers users; suggestion to use different colors instead of size to highlight.
The deposit/withdraw tabs in the pop-up screen draw too much attention, potentially leading to errors (e.g., depositing instead of withdrawing); suggestion to remove the ability to switch tabs.
Too many colors in one screen (e.g., 13 colors noted); suggestion to reduce to 6-7 colors for better balance.
Font inconsistencies (e.g., Inter for Portfolio Summary, Jost for the rest); suggestion to harmonize fonts.
Colors across movement tables need to be more consistent.
The pie chart proportion is too small compared to other elements.
The deposit button is wider than the withdraw button, which bothers users; suggestion to use different colors instead of size to highlight.
The deposit/withdraw tabs in the pop-up screen draw too much attention, potentially leading to errors (e.g., depositing instead of withdrawing); suggestion to remove the ability to switch tabs.
Too many colors in one screen (e.g., 13 colors noted); suggestion to reduce to 6-7 colors for better balance.
Font inconsistencies (e.g., Inter for Portfolio Summary, Jost for the rest); suggestion to harmonize fonts.
Colors across movement tables need to be more consistent.
Final High-Fidelity wireframes
Final High-Fidelity wireframes
More details of the flows of the deposit and error/ successful message.
More details of the flows of the deposit and error/ successful message.
Final High-Fidelity Prototype
Final High-Fidelity Prototype
Below is the final high-fidelity prototype video, showcasing the new dashboard feature, demonstrating seamless investment tracking, depositing, and reporting feature.
Below is the final high-fidelity prototype video, showcasing the new dashboard feature, demonstrating seamless investment tracking, depositing, and reporting feature.
Impact and Reflection
Impact and Reflection
The redesign helped clarify Ensuro’s message and improved usability across both target audiences. Through this project, I strengthened my ability to distill complex content and translate it into elegant, user-centered design solutions.
The redesign helped clarify Ensuro’s message and improved usability across both target audiences. Through this project, I strengthened my ability to distill complex content and translate it into elegant, user-centered design solutions.