Picture two people landing on the same website.

The first is a 32-year-old comparing health insurance plans for his family. He's not sure he even needs one yet. He needs to be convinced before he buys.

The second is an HR manager at a 200-person company, researching group mediclaim for her team. She already knows she needs it. She needs to see if AU can handle her scale.

Same bank. Same design system. Same colours, same fonts, same components. But these two people need completely different pages.

The constraint shaped the work.

AU's design system was fixed. No new components, no new typography, no new colours. Our job was to make the pages feel meaningfully better using only what already existed. The one exception: sourced 3D icons to add visual energy where flat icons felt lifeless.

We finalised content before touching a single wireframe. That's what made the one-month-per-page timeline possible.

For the individual, we built trust first.

Personalised greeting on mobile. A clear "why you need this" section before any product detail. Inclusions and exclusions shown side by side with equal weight, not buried in fine print. A sticky nav so no one gets lost on a long page. And a quote flow that reassured users about privacy at every step.

For the business buyer, we spoke two languages at once.

An HR manager needs ROI arguments. An employee needs coverage details. We put both on the same page, side by side, weighted equally. Stats bar up top with real numbers: 500+ businesses, 100K+ lives, 95%+ renewal rate. Named client testimonials with logos. And a quote modal that said outright: "Human help. We don't use bots."

What carried forward

The page structure we built is now AU's template for all new insurance product lines. Sticky nav, tabbed content, 3D icon system, two-column quote modal. Built once, reused everywhere.