TermLife2Go is a one-stop-shop for all things life insurance. It started out as a convoluted and outdated website that was hard for users to find the informtion they were looking for quickly. After a branding refresh and a newly organized site architecture, it's now much easier find the answers you're looking for.


Purchasing life insurance can be a scary topic for some people. Not only that, but it can be complex and confusing. I wanted to bring in some fresh and calming colors in the rebranding of TermLife2Go. On top of the new color palette and monderized logo, I created custom illustrations and graphics to help make the elements of life insurance more visually understandable.

Persona Building & Site Architecture

When it comes to life insurance, there are a number of different type of reasons people could be looking into it. For some people it's because they got married, had a kid, bought a house, have a dangerous job or hobby, and the list goes on. While thinking through these reasons, we realized we needed to make it easy to learn what kind of policies are available by browsing the site through an educational path.

My Process

  • Research: Understand the life insurance field and loan types. Talked with life insurance agents to figure out what questions they are asked most frequently by people.
  • Persona Building: Who needs life insurance and what might push them to look into researching & buying policies? What are their pain points?
  • Start Designing: Rebranding to Wireframing to High Fidelity Concepts
  • UX Check: What would help our users?
    • Build in buckets for the content to live to help users find what they need quickly and easily.
    • Bring up people's top questions about life insurance to the top of templates.
    • Provide moments of education with illustrations throughout the site that could help make life insurance simple to understand.
  • Work with Product Managers and Engineers on implementation: From file hand off to refining the tickets to pre-UAT to QA