AJG (Arthur J. Gallagher)

Something like a global domain landing page seems like a relatively simple task. However, sometimes when working with a corporation of this size, there’s some… “red tape” that needs to be accounted for. Ultimately understanding their structure, history and overall global presence led to a faster overall launch.

Research. Design. Test. Rinse/Repeat.

When applying design thinking to any task, as designers, we fall into a rhythm sometimes where we follow the same “proven” process that works instead of trying new ones and learning the outcome.

Different challenges invite different techniques.  With the challenge of designing a landing page that appeases multiple Stakeholders high in the org chart, it was very important to have an ally in a similar higher position to help toot the UX horn with me.

Before creating wireframes, we started to review the competitive landscape. After logging and discussing common patterns found from the “competitive mood board”, eventually those discoveries led and informed our first round of designs to react to.

I started to test various elements of the regional selection component to see which received the most positive response from our target audience. In this case, to avoid internal conflict, we tested with an outside group and gave them a task driven questionnaire while being recorded.

As we observed the pain points, areas of friction and vocal confusion, we gathered new ways to improve the overall experience and immediately re-tested with a new group of individuals from the same “target audience”.

Outside of testing feedback, other internal conditions needed to be examined:

  • Which regions take priority based on office size/internal politics? Do analytics have a say?
  • How many regional offices have a website that’s actually ready to be viewed / maintains current updated branding during digital transformation?
  • What content needs to live on the page in addition to the region selection?
  • What photography is allowed, and what branding elements need to be on the page?
  • What concepts have been considered in the past, and what did stakeholders say?


In this case, the solution was pretty clear. Provide a page design that checked all the requirement boxes and deliver the design to the development team with redlines if necessary. In this case, we leveraged the power of Zeplin + Sketch.