Client: Unbiased

Summary

Unbiased is a digital platform connecting people with trusted financial advice. The business needed to modernise its brand and digital presence to better attract a younger audience, without alienating existing users or compromising its credibility. I led the UX and UI design across the redesign, from research through to delivery, creating a refreshed digital experience grounded in real user needs.

Challenge

The existing Unbiased site was content-heavy and visually dated, which posed a problem for younger, digitally native users. The client wanted a complete visual refresh, but with careful attention to UX clarity and consistency across a complex site architecture. The challenge was to introduce a modern, compelling design language while simplifying the experience for users navigating financial advice, often for the first time.

Process

We began by running stakeholder workshops and conducting qualitative research with users in the 25–40 age bracket to identify pain points and digital habits. Key themes emerged around trust, clarity of value, and overwhelming content presentation.

From there, I led the creation of wireframes and prototypes, mapping out a new information architecture and cleaner user journeys. Key improvements included:

• A reorganised homepage with clear user pathways and tailored CTAs

• New navigation patterns designed around real-world user tasks

• Refreshed visual language including colour palette, typography, and iconography

• Stronger visual hierarchy and modular layouts to support scannability

User Testing

We ran iterative usability testing across multiple design phases, using both moderated and unmoderated sessions. These helped us fine-tune key flows like “finding an adviser,” validating that the new content hierarchy reduced user confusion and improved trust signals. We also tested alternate visual styles to land on a direction that felt more relevant and welcoming to our target audience.

Outcome

The redesign delivered a streamlined, modern experience that felt more accessible and human, without sacrificing the credibility Unbiased is known for. Key outcomes included:

• Increased engagement on primary conversion pages (e.g. “Find an Adviser”)

• Stronger mobile experience, reducing bounce on smaller devices

• Clearer user journeys and improved navigation confidence

• A distinctive, consistent brand identity that supports future growth

The final design was well received by both internal teams and end users, achieving the balance of usability and brand distinctiveness the client had hoped for.