Unilever Pension Hub

GOAL

Replace a fragmented and outdated digital estate with a unified, accessible, and user-friendly Pension Hub for all Unilever members.

GOAL

Replace a fragmented and outdated digital estate with a unified, accessible, and user-friendly Pension Hub for all Unilever members.

GOAL

Replace a fragmented and outdated digital estate with a unified, accessible, and user-friendly Pension Hub for all Unilever members.

CLIENT

Unilever

CLIENT

Unilever

CLIENT

Unilever

Role

UI/UX Designer

Role

UI/UX Designer

Role

UI/UX Designer

TImeline

Oct 2023 - June 2024

TImeline

Oct 2023 - June 2024

TImeline

Oct 2023 - June 2024

The Challenge

Unilever’s pension experience was spread across four separate websites (UUKPF, RSP, Benefit Choices, Money Matters), creating fragmentation, duplication, and inconsistent journeys.

Navigation was unintuitive, accessibility was limited, and members were frequently turning to the contact centre due to unclear site structure and content.

The new site needed to consolidate content, accommodate multiple member types (active, deferred, pensioners), and reflect both brand identity and regulatory standards.

Unilever’s pension experience was spread across four separate websites (UUKPF, RSP, Benefit Choices, Money Matters), creating fragmentation, duplication, and inconsistent journeys.

Navigation was unintuitive, accessibility was limited, and members were frequently turning to the contact centre due to unclear site structure and content.

The new site needed to consolidate content, accommodate multiple member types (active, deferred, pensioners), and reflect both brand identity and regulatory standards.

Unilever’s pension experience was spread across four separate websites (UUKPF, RSP, Benefit Choices, Money Matters), creating fragmentation, duplication, and inconsistent journeys.

Navigation was unintuitive, accessibility was limited, and members were frequently turning to the contact centre due to unclear site structure and content.

The new site needed to consolidate content, accommodate multiple member types (active, deferred, pensioners), and reflect both brand identity and regulatory standards.

Discovery & Digital Estate Review

Mapped the entire Unilever pensions ecosystem, including all live pages, navigation flows, and relationships between sites.

Analysed usage data (e.g., bounce rates, click patterns, popular pages) to identify friction points.

Highlighted major issues: duplicated content, inconsistent IA, inaccessible documents, and low engagement due to content overload.

Mapped the entire Unilever pensions ecosystem, including all live pages, navigation flows, and relationships between sites.

Analysed usage data (e.g., bounce rates, click patterns, popular pages) to identify friction points.

Highlighted major issues: duplicated content, inconsistent IA, inaccessible documents, and low engagement due to content overload.

Mapped the entire Unilever pensions ecosystem, including all live pages, navigation flows, and relationships between sites.

Analysed usage data (e.g., bounce rates, click patterns, popular pages) to identify friction points.

Highlighted major issues: duplicated content, inconsistent IA, inaccessible documents, and low engagement due to content overload.

Member Survey & User Research

To inform the UX strategy, we surveyed over 1,700 Unilever pension members, covering pensioners, actives, and deferred members.

Key Insights:

Many members — especially those over 50 — felt unsure if they were saving enough or how to plan for retirement.
Active and deferred members preferred online tools and self-service features, while many pensioners still valued print and phone-based support.
Most requested features included:
- Simple tools to estimate pension income
- Clear, step-by-step guidance
- Online access to update details and view benefits

UX Impact:

These findings helped shape a segmented experience, balancing digital-first tools with strong accessibility and offline support, tailored to varying levels of confidence and tech familiarity.

To inform the UX strategy, we surveyed over 1,700 Unilever pension members, covering pensioners, actives, and deferred members.

Key Insights:

Many members — especially those over 50 — felt unsure if they were saving enough or how to plan for retirement.
Active and deferred members preferred online tools and self-service features, while many pensioners still valued print and phone-based support.
Most requested features included:
- Simple tools to estimate pension income
- Clear, step-by-step guidance
- Online access to update details and view benefits

UX Impact:

These findings helped shape a segmented experience, balancing digital-first tools with strong accessibility and offline support, tailored to varying levels of confidence and tech familiarity.

To inform the UX strategy, we surveyed over 1,700 Unilever pension members, covering pensioners, actives, and deferred members.

Key Insights:

Many members — especially those over 50 — felt unsure if they were saving enough or how to plan for retirement.
Active and deferred members preferred online tools and self-service features, while many pensioners still valued print and phone-based support.
Most requested features included:
- Simple tools to estimate pension income
- Clear, step-by-step guidance
- Online access to update details and view benefits

UX Impact:

These findings helped shape a segmented experience, balancing digital-first tools with strong accessibility and offline support, tailored to varying levels of confidence and tech familiarity.

Personas

We created 11 personas to represent the a variety of user demographics. With Unilever’s goal is to enable and encourage self-service it was important that we create a product that caters to all levels of technical ability and accessibility.

UX Strategy

Proposed a unified Pension Hub with intelligent content filtering based on member type.

Identified core user goals: find scheme info, understand benefits, update details, and access resources like modellers or videos.

Recommended improvements like top nav consistency, sticky headers, breadcrumbs, and orientation aids for better site learnability.

UI Vision

Designed a modular component system that included accessible buttons, forms, collapsible panels, and infographics.
Created logic for using Unilever brand colours with accessibility in mind (WCAG compliance).
Design a website that feels at home in the Unilever ecosystem.
Introduced a consistent content tone and terminology across all pages, improving clarity and trust.

Proposed a unified Pension Hub with intelligent content filtering based on member type.

Identified core user goals: find scheme info, understand benefits, update details, and access resources like modellers or videos.

Recommended improvements like top nav consistency, sticky headers, breadcrumbs, and orientation aids for better site learnability.

UI Vision

Designed a modular component system that included accessible buttons, forms, collapsible panels, and infographics.
Created logic for using Unilever brand colours with accessibility in mind (WCAG compliance).
Design a website that feels at home in the Unilever ecosystem.
Introduced a consistent content tone and terminology across all pages, improving clarity and trust.

Proposed a unified Pension Hub with intelligent content filtering based on member type.

Identified core user goals: find scheme info, understand benefits, update details, and access resources like modellers or videos.

Recommended improvements like top nav consistency, sticky headers, breadcrumbs, and orientation aids for better site learnability.

UI Vision

Designed a modular component system that included accessible buttons, forms, collapsible panels, and infographics.
Created logic for using Unilever brand colours with accessibility in mind (WCAG compliance).
Design a website that feels at home in the Unilever ecosystem.
Introduced a consistent content tone and terminology across all pages, improving clarity and trust.

Redesign and Design System Thinking

Wireframes

Using insights from the digital estate review and member survey, we developed low-fidelity wireframes to test navigation flows, content hierarchy, and segmented user journeys for active, deferred, and pensioner members.

Wireframes

Wireframes

Modular Design System

We created a scalable component library aligned with Unilever’s brand, designed to work across devices and meet WCAG 2.1 AA standards.

Components: Tiles, accordions, tabbed content, tooltips, alert banners, calculators, and resource cards
Brand Integration: Accessible application of Unilever’s colour palette, typography, and illustration style
Consistency: Shared layouts and interactions across all pages for better learnability and reduced cognitive load
Accessibility: Semantic HTML, clear focus states, descriptive link labels, and print-friendly layouts

Modular Design System

We created a scalable component library aligned with Unilever’s brand, designed to work across devices and meet WCAG 2.1 AA standards.

Components: Tiles, accordions, tabbed content, tooltips, alert banners, calculators, and resource cards
Brand Integration: Accessible application of Unilever’s colour palette, typography, and illustration style
Consistency: Shared layouts and interactions across all pages for better learnability and reduced cognitive load
Accessibility: Semantic HTML, clear focus states, descriptive link labels, and print-friendly layouts

Modular Design System

We created a scalable component library aligned with Unilever’s brand, designed to work across devices and meet WCAG 2.1 AA standards.

Components: Tiles, accordions, tabbed content, tooltips, alert banners, calculators, and resource cards
Brand Integration: Accessible application of Unilever’s colour palette, typography, and illustration style
Consistency: Shared layouts and interactions across all pages for better learnability and reduced cognitive load
Accessibility: Semantic HTML, clear focus states, descriptive link labels, and print-friendly layouts

Finished Outcome

The new Unilever Pension Hub brings all member information into one unified, responsive platform:

Segmented journeys ensure members only see content relevant to their scheme and status
Integrated with the HOP portal, enabling members to view benefits, update details, and access pension tools securely
Richer content formats including videos, infographics, and interactive tools to support varied learning styles
Consistent, intuitive navigation across all sections to encourage self-service and reduce reliance on the contact centre

Finished Outcome

The new Unilever Pension Hub brings all member information into one unified, responsive platform:

Segmented journeys ensure members only see content relevant to their scheme and status
Integrated with the HOP portal, enabling members to view benefits, update details, and access pension tools securely
Richer content formats including videos, infographics, and interactive tools to support varied learning styles
Consistent, intuitive navigation across all sections to encourage self-service and reduce reliance on the contact centre

Finished Outcome

The new Unilever Pension Hub brings all member information into one unified, responsive platform:

Segmented journeys ensure members only see content relevant to their scheme and status
Integrated with the HOP portal, enabling members to view benefits, update details, and access pension tools securely
Richer content formats including videos, infographics, and interactive tools to support varied learning styles
Consistent, intuitive navigation across all sections to encourage self-service and reduce reliance on the contact centre

Barbr

Developed a cohesive visual identity, including logo, typography, and color palette. The new branding reinforced consistency across platforms, increasing brand recognition and audience engagement.

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