Challenge Summary
Welcome to – New York Life Landing Page Design Challenge. This is a follow up to our last landing page design challenge. The last challenge provided us with a lot of very interesting ideas to work with for the mobile version. This time, we want the focus to be solely on the desktop experience. We want to really push the design of this landing page sequence and do something that is nothing like what we have today that you feel will increase conversions. Show us your creativity!
The task of this challenge is to create a new landing page experience (desktop view) that focuses on driving engagement (form), while providing easy access to supporting information/elements for AARP Term Life Insurance from New York Life Insurance Company.
Focus on creating an engaging desktop experience that is very different from the experience we have today, keeping in mind that this landing page will be built responsively. Please make sure the landing page leads with at least one form field. We are really excited to see your designs for this challenge.
Good luck on this challenge.
Round 1
Submit your initial design concepts for the Checkpoint
1) Landing Page
2) Quote Reveal Page
Notes.jpg: Please include any comments about your design for the Client.
Feel free to add additional views showing alternate states (drop select, hover states, etc)
Make sure all pages have a logical flow / Use correct file numbering (01, 02, 03)
Round 2
Your Final designs for all the required designs with all Checkpoint Feedback implemented.
1) Landing Page
2) Quote Reveal Page
Notes.jpg: Please include any comments about your design for the Client.
Feel free to add additional views showing alternate states (drop select, hover states, etc)
Make sure all pages have a logical flow / Use correct file numbering (01, 02, 03)
About New York Life:
New York Life Insurance Company (NYLIC) is the largest mutual life-insurance company in the United States, and one of the largest life insurers in the world. New York Life has achieved the best possible ratings by the four independent rating companies (Standard & Poor's, AM Best, Moody's and Fitch). Other New York Life affiliates provide an array of securities products and services, as well as institutional and retail mutual funds.
This project is about redesigning the landing page and quote reveal page user experience for AARP Term Life Insurance from New York Life Insurance Company.
Design Considerations:
Overall Design:
- There are no specific branding guidelines, you are free to (and encouraged to) explore the colors, fonts, and layout that fit best with your concept idea. Keep in mind that coloration and
layout should drive response. Research what colors drive users (specifically older users) to engage with a form.
- Form experience CAN be a multi step experience (maximum of 3 steps)
- Form DOES NOT have to stay on the right. This can be explored.
- Landing page must lead with at least one form field on the initial view.
- Form or part of the form needs be visible at top of page (above the 600 pixel vertical fold mark)
- We do not want to see designs that look similar to our current design.
- Remember our audience is age 50 and over, please use intuitive UI and design elements.
- Be sure your design elements are “responsive friendly” and can be easily converted to a mobile experience.
- This landing page is meant to drive quotes and applications so leading the user into the form completion is key.
- We do not want this to look like a website! Users should not mistake it as such.
- Reversed out type, specifically on forms or important call to action does not work well with an older audience. Keep reversed type to a minimum or for less important text.
- Standard design elements (normal button shapes) are preferred and encouraged.
- Use of imagery (lifestyle photography and/or infographics/icons are encouraged as supporting design elements)
Design Goals:
- Modernize the current page
- Lead the user from the text to the form (different layouts are encouraged)
- Having users complete the form is the #1 objective
- The form should look simple and easy to fill out- not overwhelming or time consuming
Design Size:
Desktop: 1280 px width and height as required
AARP Logo:
Regarding the usage of AARP logo size.
- Always scale the logo proportionally, without distortion.
- To ensure its integrity and visibility, keep clear of competing text, images, and graphics. Surround it on all sides with clear space - a minimum of half the height of the AARP/NYL logo.
- Ideally, the logo is visible on all views
Navigation:
- We need these links in navigation: “AARP Member Benefits, Join AARP, Renew AARP".
Legal Information:
- Please pay attention to the legal information shown in 1_Landing Page Legal Requirements.pdf
- You can grab the legal text copy from 3_InitialViewCopy.doc
Required Pages:
We need below pages to be designed.
1) Landing Page:
Reference: Page 1 in 1_Landing Page Legal Requirements.pdf
(or)
you can even view the current landing page experience here: https://www.nylaarp.com/Landing-Pages/TermQuoteApply
If you go to the live page please note:
- “I am an AARP Member” shows dynamic options based on your choice (we need to show this in the design)
- Choose “Alabama” as a state to show you the quote reveal page, and make sure your age is 50+ in order to proceed.
More about this landing page:
- This landing page supports our paid search efforts and many of our paid media campaigns including banner and email.
- A user reaches this landing page from our paid search from Google search results for the keyword “AARP Life Insurance” and also through the banner advertisements.
Quote Form details:
- Current form experience is a full form execution. It is OK to explore a multi-step form if you feel that may work best in a mobile experience.
- Do not omit any form fields. However, we are open to exploring a simplification of fields like translating the zip code into the city/state/zip.
- Email and Title are the only “optional” field. All other fields are required.
Form Elements:
- Title (Optional field)
- First Name
- Last Name
- Address
- City
- State
- Zip
- Date of Birth
- Gender
- Coverage
- Email (Optional field)
- Checkbox (Text copy: Yes, I would like to receive valuable product information and offers from the AARP Life Insurance Program from New York Life.)
- I am an AARP Member (options: yes / no)
- - - When the users selects "yes", we need to shown an additional text field with label "If you know your membership number, enter it here"
- - - When the user selects "no", we don't show the additional text field
Action button:
- "Get Instant Quote and Apply" button (On clicking this button, it shows the quote reveal page)
Text Copy:
- We would like you to use the text given in attached document “3_InitialViewCopy.doc”
- Please pay attention to the content hierarchy given for this in page 1 of 2_Content Hierarchy.pdf
2) Quote Reveal Page:
Reference: Page 2 in 1_Landing Page Legal Requirements.pdf
- Once the user submits the required details in the landing page form, then we show/reveal the quote details
- We are open to exploring the quote experience and how the user interacts with the quote
Text Copy:
- We would like you to use the text given in attached document “4_QuoteApplyCopy.doc”
- Please pay attention to the content hierarchy given for this in page 2 of 2_Content Hierarchy.pdf
Target Audience:
- 50 years old and over - need to be very obvious and clear not CUTE
- We want to modernize and update the overall design. Do not assume the audience it tech-savvy, the interactions should be clear and obvious.
Judging Criteria:
- How well you plan the user experience and capture your ideas visually.
- Your design should be possible to build and make sense as a responsive application
- Cleanliness of your graphics and design
- We do not want to see designs that look similar to our current design. Similar designs will be eliminated.
Submission & Source Files:
Preview Image
Please create your preview image as one (1) 1024x1024px JPG or PNG file in RGB color mode at 72dpi and place a screenshot of your submission within it.
Submission File
Submit JPG/PNG for your submission files.
Source Files
All original source files of the submitted design. Files should be created in Adobe Photoshop and saved as layered PSD file, or Adobe Illustrator as a layered AI file.
Final Fixes
As part of the final fixes phase you may be asked to modify your graphics (sizes or colors) or modify overall colors. We may ask you to update your design or graphics based on checkpoint feedback.
Please read the challenge specification carefully and watch the forums for any questions or feedback concerning this challenge. It is important that you monitor any updates provided by the client or Studio Admins in the forums. Please post any questions you might have for the client in the forums.