AMP asked Deloitte Digital to reimagine their website to reflect a modern, trustworthy and approachable brand.
We explored three concepts based on the customer's intent when landing on AMP’s home page: Goals first, traditional product/task focused and a blended approach with high level references to goals.
AMP helps their customers find the right product by framing them around achieving their goals, therefore a ‘Goals first’ approach would focus on providing this personalised experience and reinforce the link between Goals, Products, Advice and Education. We landed on a blended approach of goal and product driven, providing a balance between utility and marketing.
We focused on using AMP's mid and dark blues to ground the brand's identity and communicate trust & maturity. Typography, imagery and iconography work together seamlessly to engage and guide the user with clear intent. Information is served in a manner that supports customers in making informed decisions for their futures.
With plenty of white space and Netflix-style content, simplicity meets functionality to provide an intuitive user experience that encourages exploration.
