Product Pages
Launched
Q3 2025
My Role
Sr. Product Designer
Scope
Research · Systems · Delivery
Scale
8 product lines
THE PROBLEM
A system that wasn’t built to scale
THE APPROACH
Redesigning the system behind the pages
I led the redesign of the full product section. The brief wasn’t to polish individual pages, it was to build a system that could carry eight distinct product lines from one foundation.
That meant building on three fronts at once:
UX strategy to set direction
Page-level content and layout design
Modular Figma template system, built to scale across the catalog
The goals were to consolidate redundant pages, make products easy to compare and navigate, and produce something brand-consistent, developer-friendly, and quick to clear compliance. It also had to land inside a major corporate rebrand, which added pressure to timing, legal approval, and content migration.
Research
What the audit showed
I audited 11 competitors, looking at information architecture, how deep product navigation ran, and visual hierarchy. The pattern was consistent.
91%
used scannable product overviews
73%
had category landing pages
And not one relied on a single monolithic page. Every competitor gave users a path to individual products. That settled the direction: the single long page had to go.
THE SYSTEM
A modular system, built to flex
The strategy was a shift from one long page to a modular, product-specific template system: lower cognitive load, better SEO and campaign flexibility, and direct access to any single product. Working with content design and subject-matter experts, I built the messaging around the advice-first POV and structured it to clear compliance with minimal friction.
In Figma, the system came together as consistent UI patterns across products, flexible CTAs and sections keyed to product type, and reusable components built for fast development and A/B testing. The throughline was holding standards steady while still meeting legal, brand, and SME needs. What shipped was a flexible system ready to carry future marketing and experimentation.
RESULTS
Results that scale
The new product pages launched above the 1.2% baseline connection rate across every line measured. Rates ran from 2.31% on Managed Accounts up to 6.75% on Dedicated Planning Services, 5.6x the baseline, with Life Insurance close behind at 6.22%.
Early connection rates by product line show strong engagement, led by Planning Services (6.75%) and
Life Insurance (6.22%). All are well above the 1.2% baseline.
The payoff goes past cleaner pages. The system compounds: reusable components speed development and QA, one standardized structure produces cleaner cross-product analytics, and a single experiment now scales across every product page at once. It also set the internal standard for how Thrivent presents digital product.
Eight product pages stopped being eight separate problems. They became one system that improves everywhere at once.
Reflection
Key takeaways
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Modularity beats rigidity: with the right structure, one template system scales and flexes across very different products.
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Less content, more clarity: in complex, trust-sensitive categories, cutting volume made the pages work harder.
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User-first copy speeds compliance: when the language is clear, legal review moves faster.
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Strong IA accelerates everyone: a clear structure lets product, marketing, legal, and development all move faster.