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AIG Retirement Services

I led a small team of designers in modernizing and streamlining the AIG Retirement Services logged-in experience. We set out to create a digital environment that would embody the revitalized AIG brand while simplifying key customer journeys.

Role

Design Director, Design Lead

Employer

Goods & Services

Platforms

Web

Area

Website design, Design systems

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Background

AIG Retirement Services, part of the global insurance and finance leader AIG, found itself in need of a refreshed interface that could better support users’ retirement planning. Their existing customer dashboard and account pages had numerous usability and consistency issues, and lacked cohesion with the newly updated AIG brand identity. Additionally, the navigation and organization of content made it difficult for users to find critical information and complete tasks without frustration. It became clear that a complete overhaul was necessary—both to align with AIG’s rebranding and to address the usability challenges impacting customer satisfaction.

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Withdrawal User Flow

Approach

Guiding a multi-phase initiative, our team began by interviewing key stakeholders to uncover pressing pain points, followed by an in-depth analysis of the current site’s user flows, information architecture, and design patterns. Based on these findings, we worked closely with AIG Retirement Services to define updated personas and develop optimized user journeys for frequent tasks, ensuring we reduced repetitive steps and friction along the way. We then introduced a flexible design system complete with reusable components and page templates, empowering the internal design team at AIG Retirement Services to scale and maintain consistency going forward.

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Impact

The redesigned platform offers clearer navigation, simplified workflows, and stronger alignment with the new AIG brand. Usability testing showed that customers were able to find key information more quickly and move through tasks with greater confidence. Accessibility improvements ensured that the interface accommodated a broader range of users, and the cohesive design system streamlined future updates for internal teams. Overall, the initiative successfully transformed the logged-in experience into a more intuitive, inclusive, and on-brand digital environment—positioning AIG Retirement Services for continued growth and innovation.

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