Challenge
Phoenix Life, part of Phoenix Group, manages the pensions of around 20% of UK households. Its Retirement Centre is a vital digital service for customers nearing and starting retirement, offering guides, tools, and regulatory updates. Launched in 2016, the platform had fallen behind in adapting to changing regulation, user expectations, or UX best practice. Navigation was complicated, content was difficult to find, and opportunities for engagement were missed at crucial points in the customer journey.
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Solution
Equator was appointed as the lead UX partner to modernise the Retirement Centre and ensure it continued to support customers at one of the most important life stages.
The programme focused on clarity, accessibility, and digital efficiency, while maintaining trust and regulatory confidence.
- Conducted immersive discovery workshops and data analysis to understand saver behaviours and needs.
- Defined clear user personas and mapped journeys aligned with retirement goals
- Audited the current experience and restructured the information architecture for clearer signposting.
- Delivered wireframes, page designs, and an in-browser style guide to ensure consistency
- Tested the new UX for usability and understanding.
Developed a refreshed tone of voice, SEO-optimised content, and animated explainer videos to simplify complex information.
Results
Improved findability and engagement with retirement content
Reduced friction for customers seeking guidance and reassurance
Created digital efficiencies across high-traffic retirement touchpoints
Outcome
Phoenix Life now operates a modernised Retirement Centre that helps millions of savers with clearer guidance, better engagement, and a future-ready UX. The platform continues to develop in line with regulations and customer expectations, reinforcing Phoenix Life’s role as a trusted retirement partner.