Industry
Financial Services
Company
Thrivent Financial
Year
October 2023
Creating a Converting Site
Thrivent, a 100+ year old company evolving from life insurance to modern financial services, needed more than a visual refresh—it needed a shift in purpose. I led the design strategy for the website redesign, aligning a new brand direction with a restructured information architecture to deliver a more intuitive, user-centered experience that drove stronger conversion outcomes.
Problem
Problem headline
We tested a streamlined 5-page version of Thrivent.com focused on key user needs—learning about the company, understanding the advisor experience, and evaluating its value. The microsite outperformed the 700+ page legacy site, lifting conversions from 0.80% to 1.80% in three months. Building on this success, we refined and tested two new, user-centered site architectures for greater clarity and impact to guide our new navigation design.
Process
Testing a hypothesis and building on it
We tested a streamlined 5-page version of Thrivent.com focused on key user needs—learning about the company, understanding the advisor experience, and evaluating its value. The microsite outperformed the 700+ page legacy site, lifting conversions from 0.80% to 1.80% in three months. Building on this success, we refined and tested two new, user-centered site architectures for greater clarity and impact to guide our new navigation design.
Solution
Simplifying a complex 700+ page site to drive clarity, trust, and conversion
Partnering with product and engineering, we rearchitected Thrivent.com in phases, focusing on high-impact, conversion-driven sections. Guided by user journeys, we delivered a clearer site structure, advisor-aligned product pages, a trust-building About Us section, and an MVP quiz to qualify leads and guide next steps.
IMPACT
Strong signals we are heading in the right direction
Impact of new navigation, the advisor readiness assessment, the product pages
