not a website redesign. a group-wide realignment

design thinking ux research figma prototype design thinking liferay dxp agile production

client

ICEA LION Group

sector

insurance · pensions · investments

timeline

phase 2 · liferay dxp build

markets

kenya · uganda · tanzania

01 · the challenge

ICEA LION is one of East Africa’s leading diversified financial services groups — insurance, pensions, investments and trusts serving customers across Kenya, Uganda and Tanzania. Its digital presence had grown organically alongside the business, and the group needed more than a facelift: a strategic foundation that could unify every business line, serve radically different customer journeys — from a first-time pension saver to an institutional broker — and carry the group through its next decade of growth.

02 · the approach

design-thinking workshops Five stakeholder-centric sessions with 45+ participants from across the group — leadership, business lines and customer-facing teams.

personas & journey mapping Customer archetypes and end-to-end journeys developed for every business line, from retail insurance to institutional investment.

validation survey A 95-respondent survey testing the workshop hypotheses against real customer expectations before a single screen was designed.

technical & ux audit A full audit of the existing estate — performance, accessibility, information architecture and content.

high-fidelity prototype Nearly 100 Figma screens covering all business lines — including a dedicated agent and broker portal — as the validated blueprint for the build.

phase 2: production Implementation on Liferay DXP now in progress, with Dotsavvy in a Website Production Management role under an Agile methodology.