SIGN-OFF EXPERIENCE

Visual Design for Prudential Financial

Background

The Prudential sign-off page is seen by thousands of customers each year, making it one of the highest-traffic surfaces on the site. The opportunity was to turn a transactional dead-end into a visually distinctive moment that promoted an instant life insurance quote as the primary CTA, surfaced quick links for re-engagement, and still made it easy for users to log back in. With that volume of traffic, creativity and custom development were actively encouraged.

My role

Visual design lead for the page. I partnered with a developer to ensure custom layout choices were feasible to build, and worked with an ADA specialist to keep the page fully accessible to company standards. The core visual challenge was compositional: a significant amount of content (the log-back-in form, hero CTA, quick links, product modules, and security messaging) needed to coexist on one page without feeling crowded, which meant building hierarchy strong enough to let the eye move through density without losing the primary CTA.

Wireframes

I started with rough hand sketches to test layout directions. After exploring several structures, I committed to a full-bleed hero image as the foundation, with content modules anchored in a defined card below. The full-bleed approach gave the page a single dominant visual moment and let everything else organize cleanly around it.

Visual Exploration

Photography was central to the emotional tone of the page. I tested imagery and color treatments to find something that read as protective and human without tipping into sentimentality, and composed each frame so the text and CTA stayed in a clean, readable zone of the image regardless of how the browser was sized.

I produced three full directions for review, each pairing a different photographic choice with the same content architecture, so the team could evaluate the tone of each image independent of the layout decisions.

Option 1 leans cinematic and quiet, with a child in a yellow rain slicker on the beach.

Option 2 is the most direct expression of family, a father carrying his child on his shoulders by the water.

Option 3 feels calmer and more reflective, a mother and child walking together on the shore.

Mobile Design

The mobile layout preserves the same hierarchy in a stacked format, with the log-back-in form above the fold and the life insurance CTA following as the next anchor of attention.