American Fidelity Website Optimization Analysis & Design
Skills: UI Design, UX Research, Website Optimization
Tools: WordPress, Figma
Created in 2025 for American Fidelity (via Go Fish Digital internship)
This project involved a comprehensive analysis of the AmFi’s website to identify opportunities for improvement in accessibility, user experience, and design consistency. I evaluated site performance across visual design, navigation, and ADA compliance, and developed a set of actionable recommendations for the design, development, and production teams.
Since completing the analysis, our team has successfully implemented all proposed updates. I personally redesigned the customer review block and policy conversion banner to improve usability, custom-coded dozens of buttons and links on the site to match the official brand palette, and perform monthly audits to improve ADA compliance. These enhancements have helped create a more cohesive, accessible, and user-friendly digital experience.
Original Customers Review Block:
Updated Block I Designed:
I am now preparing to begin a new optimization project that builds on this foundation, further refining site performance and accessibility across additional pages and interactive components.