Unifying EY’s Product Portfolio into a Single, Conversion-Driven Website

Overview

EY rebranded its financial tools portfolio from EYGTS to EY Pay, introducing new products and aiming to consolidate them under a single website. The challenge was to unify scattered content, simplify complex information, and design a user-friendly site that clearly explained each product while guiding visitors toward completing a lead-generation survey.

I worked closely with the Product Owner, Marketing Strategist, and Front-End Developer to restructure the content, redefine the site architecture, and design a clearer layout that made product exploration easier and supported lead generation—all while aligning with EY’s visual identity.

The Challenge

EY needed a centralized platform that simplified product discovery and improved the lead generation funnel.

• Combine four existing product websites into one cohesive platform
• Clarify six different product categories without overwhelming users
• Guide users to key actions like survey completion
• Support lead generation through better content structure and usability

Before and After

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Before

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After

Process and Solution

My approach involved a comprehensive design process:

1

Research and Discovery

Audited existing websites, analyzed user flows, and reviewed UI patterns across EY domains. Key insights:

• Users followed a linear navigation path
• Content was dense and overly technical
• Most effective pages used visual aids like diagrams
• Calls-to-action often got lost in content-heavy layouts

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2

Information Architecture

Created a scalable sitemap and section layout that grouped products by category. Designed a navigation system that remained consistent across pages while surfacing the most relevant information early.

3

Wireframing and Prototyping

Refined layout to make room for digestible copy and visual content. Focused on CTA placement and simplified user journeys that moved visitors toward product exploration and survey completion.

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4

Visual Design

Applied iconography and diagrams to communicate product features more effectively. Adjusted typography, spacing, and UI components to maintain consistency with the EY brand.

Results and Impact

The redesign enabled EY to consolidate its product offering under one unified platform, improve lead generation across six categories, and help users explore complex financial tools with clarity and confidence, while staying aligned with EY’s global brand strategy.

Learnings and Takeaways

• Breaking down complex content into clear sections made it easier for users to understand each product.
• Designing within familiar UX patterns ensured users stayed oriented while navigating new information.
• Early collaboration across marketing, product, and dev enabled us to ship a cohesive site that worked across multiple user journeys.