IAG

AEM Design System / Website design

I spent most of my time at IAG leading the AEM Design System across all customer-facing brands, including NRMA, AMI, State, NZI, CGU, WFI and IAG Corporate.

I also worked as a Senior UX/UI Designer for NRMA, AMI and State, helping shape digital experiences that balanced customer needs, business goals and technical excellence.

My Role

AEM Design System Lead / Senior UX/UI Designer 2 x 12 month contracts

_Manage AEM Design System
_Design leadership
_Rapid ideation
_Wireframing
_Hi-fi Prototyping
_User testing
_User Interface design
_Interactive design

My Responsibilities

AEM Design System

My main job was to manage, advise, govern, improve, and coach people on the AEM Design System. All of IAG’s 15 customer-facing ‘brand’ websites used a combination of IAG’s Chroma theme tokens and purpose-built AEM components from the AEM Design System.

IAG Brands

Kevin Schluter Design | IAG | AEM Design System | Diagram showing the structure of Chroma Design System themes with tokens and components, and how they are applied to various brand-facing websites.

As the AEM Design System Lead, I bridged the gap between UX/UI design and technical AEM implementation to ensure the digital brand assets (Chroma Tokens & AEM Components) were on-brand, scalable, consistent, and built to optimise the content authoring experience.

Tokens and Components

Kevin Schluter Design | IAG | AEM Design System | A compilation of various website design mockups and style guides displayed on multiple screens, showing layout options, color palettes, and components for a web project.

My AEM Design System responsibilities included;

Strategy & Governance

  • Shaped the vision and roadmap for the enterprise design system, creating a shared foundation for consistent digital experiences across each brands’ channels.

  • Brought together brand, design, and engineering teams to align diverse needs into a scalable and practical design ecosystem.

  • Established governance and contribution frameworks that balanced consistency with continuous improvement.

Architecture & Platform Alignment

  • Partnered with design and engineering teams to transform design concepts into scalable AEM component architectures using Atomic Design principles.

  • Simplified and standardised the AEM Design System, giving teams greater flexibility while reducing implementation complexity.

  • Built the foundations for multi-brand and multi-region delivery through shared design tokens and AEM component libraries.

Enablement & Adoption

  • Improved the authoring experience by making content creation more intuitive, efficient, and accessible for producers.

  • Created clear, practical documentation that helped teams get up to speed quickly and deliver with confidence.

  • Acted as a passionate advocate for the design system, fostering adoption through collaboration, mentoring, and hands-on support across internal teams.

UX/UI Design Lead

NRMA Home Loans

The NRMA Home Loans project had two main requirements;

  1. Shift CMS platforms - from the Drupal to AEM

  2. Apply NRMA’s new branding and design style

Home Loans Landing Page

Kevin Schluter Design | IAG | NRMA Home Loans | Screenshot of a webpage from NRMA Insurance about home loans. The page features interest rates, loan calculators, and information on securing a home security system.

Home Loans Borrowing Calculator

Kevin Schluter Design | IAG | NRMA Home Loans | Four smartphone screens displaying a multi-step online mortgage calculator with fields for income, expenses, loan details, and application buttons.

Home Loans Rates & Fees

Kevin Schluter Design | IAG | NRMA Home Loans | NRMA website page displaying home loan rates and fees, including tables for fixed interest rates for different loan durations.

Go to NRMA Home Loans to see every page.

Another NRMA project was to redesign three existing microsites with NRMA's new style using the AEM Design System;

  1. NRMA Boat Insurance

  2. The Bruce Highway

  3. Home Health Check

NRMA Microsites

BEFORE

Kevin Schluter Design | IAG | NRMA | A marina dock extending into calm water at sunset with a pastel sky, and a website header with navigation options and large text saying 'You've got this and we've got you'.
Kevin Schluter Design | IAG | NRMA | A straight open road with dashed white lines in the middle, stretching into the horizon, flanked by grassy fields, under a cloudy sky. It is part of an advertisement for NRMA insurance promoting road safety.
Kevin Schluter Design | IAG | NRMA | NRMA Insurance with a dark blue background. Text reads 'Every home needs a Health Check' and explains the importance of home maintenance for insurance.

AFTER

Kevin Schluter Design | IAG | NRMA | A gray SUV parked by a lake with a trailer hitched to it, carrying a boat. The scene is sunny with clouds in the sky.
Kevin Schluter Design | IAG | NRMA | Mobile webpage about the Bruce Highway, showing a highway with cars, trees, and mountains in the background.
Kevin Schluter Design | IAG | NRMA | An illustration of a white, three-story house with a tree in front, set against a blue background, NRMA Insurance mobile webpage promoting home maintenance and health checks.
Kevin Schluter Design | IAG | NRMA | NRMA Insurance featuring boating tips and guide for beginners, with multiple images of boats, a car towing a boat, and people boating.
Kevin Schluter Design | IAG | NRMA | NRMA Insurance's initiative about the Bruce Highway in Queensland. The page highlights the highway's safety issues, upcoming improvements, and survey results showing public perception of its safety.
Kevin Schluter Design | IAG | NRMA | A webpage about home health check and maintenance, featuring a house illustration and sections on wet zones, structural issues, and water damage.

With an AMI brand refresh, it was important to translate this into the digital space and define the necessary token and component updates to the Design System.

AMI Digital Experience Design Guide

Kevin Schluter Design | IAG | AMI | Digital Experience Design Guide, showing various UI components like button, button group, carousel, with a left sidebar menu listing different components, and a top navigation menu.
Kevin Schluter Design | IAG | AMI | Resources page from a digital design guide website, featuring links to Figma libraries and UX research resources.

The new brand direction reduced the use of yellow and charcoal (to accents only) and emphasises teal as the primary brand colour. It also introduced an extra-bold font to highlight the headline and other foundations and components the increased engagement and a customers' experience.

AMI Website Redesign

Kevin Schluter Design | IAG | AMI | Competition website with a yellow background, a small wooden house model, a bicycle, and a promotional banner for $200 off a new home and contents insurance policy.
Kevin Schluter Design | IAG | AMI | Competition website showing options to switch to Tower for home insurance, with a house image and promotional offers of $200 and $500 off, and insurance awards.
Kevin Schluter Design | IAG | AMI | Digital Experience Design Guide, 'About Chroma' describing its purpose for IAG Insurance Australia Group, with navigation links, a side menu, and sections on onboarding, theme, and notes.
Kevin Schluter Design | IAG | AMI | Digital Experience Design Guide home page
Kevin Schluter Design | IAG | AMI | Digital Experience Design Guide, 'Foundations', containing sections on Colour, Type, and Imagery, with a green side menu listing additional topics.
Kevin Schluter Design | IAG | AMI | Digital Experience Design Guide, 'Design Principles' with a sidebar menu, the logo 'amj' in the top left corner, and various sections discussing digital experience design principles.

CURRENT COMPETITION

Kevin Schluter Design | IAG | AMI | State homepage
Kevin Schluter Design | IAG | AMI | Cove homepage

OLD WEBSITE

Kevin Schluter Design | IAG | AMI | Current AMI homepage

NEW WEBSITE

Kevin Schluter Design | IAG | AMI | New AMI homepage

Website analytics identified 65% of AMI customers were using mobiles, so the redesign took a mobile-first approach. By designing for the smallest screen first, we prioritise the essential content and interactions, which drastically improved user experience, page speed, and engagement.

Mobile First

Kevin Schluter Design | IAG | AMI | New AMI mobile webpages

State Insurance

'HONK'

‘Honk’ was a test campaign to see if the speed of obtaining car insurance resonated with a select group of customers - Aucklanders.

'FUTURE' State

‘Future’ State was a hack-a-ton to explore how AI (LLMs) could be used to improve and elevate the web experience for State customers.

Similar Work

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Nui Markets

E-com Website

Vodafone

Website Platform

Squirrel

Web App

Unilode

Interested in working together?

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