Legal & General — Customer-first dashboard tiles
Marian Cozma
Legal & General — Adding offers to a dashboard without getting in the way
Customers logged in to manage their pensions and investments. The business also wanted to show relevant products and guidance there, without pushing account tasks aside. I designed a reusable tile system with clear rules for what appears, where it appears, and how customers can dismiss it. It was validated with customers, approved and released.
The problem
Promotions and guidance had no consistent structure across product dashboards.
Every new message risked competing with balances, payments and servicing actions.
The design question was: how can a dashboard introduce something useful without getting in the way of the task?
What I did
Separated account information, servicing actions and promotional content in the existing information architecture.
Benchmarked how other financial providers handle promotions inside logged-in experiences.
Designed two tile families with shared rules: interactive tiles for products and cross-selling, and informative tiles for guidance and articles.
Built responsive variants within the client's design system (compact and extended formats, imagery, icons and calls to action), so new messages don't need new designs.
Defined rules for eligibility and placement, plus how tiles behave when dismissed and on return visits.
Tested the designs with customers on desktop and mobile.
Key decisions
The account task comes first: account details and servicing actions stay at the core of the layout. Offers sit alongside them, never on top.
Relevance before placement: eligibility is checked before a message is shown, so every tile has a reason to be there.
A choice to decline: customers can dismiss a tile. Its space is refilled, and return visits show a different message.
What testing changed
Most participants were happy to see relevant offers in their account, which supported the approach. The dismiss control needed to be more visible, so making it easier to find became the priority for the next iteration.
Outcome
The client's design and business teams approved the feature, and it was developed and released to customers. Post-launch commercial results aren't available.
My role: Product Designer (September–December 2022). Research, interaction design and component design, working with the client's design and business teams.
Relevant if you want to promote upgrades, add-ons or guidance inside your product without annoying the people using it.
See my Complex Workflow Design service.
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Posted Oct 3, 2026
Reusable dashboard tiles that balance relevant offers and guidance with pension and investment account tasks. Validated, approved and released.
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Legal & General
