Finance, Insurance & Fintech
Case Study: UX Strategy and Transformation for Aviva
Aviva
Client Overview
Aviva is one of the UK's leading insurance companies, providing a wide range of insurance, savings, and investment products. It serves millions of customers worldwide, focusing on delivering innovative and customer-centric solutions across its various insurance and financial services.
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Customer Base
Approximately 19 million customers across the UK, Ireland, and Canada.
Global Reach
Operating in the UK, Ireland, Canada, and several European countries.
Employees
Approximately 23,000 employees globally.
Revenue
In 2023, Aviva agreed to acquire Direct Line, a UK-based motor and home insurer, for £3.7 billion, aiming to enhance its position in the UK insurance market.
Profit Before Tax
Not publicly disclosed.
Products & Solutions
Offers a broad range of insurance products, including life, general, health, and travel insurance, as well as savings and investment solutions.
Market Presence
Aviva is the largest general insurer in the UK and a leading life and pension provider.
Technology
Invests in AI, big data analytics, and digital tools to improve customer experiences and enhance product offerings.
Industry Recognition
Recognised for its commitment to customer service and corporate responsibility, Aviva continues to be a trusted brand in the insurance industry.
The Challenge
Aviva required a Senior UX Designer to lead and deliver complex solutions for several urgent products. The company faced a significant challenge in implementing UX design consistency across three key products and new concepts. The goal was to transform business requirements into visual user interface design flows and optimise user journeys.
Previous Approach
Without an external specialist, Aviva was unable to execute the necessary UX lifecycle and ensure consistency in design across their products. They needed someone to bring cohesion across all aspects of the user experience and ensure alignment with their latest framework guidelines and standards.
Impact of the Challenge
- Due to the delays in adopting these new guidelines, the products suffered from confusing user flows. Customers and employees faced difficulties activating their accounts and viewing their benefits and products, creating frustration and inefficiency.
The Solution
As Lead UX Architect, I was engaged in auditing both existing and new projects, identifying key areas for improvement in the user experience. The solution involved:
- Developing a clear UX strategy based on UX research and evidence to inform the user journey.
- Applying consistency with Style Guides to unify all design elements in line with the Aviva Framework.
- Translating business requirements into intuitive and coherent UX design flows.
Key Deliverables
User Experience (UX) & UI Components
- Desktop, Tablet, & Mobile UX
- Business Requirements & Logic
- Information Architecture
- Research Insights - Real-time Customer Research
- End-to-End Wireframe Design
- UI, GUI & Design System
- High-Fidelity GUI Designs
- End-to-End UX Solution Journeys
- End-to-End Prototypes & UI Designs
Development Contributions
- UX Experience Design (UCD)
- Product Design Leadership
- Team Collaboration & Leadership
- UI Interface Design & Architecture
- Usability & Accessibility Improvements
- Interaction Design Implementation
The Results & Impact
- Successfully delivered GUI design solutions for three complex products, ensuring consistency across all platforms.
- The Aviva platform now features intuitive, customer-grade GUI journeys that enhance user satisfaction.
- The project was delivered on time, allowing the company to align with current framework standards and improve user experience.
- The new solutions have generated significant value for employees, clients, and the business by streamlining account activations and benefits views.