Optimizing the Quote and Payment Journey for Aviva Singapore

Organisational Challenges

The drop-off rates within the quote and payment journeys highlighted a significant opportunity for improvement. Through customer insight and analysis, we identified that the question set was a key pain point contributing to these drop-offs. The goal was to streamline the user experience while still gathering the necessary information, making the process smoother and more efficient for customers.

Initiatives & Approach

Enhancing the Team's Skillset

This led to a more focused approach, leveraging different skill sets to improve both the user experience and the aesthetic appeal of the journey. 
I assessed the team's capabilities and brought in specialized UX and Visual Design talent to tackle the project with fresh expertise.

Rationalizing the Question Set

This made the process more intuitive, reducing friction and minimizing the chances of customers abandoning the process midway. 
We focused on reducing the number of questions in the journey, cutting out redundant or unnecessary ones.

Utilizing Framework Components

This allowed Aviva Singapore to implement the optimized journey more quickly and cost-effectively, ultimately saving time and resources.
By leveraging Framework (FW) components, we reduced technical debt, creating a more efficient and scalable solution.

Collaborating with Multi-Disciplinary Teams

The aim was to reduce the need for excessive questions while still collecting the required data in a way that felt natural and non-intrusive.
We worked closely with cross-functional teams to ensure the UX was intuitive, and the visual language supported a seamless, enjoyable customer experience.

Outcome & Results

• 2% improvement in end-to-end conversion completion, demonstrating that the optimization led to a more efficient journey, with fewer users dropping off during the quote and payment process.
• The technical debt reduction allowed Aviva Singapore to speed up development, cutting costs and boosting profitability for Aviva Asia.
• By enhancing the user experience and visual design, we created a smoother, more intuitive journey for customers, increasing overall satisfaction and conversion rates.

This optimization not only improved conversion rates but also positioned Aviva to scale more effectively in Asia with a faster and more cost-efficient process.