Aviva Native Apps

Revamping UX and Visual Design for Aviva’s Native Apps

Organisational Challenges

When I joined Aviva as Head of Design, the company faced significant challenges with its mobile apps. New apps were being developed with bespoke UI and code, resulting in a lack of visual consistency across the apps. Additionally, the lack of a unified Design System and consistent UX across mobile and web platforms led to increased tech debt and user confusion.

My team’s mission was to address these issues by standardizing the visual language, aligning with the newly introduced Design System, and improving usability across both mobile and web platforms.

Initiatives & Approach

1. Standardizing Design Language
   • We implemented the new digital language and Design System across all native apps to ensure a consistent and cohesive experience.
   • This led to better usability, reduced tech debt, and a more intuitive experience for users.

1. Focusing on Two Key Apps: MyAviva and The Drive App
   • We primarily focused on the MyAviva (Native) app and The Drive App, both of which required significant attention to enhance user experience.
   • We implemented regular drops into the app stores, allowing us to make continuous improvements based on customer feedback.

1. The Drive App Overhaul
   • One of the most dramatic changes was introducing DashCam functionality within The Drive App. This feature recorded 30-second intervals and detected collisions using the phone’s internal gyroscope.
   • If a collision was detected, the app would automatically record an additional 30 seconds and allow users to send the footage directly to the claims team, streamlining the claims process and enhancing customer satisfaction.

1. User-Centric Design Process
   • I hired specialised UX and UI mobile designers to ensure we delivered an intuitive native experience for both apps.
   • We also introduced gamification in The Drive App to engage users and encourage frequent app interaction.

1. Visual Consistency Across the Experience
   • Partnering with the Brand team, we ensured that the visual design was consistent across both mobile and web platforms, strengthening the overall brand identity.
   • Led by myself, the team focused on maintaining visual cohesion and enhancing the user journey throughout the apps.

1. Collaborating with Multi-Disciplinary Teams
   • We worked closely with multi-disciplinary teams using tools such as Jira, Confluence, and Storybook to ensure that design, development, and product management were all aligned in terms of tools, methods, and workflow.

Outcome & Results

• 8% increase in repeat visits to the app, indicating that the improved user experience and consistent design led to higher user engagement and satisfaction.
• The Drive App’s DashCam functionality became a standout feature, streamlining the claims process and improving customer satisfaction by making it easier for users to submit claim evidence directly through the app.
• The Design System’s implementation across the apps helped in reducing tech debt, improving development efficiency, and ensuring a more cohesive visual identity across Aviva’s mobile and web platforms.

This transformation not only improved the user experience but also contributed to higher user engagement, brand consistency, and overall app performance for Aviva’s mobile products.