Aviva.com - Product Design Case Study
Redesigning Aviva.com: Creating a Distinct Corporate Identity
The Challenge: Defining a Purposeful Corporate Experience
After successfully redesigning Aviva’s consumer-facing site, the focus shifted to Aviva.com, the corporate hub for investors, shareholders, analysts, journalists, and job seekers. Unlike the consumer site, Aviva.com had less brand recognition with this audience, lacked clarity in navigation, and struggled to communicate Aviva’s corporate strategy effectively.
The goal was to differentiate the corporate site, ensuring it became a trusted destination for financial and strategic insights while maintaining the brand’s core purpose: With you today, for a better tomorrow.
Identifying User Pain Points
Through in-depth interviews and task-based observations, we uncovered several issues impacting engagement:
- Cluttered content – The site felt like a dumping ground for reports, news, and updates, making it difficult to find relevant information.
- Confusing navigation – The mega menu contained duplicate links, leading to user disorientation.
- Low discoverability – Poor content tagging and search functions made it difficult to locate specific information.
- Repetitive content – The site lacked engaging editorial formats, leading to low engagement.
- Performance issues – Slow-loading pages hindered user experience, particularly for financial tools.
- Disjointed corporate and commercial experiences – Users often mistakenly navigated to consumer content, causing frustration.
Key User Needs & Strategic Objectives
To address these challenges, we distilled user insights into seven core objectives:
- Editorial-led thought leadership – Strengthen Aviva’s corporate voice through engaging, opinion-driven content.
- Streamlined site architecture – Reduce duplicate links and cluttered navigation to enhance orientation.
- Improved accessibility – Fix navigation flaws and ensure screen reader compatibility.
- Enhanced content tagging – Implement a robust tagging strategy to improve searchability.
- Refined UI design – Introduce visual hierarchy to enhance readability and content engagement.
- Optimized performance – Reduce page load times for seamless user interaction.
- Clear shareholder pathways – Provide direct access to financial data, dividend history, and reports.
Turning Insights into Action: The Redesign Process
Using a Design Sprint methodology, we rapidly ideated, prototyped, and validated solutions to align with user needs and business strategy. Key outcomes included:
Enhanced Editorial Experience
- New long-form article templates for thought leadership and corporate storytelling.
- Modular design components allowing dynamic content presentation.
Navigation Overhaul & Improved Information Architecture
- Conducted card sorting and tree testing to align content structure with user expectations.
- Refined mega menu, eliminating duplicate links and improving accessibility.
Content Discoverability & Cross-Pollination
- Tagging strategy enabled users to filter relevant reports, news, and insights.
- Content curation for specific audiences (e.g., investors vs. job seekers).
Modernized UI & Page Templates
- Feature-rich landing pages guiding users toward key content and insights.
- Improved content hierarchy to create a more engaging, scannable experience.
Performance Optimization
- Reduced average page load speed to 1.9 seconds, improving engagement.
- Enhanced search functionality for better information retrieval.
Results & Business Impact
1.5M annual site visits
4-minute average session time
7% increase in Net Promoter Score (NPS)
21% rise in mobile usage
Faster load times (1.9s average)
By creating a distinct corporate identity, improving usability, and enhancing content engagement, Aviva.com was successfully transformed into a premier destination for investors and stakeholders, reinforcing Aviva’s corporate credibility and long-term strategy.
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