Aviva.co.uk - Product Design Case Study
Engaging a Diverse Customer Base in a Crowded Financial Market
The Challenge: Modernizing a 320-Year-Old Business
With 33 million customers across 16 countries, Aviva sought to modernize its digital experience while addressing the complex needs of a diverse user base. The challenge was to simplify insurance, life, and pensions offerings, ensuring a rewarding, intuitive digital experience for users ranging from first-time drivers to experienced investors.
Customer-Centric Approach
We conducted in-depth user research, gathering insights from direct customer feedback, live chat transcripts, and focus groups. This highlighted key issues:
- Lack of digital self-service – Users struggled with simple tasks like changing addresses or canceling renewals online.
- Confusing policy details – Customers were unsure what was included in their plans.
- Trust and transparency concerns – Hidden fees and complex jargon made users hesitant to engage.
Through quantitative analysis, we identified:
- 54% of users accessed the site via desktop
- 80.3% relied on Google search to find information
- Older users (2.3%) were least likely to use mobile, while tablet usage peaked for users in their 50s
- Motor, Home, Travel, Life, and Health pages were most frequently visited
Defining Universal Customer Mindsets
User research uncovered two primary mindsets shaping our redesign:
- The Soloist – Confident, self-sufficient users who want quick, seamless interactions.
- The Validator – Users who take their time, compare products, and seek validation before committing.
Redesigning for a Seamless Experience
Using a design sprint methodology, we focused on rapid ideation, prototyping, and validation. Key initiatives included:
- Transparent Policy Details – Clearly outlining what is and isn’t included to remove uncertainty.
- Improved Navigation & Search – Enhanced in-page navigation, making information more accessible, especially on mobile devices.
- Demystified Claims Process – Simplified, step-by-step guidance for customers navigating claims.
- Iconography & Product Signposting – Clear visual indicators reducing confusion around services and features.
Implementation & Scalability
To ensure long-term success, we integrated:
- Aviva Framework Design System – A scalable UI library ensuring consistency across all digital products.
- Adobe Experience Manager (AEM) – A CMS enabling personalized, reusable experiences across markets.
- Content Strategy Overhaul – Plain English, jargon-free copy, and a focus on accessibility.
Business Impact & Key Results
- 33.4M Customers – 2% increase in 12 months.
- #1 FTSE 100 Digital Maturity Ranking – 84.4% rating in the 2020 Digital Census.
- +27% Net Promoter Score (NPS) – Improved customer satisfaction and brand loyalty.
- 11.8% Increase in Site Visits – More engaged users exploring Aviva’s offerings.
- 90% User Success Rate – Based on tree testing navigation improvements.
By focusing on customer needs, simplifying complex processes, and embedding consistency through scalable design, Aviva successfully modernized its digital experience - enhancing engagement, trust, and accessibility in a crowded financial market.