Empowering Customers with Self-Service: The Evolution of MyAviva

   

Meeting the Needs of a 24/7 Digital World

In an era where customers expect instant access to their financial and insurance needs, MyAviva was designed to provide a seamless, self-serve digital experience. Whether managing policies, making claims, or accessing offers, MyAviva puts users in control—anytime, anywhere.

   

Tackling Organisational Challenges

As the logged-in hub for all Aviva products, MyAviva had become a patchwork of legacy systems, making the experience clunky and outdated. Initially, we planned a UI refresh, but it became clear that a full re-engineering was necessary to:

Modernise the technology stack for scalability
Enhance usability with a fresh, intuitive design
Introduce new functionality that empowered users to self-serve
Reduce reliance on call centres, cutting operational costs

   

Innovative Solutions & New Capabilities

Modular Homepage & Personalisation

• Customers can customise their dashboard, prioritizing key information.
• Drag-and-drop modules create a tailored experience.

  

New Digital Wallet & Claims Processing

• Users can manage payments and policy renewals in one place.
• Create and track claims online, reducing the need for support calls.

    

Conversational UI for Pensions

• Interactive, chatbot-style guidance simplifies pension management.

    

White-Label & Business Expansion

• Designed a B2B version for corporate clients, enabling employees to view workplace pensions alongside personal policies.
• Created a white-label version of MyAviva, allowing Aviva to sell its digital infrastructure to other businesses.

     

Design Language & Visual Refresh

• New iconography set with animations to bring the UI to life.
• Established a scalable design system to ensure consistency and efficiency.

   

Outcomes & Impact

Native mobile experience launched on iOS & Android
More intuitive UX, reducing complex interactions
Cost savings from reduced call centre dependency
Scalable, white-label solution for B2B expansion

By redefining self-service for Aviva customers, MyAviva transformed into a modern, user-centric digital hub—empowering users to take control of their financial future.