MyPension (Aviva)
Empowering Customers to Manage Pensions On-the-Go: MyPension Redesign
Addressing the Complexity of Pensions
Pensions are often difficult to grasp, and the goal was to create a user-friendly experience that made pension management simple and accessible for all Aviva customers. By understanding the varying levels of financial literacy among users, we aimed to provide an experience that could cater to both beginners and advanced pension holders.
Organisational Challenges
Pensions can be a complex financial product to understand. The challenge was ensuring that Aviva customers could easily view and understand their pension funds - whether they were experienced in pension management or new to it. This meant balancing simplicity for the majority, while offering depth for more advanced users.
Initiatives & User-Centred Design
After extensive research and segmentation of user demographics and personas, we developed a straightforward UX for MyPension, focusing on:
- Simplicity for All Users
- Information was broken down into easy-to-understand sections, each designed to be clear and digestible.
- Users could easily see the summary of their pension at a glance, with access to more detailed data when desired.
- Advanced User Options
- Advanced users could access more detailed pension data and interactive tools to analyse their funds.
- We gave users the ability to drill down for comprehensive insights when needed.
- Intuitive Experience Design
- Consistent design components and a clear layout ensured the tool was intuitive, even for customers unfamiliar with pensions.
- We focused on creating a clean and modern interface that felt approachable and easy to navigate.
- Responsive, Mobile-First Design
- Designed to be mobile-responsive, MyPension allows users to manage their pensions on the go, anytime and anywhere.
Outcome & Impact
- Increased engagement: Interaction with the MyPension tool grew, as traffic to pension-related pages increased by 33%.
- Improved usability: The simplified UX allowed customers of all experience levels to better engage with their pensions and feel more in control of their financial future.
The redesign of MyPension not only helped customers manage their pensions seamlessly but also made the experience far less daunting, encouraging users to take charge of their financial well-being.