Role:
Digital design
Component library
Credits:
Aviva Digital Team
Jellyfish
As a leading global asset management company, Aviva Investors stands out for their unique blend of insurance heritage, investment expertise, and sustainability focus. With a comprehensive approach to delivering saving and retirement products, they empower investors worldwide to secure their financial future.
By driving change, investing responsibly, managing risk, and sharing valuable knowledge, Aviva Investors continues to make a significant impact in the industry. Whether it's through their innovative products, commitment to sustainability, or dedication to providing educational resources, Aviva Investors remains a trusted partner for all seeking financial growth and a better future.
As part of their digital transformation program, the initiative to engage audiences via thought leadership became apparent. Working in-house and with the agency Jellyfish, the brief was to enhance the long-form editorial content, to showcase ideas leadership, to structure page designs accordingly and increase engagement by offering long-form written content template variation, and flexibility.
Once the vision had been clearly outlined by the strategy team and creative directors, it was important from a UI perspective to take the audience on a unique experience per long-form article and enrich the experiences with aesthetics, information graphics and interactions.
The current article template only allowed for one continuous flow of text with little ability to customise the layout. The immediate solution was to create a flexible and modular component library to help showcase long-form written content and allow the ability to configure the new long-form pages in alignment with the content-first strategy set by Aviva.
New visitor increase
Session increase
Ranked by ShareAction (AA responsible investment grade)
Assets under management
In order to maximise the re-use of components across the editorial pages, the components were designed with flexibility in-mind. The components had to cater for snippets of information, dense written text as well as multi-media such as sound bites or video, and work across all devices. The final components were integrated into Aviva’s ION design system for global release across Aviva’s digital estate.
To help readers navigate the page and aid continuity, a quick link chaptering index was introduced supported by large headings and visual segments taking from the hero with a blur and parallax effect to add delight. The byline component was introduced to promote contextual information such as read time, authors, contributors, and social media handles. Now the new long-form articles are presented in a way where text, interactions, chapters, and images flow in a well-considered editorial fashion - heightening deep-dive reads either/or scan-ability – perfect for the daily commute.
The Investors team embraced the new functionality as it personalises the experience and promotes writer recognition. With a huge 26% session increase and 18% new user increase across the Aviva Investors website, the solution has proved to be a success.
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