Aviva Wealth

Introduction

Aviva Wealth stands as a comprehensive solution for individuals seeking financial security and a well-prepared future. With a diverse range of saving and investing options, pension types, fund selections, and retirement management strategies, Aviva Wealth is tailored to align with both short-term aspirations and long-term goals. This approach is designed to alleviate the anxiety associated with uncertainties, providing peace of mind for Aviva's vast customer base of 18.7 million individuals.

The challenge

Provide customers with the hand-rails that guide them through investment concepts. Negotiate with legal teams to ensure regulatory compliance, while upholding customer needs. Formulate a clear dialogue with the audience outlining savings options, available products, tools, calculators and services from Aviva. Educate and propel customers through discovery, into application (quote & buy), support and access funds via MyAviva.

Systematic approach

Global objective to reduce and restructure existing content, remodel mergers and acquisitions and streamline the over saturated existing website. Technical requirement to consolidate all existing CMS (Content Management Systems) and move to AEM (Adobe Experience Manager). Single CMS usage for more efficient content authoring and structuring information.

The solution

The website overhaul was designed using a refreshed style guide and pattern library based on the Aviva ION design system. Improved user experience is achieved through a customer-centric approach to website information hierarchy, simplified category pages providing contextual reference, and direct linking to enhanced product pages presenting segmented content in tangible chunks of information.

Numbers & metrics

Inclusive experience

The improved content model provides clarity on product naming conventions to facilitate accessibility. Knowledge hub entry-points were introduced to support Aviva’s customer-centric lifestyle proposition, aimed at capturing audiences from all age ranges and life stages. Editorial articles supporting product and service features were also strategically presented throughout the journeys to alleviate pain-points and provide further supporting context if needed.

Design principles

UI design refined into editable sections and modules with select theming options that cater for one of five templates supported by imagery, iconography and interactive functionality – this created a digital eco-system to pilot cost-effective and rapid deployment of engaging content. Pages were themed by adding prominence to sections, cards or call-out with use of bold heavy colours that stand-out, such as teal, Aviva blue or plum.

Brand elevation

Honest, empathic, playful photography serves to reflect customer lives and helps to create an effortless affinity between the audience and the imagery – improving the brand experience. The tailored and art-worked photography was designed to feature a flash of yellow with selected images providing brand continuity. Carefully crafted product specific badge iconography for each product overview adds visual hooks and uniqueness to the products pages.