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Objective
Aviva is one of the UK's largest general insurers and a leading life and pensions provider.
This project objective was to redesign the current journey in order to incorporate benefit allowances and billing information to ensure we provide a more intuitive online journey for customers who may be trying to access this information online.
Define
I first engaged with our UX Research, Data, and Customer Service teams to gather insights and attain past research on the current journey.
We conducted surveys and reviewed data on file which identified the following pain points in our current user journey:
Sketches to Wireframes
My process began with raw sketches, evolving through iterative wireframing to create a structured and user-centric design. By refining layouts and navigation, I seamlessly transformed initial concepts into a clear and functional digital experience.
Mapping Ideas Through Sketches
I began with hand-drawn sketches to explore layout ideas quickly, focusing on usability and core functionality.
Sketches to Wireframes
I transitioned from hand-drawn sketches to mid-fidelity wireframes, refining layout, navigation, and content placement.
Wireframes
Before embarking onto preliminary user testing and high fidelity mockups, I brainstormed on potential UI designs, illustrating wireframes to get a feel for the app and it's core features.
I then transformed these sketches into wireframes, and created a prototype using the monotone wireframes which I used to conduct preliminary usability testing.
Designs
The designs create an intuitive app experience for customers. The new app provides users with the ability to process and monitor account transactions whilst on-the-go. This improved the overall users banking experience.
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Wireframes
To lay the groundwork for preliminary user testing, I started by brainstorming and sketching design concepts. I then converted these sketches into wireframes and built a prototype, which I used to conduct early-stage usability testing.
Design
After testing, I chose to amend existing copy to clarify the journey for customers, whilst keeping the new design consistent with the current design.
After further testing and iterations, I explored some additional options which I presented to the stakeholders, and they were approved and carried forward.
health claims
Because updating your claims should be easy.
Exploring ways to present data
I explored different ways to present the allowance limits, one of which included a pie chart. I then presented my initial designs to the team in a playback.
Design
The new designs provide clarity, ease of use, and accessibility, ensuring a frictionless experience from start to finish.
A streamlined four-step clear and concise process designed to guide users seamlessly through claiming their reward gift card.
By simplifying each step and incorporating user-friendly design elements, the claim process minimises confusion and enhances user satisfaction.
Design
The new designs emphasise clarity by providing transparent information on fees upfront and incorporate intuitive visual cues to help guide users through each step.
I restructured the user flow to ensure a seamless experience for both EUR and USD transactions.
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Design
After testing, I chose accordions for benefit limits to give customers viewing control and extended the billing table to include potential shortfall amounts and reasons.
Following discussions with Legal, Compliance and Risk, we amended the copy to provide clarity for users. After further testing and iterating, I explored some additional options which I presented to the stakeholders, and they were approved and carried forward.
The new designs allow customers to intuitively view benefit limits and shortfall amounts in MyAviva's claims section, eliminating the need to contact customer services for assistance.
Results
The new designs have so far had a marked improvement in how users view benefit allowances and shortfall information, and has undoubtedly reduced the amount of contact made with customer services regarding benefit allowances and shortfall amounts.
The new “View and update existing claims” card on the make a claim page emphasized to customers that there was a difference between starting a new claim and viewing or updating existing claims. The wording and layout of the make a claim page is also simplified and concise.
Result
The new designs have so far had a marked improvement in how users update existing health insurance claims. This has resulted in an 87% reduction in the creation of duplicate claims.
Results
The redesign led to a significant improvement in user satisfaction and efficiency. After implementing the new flow, user feedback showed a 30% reduction in complaints related to currency conversion fees.
Once users submit their claim, they receive confirmation that their claim is received, and is being processed.
Results
The new designs had a marked improvement in conversion rates, and an 87% reduction in the amounts of complaints received regarding reward gift cards (within the first six months of the designs being live).
