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User research & design strategy for Life & Health products

Project planning/ brief

For this project I was fortunate to have a very experienced Product Owner who had in- depth knowledge about how Life customers behaved, and what their expectations were. We created a plan for how we wanted to approach the product and decided that we wanted it to be very disruptive with our approach.

I started by doing some desk research into customers and the existing site, and I created a site map.

Aviva Life insurance design

User testing the existing Life insurance journey

To start the process myself and the product owner spent 2 days testing the existing Life Insurance product to find out where the key pain points were and the problems users were experiencing.

Aviva Life insurance research

User testing the existing Health insurance journey

The health product was also due to be re-designed and as I had worked with the product owner on Life, he requested that I also interview health customers to test the exisiting product. We discovered a number of insights which I then talked through with a junior designer and mentored her in taking charge of the product and guided her through the re-design.


Workshop with stakeholders in York

I then ran a design thinking workshop with the Life Insurance product stakeholders in York. The stakeholders were from different parts of the business, e.g call centres, propositions, marketing.

This gave us a chance to feedback the user testing to the stakeholders. I created 8 videos of users going through the Life product, highlighting the problems users were experiencing.

I then ran design thinking exercises to problem solve some of the key pain points. This meant the stakeholders came up with several ideas to solve problems, and had buy in to the solutions.

Aviva Life insurance workshop 1
Aviva Life insurance workshop 2

Product redesign, wireframing & prototyping

We spent some time taking on board the key problems, and worked out the best way to solve this.

I ran design work shops with the product owner, customer experience manager and content team to come up with the best experience possible for the redesign.

We had some contraints to work towards in that the Life product is set up in a certain way - with many different sub life products, which is confusing for users.

We found that users just see it as one product, with different layers of protection. Despite this we worked on the best solution we could. This included creating calculators and step by step interactive guides to help users understand Life Insurance.


User testing new product design before live release

Once I had put the prototype together for the ideal user journey we were ready to test it on users.

The feedback we had on the new improvements to the product and the overall design was generally received incredibly well. Users said they felt a lot more confident buying life insurance after going through my design.


Creating the MVP version for live release

Once we had gone through several rounds of usability testing we released the live version of the landing page.

This was the first iteration of the design but we had a lot more to work on moving forward with the concepts for improving the user experience for Aviva Life & Health insurance. 


Service Mapping the existing user experience, and a suggested new experience

After the research I had done on Life Insurance there were a number of insights I had discovered about the way people approach it and the journey they go on buying Life Insurance for the first time.

I drew out the existing journey that users go on when approaching Life Insurance and what they are feeling, thinking and doing when arriving at the Aviva Life Insurance product.

I then also drew out the ideal journey for users, ideas for how we could improve the journey for them based on what we had learnt.

I also included some more off the wall ideas.

Aviva Life insurance research

Strategy for a new approach

Using insight from the propositions team, who were working on a project to combine Aviva Life & Health Insurance, I created a strategy document for the project. This explained the story of the users journey into our Life & Health products and what we need to do to redesign the experience around their needs.

Aviva Life insurance strategy

Calculator concept

The strategy that I put together to create a new
experience for Life and Health customers led to the concept of a calculator.

When users arrived at the site they clicked on ‘Get a quote’ rather than scrolling down the page. This meant that they missed vital information about Aviva Life Insurance and Life Insurance in general. What we found was that users wanted to be educated about Life Insurance, but they ended up going through the quote journey, and this did not educate them.

The idea of having a calculator journey, rather than just providing a quote, was to help users learn what they wanted to protect, and how much protection they might need.

Aviva Life insurance design sketching

Prototyping concepts

I created two prototype journeys to test the best way of constructing the calculator journey. 

  • The first was based on pre-set information/data that we held about existing Users started the journey in the My Aviva logged in state. Users went through a journey that started with a standard price, based on a bit of criteria/information we already held about them, and the standard uk average income. This meant that the user then needed to change the values to see how it changed the price for them. customers. 

  • The second prototype was a step by step journey for users that weren’t Aviva customers. It took users through a journey where they add on the different cover options and the price builds up as they go along. This was meant to help users understand what they are adding to the policy and what they want protection for.

Both journeys were aimed at helping users work out what they want to protect and choosing options based around their selections.

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