Defining insurer’s strategic vision

Similar to many insurance firms Aviva has a large proportion of customers coming via 3rd party intermediaries, this combined with minimal updates to the public serving site over several years has led to the need for digital transformation. Aiming to increase the amount of direct to consumer traffic, relaunch several main product offerings and push new propositions alongside a content overhaul.

Leading the UX strategy to understand the current situation and define the approach for change. Completing stakeholder interviews with different parts of the business including new proposition teams (direct health and direct wealth), and key identified products (equity release and pensions) to discover current pain points and opportunities. Conducted several prioritisation sessions helping the main client sponsor see the benefits and limitations of certain decisions, followed by scoping and writing multiple statements of work (SOW). Shaping and running a content mapping workshop to give a visual representation of the public site content in reality including processes and governance framework.