Killing complexity
Position
How does one dispel uncertainty? By putting people in control of their own time with stripped-down, easy-to-use digital tools, all in one place.
Problem
Members tended to visit the MyAviva app only when they had to make a claim. The data locked away in the app worked on many levels, safeguarding and protecting people’s homes, pets, cars etc. One way of encouraging repeat app use was to help people see their unique data as a living stream of reactive information to dispel indifference, creating instead a sense of ownership and empathy.
Possibilities
Kill complexity
Prevent causes and effects of complexity. Digital tools + Sheer number of platforms on a typical mobile device + Life, can be the cause of and contribute to heightened levels of micro and macro stress
Solve; Differing app interaction models / Time anxiety / Planning inefficiencies.
MyAviva concept
Based on Aviva's promise to 'kill complexity' in all aspects of its business, I developed the following idea in my own time. As a logical extension to Aviva’s core business promise and, with the advent of new technologies, I wanted to explore how one could provide a single source of ‘psychological insurance’ that involved combining and simplifying typical everyday digital tasks into a single point of use, whereby MyAviva app would become a frequently visited easy-to-use, integrated service.
Splashscreen variants
Research revealed that, unsurprisingly, most people struggled to feel an emotional connection with numbers, even if they belong to them. Financial info without any visual context is often too abstract to evoke anything beyond mild curiosity. For Aviva customers, it was worth noting that their money is constantly reacting to change. Like an organism with the desire to stay alive, it reacts and adapts. With that in mind, I wanted to explore how a greater sense of empathy towards one’s own money might look like if the numbers they saw were more than a static ticker. To do this, I used data from a test account to create a 3D visual that lives and breathes, in real-time, as it reacts to live market fluctuations, customer actions, and adjustment-tweaks made by Aviva.
Homescreen
Where the data comes from / High-fidelity ‘Homescreen’ mockup variants.
From within the concept MyAviva app, members are asked to select their favourite third-party apps, e.g. a chat client. MyAviva then combines and presents third-party app data in an easy-to-digest honeycombed navigation that does away with numerous distractions like; branding, varied UI experiences and cross-selling.
Clock
Customise your Homescreen with MyAviva’s clock and notification alerts.
Weather
Access weather and notifications screen from the Homescreens honeycomb nav.
Travel v1
The examples below are variant explorations. The background is automatically generated and reflects the weather to their travel destination.
Travel v2
In this version, the background is a system-generated live journey map.
Travel v3
In this travel version, the background is a system-generated map showing the destination.
Conclusion + Results
Being given the opportunity to think outside the box was refreshing and a great learning experience for everyone!
The concept was well received, with Stakeholders saying it answered many of the complexities evident in most peoples lives. Also, bringing data to life was felt to be novel, engaging and a great way of encouragning repeat visits to the app.
However, due to last minute financial constraints, development was delayed for 12-24 months.