Re-imagining .CO.UK
Position
Aviva.co.uk needs a UX/UI refresh to improve engagement
Problems
It was felt that the existing page was verbose
The current page did not explain the benefits of pet insurance succinctly
Live page lacked engagement
Possibilities
I was tasked with exploring new UX and pushing the brand’s visual language
The current Pet Insurance page was selected as a typical page that needed a UX/UI refresh to improve engagement
Concept 1.
Concept 2.
Aviva pet insurance is about great service, provided by an expert team that truly believe a pets well-being as a family member is the only way to do things. Through minimal use of Aviva’s primary yellow, I wanted to explore how a typical page might look using the yellow as an accent / CTA only. I further tempered this new branding exercise with warmth and professionalism in the imagery and copy
I explored the retelling of real-life stories with dogs (and cats), being the most commonly insured pets, highlighting one of the key benefits of pet insurance, payouts and vets fees with Aviva
Illustrating what’s covered per policy type was the next step
How to make a claim was broken down into three easy-to-digest steps
Asking for information or help via an AI, was the final key step
I simplified this design, softened the use of colour and simplified visual elements to give imagery and copy more prominence.
Concept 3.
In this final concept, I introduced more brand elements, namely yellow. I also combined certain components to create greater content-association and overall information clarity.
Conclusion + Results
This was a great twofold exercise. Firstly, we identified how to improve the UX by adding insights from research i.e. key motivators. Secondly, by exploring the brand, we asked questions that had never been asked before, “Is there too much yellow?” / “What other colour or combination of colours could be used?”
Ultimately, these designs identified the need for better UX, refreshed UI, copy and photography.