Re-imagining .CO.UK

AVIVA logo in black and gray with stylized letter 'A' and curved line.

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.

Webpage screenshot for Aviva pet insurance, featuring a black dog with piercing blue eyes lying down, with sections about pet insurance coverage, customer stories, claim process, and contact information.

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.

Screenshot of Aviva pet insurance webpage featuring a black dog with blue eyes, a section about pet coverage, and information on how to claim, with images of a dog and a cat.

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.

A webpage for Aviva pet insurance featuring a large photo of a dog lying on the floor, sections about coverage, customer stories, and steps to claim, with a small image of a cat at the bottom right.

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.

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