Aviva.com is a trusted source for investors, shareholders, journalists, career hunters and anyone who wants to know who Aviva is and what they do. It's where Aviva tells the world its story.
The previous look and feel was more than 5 years old and over time more and more content had been added making it cluttered. The site suffered from poor discoverability and it lacked visual / content hierarchy. There was no data visualisation and the overall aesthetic of the site felt dated.
Improve search functionality, making content more easily searchable
Increase click through rate and dwell time. Reduce page drop-off time
Enable statistic tracking for data analysis
Create a flexible/scalable Design System for Aviva's corporate & consumer facing websites
Modernise the aesthetics of the site and establish a digital corporate brand identity
Introduce real-time financial data for existing and new investors
Improve IA to collate a complex corporate platform
Simplify data driven content, allowing users to access relevant financial statistics
Improve user journeys and site navigation based on user testing
Create documentation and guidelines for content authors
My responsibilities as the Lead Designer were to lead the complete end-to-end design process for this project in a hands-on UI/UX role, taking concepts from design to development, to successfully launching the site.
- UI/UX design
- Art direction
- Corporate brand identity creation
- Design System creation
- Author guide documentation
- Presenting to C-suite executives
Working within a small cross-functional team including a product owner, project manager, a BA and a team of developers, ensuring the designs/solutions created were flexible/scalable and met the needs of the business, as well as their various known user types that visited the site.
