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Aviva Web Transformation
From Quick Fixes to Strategic Wins in 12 Months
Summary
The Challenge
Aviva’s digital estate had grown over time into a sprawling network of landing pages, forms, menus, and product features — all essential to the business, but inconsistent in structure, usability, and performance.
Core journeys like “Contact Us,” insurance product pages, and navigation patterns were underperforming, with fragmented content and unclear pathways causing user drop-off and SEO dilution.
With multiple internal teams owning overlapping areas, the digital experience lacked cohesion, and improvements risked being siloed or short-lived.
The Solution
Over the course of a year, we embedded directly into Aviva’s product and customer experience teams — initially focused on quick wins for priority pages, before progressing into deeper structural redesigns and new feature delivery.
Working across UX, UI, and content strategy, the approach combined user research, accessibility, SEO insights, and close collaboration with Aviva’s CX leads.
From chatbot flows and dynamic forms to restructured landing pages and global menus, each update was treated as part of a connected ecosystem — improving journeys for users while aligning with Aviva’s long-term business goals.
The Approach
Fixing the Foundation
Initial focus was on untangling Aviva’s most-used product landing pages, streamlining navigation, consolidating overlapping content, and reducing friction across journeys.
This work balanced SEO, UX, and internal compliance needs, improving the performance of key entry points and helping visitors find what they needed faster.
Menu and footer designs were also revisited to better reflect user intent and provide a more intuitive experience across devices.
Feature Delivery & Iteration
Once the core architecture was stable, we moved into continuous improvement mode—delivering focused features like chatbots, content tools, and interactive forms. This involved co-design with Aviva’s UX teams, stakeholder reviews, and regular handoffs to in-house developers for implementation.
Every release was built to serve a clear user goal, tested for accessibility, and measured for impact.
Partnering on Strategy
Throughout the partnership, I acted as a strategic bridge between business objectives and design decisions. Whether mapping journeys, auditing SEO gaps, or facilitating UX discussions, I helped keep delivery aligned with customer value and internal priorities.
This meant not just ‘getting things done’ but helping the team make smart trade-offs, simplify complexity, and maintain momentum across projects.
The Results
50+
Digital Improvements
Shipped across landing pages, forms, chatbots, and journeys
+2.6%
Quotes Started
A direct uplift from UX, content, and IA changes that removed friction
9
NPS Score
Strong client feedback on relationship and trust