Aviva Zero

A new, climate-friendly car insurance product

Aviva wanted to win in the car insurance market with a new and innovative product. In the process of the end-to-end product design & delivery we solved business problems concerning data retrieval, new customer experience and steps to conversion.

Client Aviva Insurance, UK

Role Lead Product Designer

Team Starting triad, ~30 devs, 1 BA, 1 UR

Time 7 months, 2021-2022

Key results

The new car insurance launched
7 months after project kick-off, which was a huge success. Other results included:

• Quote ranking high in aggregator
• Price won customer trust
• Each policy sold plants a tree

Impact

We built a new data capability for the insurance business. Quote retrieval was cut down from 72 hours to ~30secs.

With over 100,000 policies sold in the first 3 months, we have planted forests thanks to Aviva Zero customer. We received a 5 star Defacto quality review rating.

Learnings

Setting up appropriate processes, especially across disciplines, at times required more attention, especially when it came to developing a design system and design-engineering hand-over process.

Approach

Working closely with the engineer and product manager, we developed a series of value hypotheses to test with user research.

In bi-weekly sprints we built regular prototypes to playback and co-create with stakeholders over customer feedback. This enabled rapid validation of our key value hypothesis and moving from design to dev engineering.

The product architecture

For an MVP to go live, we had to build a product architecture that covered three functional areas:

  • Onboarding: Quote & Buy

  • Pricing and transactions

  • Mid-term adjustments & customer accounts

Claims task flows and visuals

Wireframes, journeys and built
We introduced a new feature that was also new to the market: to make the price composition fully transparent and editable throughout the journey. Continuous prototyping allowed us to explore different look and feel options as we iterated on market positioning.

User research

Initial findings from market and user research found customers confused by terminology and jargon. Also, the challenging entry point into the user journey via aggregators was very perceived as challenging. Too many choices and price variations left customers feeling frustrated. We wanted to offer an antidote: a clear, simple journey that prioritised transparency.

Pain points and moments of delight

Mapping user journeys we discovered a number of pain points that were repetitive and duplicating data input and interaction efforts. Working through a pain-gain mapping exercise, we translated the customer challenges into innovative experiences and moments of delight.

Brand, design systems, and micro-animations

We developed a dual track agile approach to meet the tight timelines and allow for working with engineering hand-in-hand. In order to do so, we had to be able to work with a close-knit frontend process of developing the UI in conjunction with building the design system, which then was applied to the staging environment via Storybook.

Low-res visuals of account log-in

High-res UI visuals of account log-in

The product went live after only 7 months of build time. It is a flagship product which continues to sponsor climate-conscious investment to support Aviva’s goal of net zero by 2040. The client was extremely happy with the outcome and continues to be a returning [Accenture] customer.