Covering All Bases in Digital Design
A UK leader in insurance and pensions, with claims, underwriting, and digital expertise centred in Norwich’s Surrey House.
Context
Working Under a New Policy
Aviva was going through a period of internal change under new leadership.
The focus was on improving everyday digital experiences across mobile, tablet, and desktop. Work included adapting UK-centric journeys for the French market, translating generic wireframes into native iOS and Android patterns, integrating GDPR into login and registration flows, and shaping AvivaPlus, the company’s flagship insurance product.
The brief was to make Aviva’s digital products intuitive, accessible, and consistent, while aligning with an evolving design system.
Process
Assessing the Damage
The process began with identifying friction across key journeys, then reshaping them into clearer, more intuitive flows.
UK-first experiences were adapted for French users, Login and Register were reworked to improve trust and clarity, and AvivaPlus was designed as a seamless cross-platform product. Alongside this, work supported Wealth Management initiatives and early explorations of future offerings.
Gaps in the design system were surfaced through delivery. New components were created where needed, helping improve consistency across teams and products.
“Jon helped us understand the value of going native — showing how mobile could feel faster, cleaner, and more intuitive for our customers.”
– Digital Product Owner
- AvivaPlus landing screen – Clear proposition and user value
- Onboarding intro – Friendly, accessible welcome flow
- Get started prompt – Encouraging next steps with clarity
- Logo design – Digital optimisation of AvivaPlus branding
- Wireframe concept – Early structure for the onboarding journey
- AvivaPlus landing screen – Clear proposition and user value
- Onboarding intro – Friendly, accessible welcome flow
- Get started prompt – Encouraging next steps with clarity
- Logo design – Digital optimisation of AvivaPlus branding
- Wireframe concept – Early structure for the onboarding journey
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Solution
Putting It in Writing
The focus was on flows and components that felt familiar, clear, and trustworthy, rather than surface-level polish.
The solution included:
- Standardised navigation and interactions across platforms
- Improved accessibility, readability, and mobile-first layouts
- End-to-end onboarding and journeys for AvivaPlus
- Seamless integration of GDPR into Login and Register flows
- Native user journeys for Wealth Management products
- New components fed back into the design system
These changes helped bring consistency and confidence to Aviva’s digital estate.
“Jon had a real respect for our maturing design system, using it smartly, asking all the right questions and spotting where it needed to grow."
– Ray Holmes, Design System Lead
- Ava: Clear, branded entry point
- Friendly, accessible introduction
- Streamlined setup guidance
- Automated product detection
- Portfolio overview at a glance
- Detailed account view
- Focused day-to-day view
- Tracking targets and savings
- Ava: Clear, branded entry point
- Friendly, accessible introduction
- Streamlined setup guidance
- Automated product detection
- Portfolio overview at a glance
- Detailed account view
- Focused day-to-day view
- Tracking targets and savings
Impact
The Payoff
The work helped Aviva bring greater clarity and consistency to its digital estate.
The impact included:
- Stronger alignment with the company’s design system
- Native-feeling wealth management apps across platforms
- Improved usability for both UK and French customers
- Better-informed decisions around new journeys and reusable components
“He wasn’t just professional — Jon formed genuine friendships here, and he’ll be missed on a personal level too.”
– UX Researcher
Reflection
Insuring Good Design
This project reinforced the value of asking thoughtful questions, respecting native patterns, and working closely across disciplines.
By turning abstract wireframes and ambitious ideas into intuitive, practical solutions, we delivered experiences users could trust, and designs the team could confidently build on.
It was a reminder that clarity is often the most valuable outcome.
