Supporting Aviva’s Customers on Their Journey to Financial Wellbeing

Aviva is a leading insurance and financial services provider, committed to helping its customers secure their financial future. With a focus on supporting financial wellbeing, Aviva sought to enhance its customer offerings by developing a mobile app that provides valuable, relevant content and tools to address their customers’ evolving needs.

Aviva aimed to create a mobile app that would offer its customers tailored advice and tools to support their financial wellbeing. The goal was to provide a resource that customers could rely on for managing their finances during challenging times, such as the cost-of-living crisis, as well as for long-term planning, such as retirement savings. The app needed to be engaging, easy to use, and capable of delivering sustained value over time.

In a rapidly changing financial landscape, Aviva needed to develop a digital solution that would meet the diverse needs of its customers. The challenge was to create an app that was not only user-friendly and engaging but also rich in content and tools that addressed both immediate financial concerns and long-term planning. Additionally, the app needed to be flexible enough to evolve with changing customer needs and market conditions.

Discovery

CreateFuture began by collaborating closely with Aviva to conduct a thorough discovery process. This involved reviewing the existing product, analysing customer research, and observing industry best practices. The aim was to gain a deep understanding of Aviva’s customer needs, define the app’s value proposition, and establish success metrics to guide the development process.

Expertise

Aviva’s MyWorkplace team sought to introduce tools and content specifically focused on enhancing financial wellbeing. By completing the discovery process, CreateFuture was able to refine Aviva’s strategy, lending expertise in conceptualising, validating, and prototyping the app to ensure it met both customer needs and stakeholder expectations.

Design

Adopting a cooperative design process, CreateFuture worked hand-in-hand with Aviva to design the app’s user experience and interface. Each feature of the app was carefully validated through customer interviews, usability tests, and surveys to ensure it resonated with users and provided tangible value. This iterative design process culminated in a fully functional prototype that met Aviva’s high standards for usability and engagement.

Content

Content played a crucial role in the app’s success. CreateFuture assessed Aviva’s existing content, providing guidance on how to optimise it for the new platform and advising on future content needs. The goal was to create a content strategy that not only added value but also encouraged users to return to the app, thus supporting their ongoing financial wellbeing journey.