Aviva: Online salesmanship

Aviva, one of the world's largest insurance companies, was about to redesign the Life Insurance (LI) and Mortgage Life Insurance (MLI) quote and application processes online.

Aviva asked Foolproof to deliver a programme of research and consultancy to understand how their existing product pages, quote and application forms supported customers through the complex process of buying life insurance online. Specifically the programme needed to identify quick wins on the existing website and detailed customer requirements for the new quote and application processes

Our Approach

The starting point was a programme of user depth interviews to understand the consumer's context of use and expectations when shopping for life insurance online and the detailed user experience issues on the existing website. We also reviewed competitor quote and application processes to identify current best practice and requirements for the new site.

Insights and recommendations from the initial research were used to make quick win improvements to the existing site and customer requirements were integrated into the new process design and wireframes.

During the next phase of development, Foolproof conducted prototype testing to confirm early on in the IT build process that the new processes were both effective and efficient for consumers. The findings allowed Aviva to understand the priority of issues and required fixes.

Client quote

"Buying financial services online is often a complex and highly considered consumer purchase. Foolproof's expertise and experience in understanding how consumers buy financial services online was invaluable in quickly understanding how our customers want to buy our life insurance. Their ongoing involvement in the project has meant we've been able to reiterate and validate the process and design and therefore reduce the commercial risk when we launch the new process."

• Research facilities

  

  We provide access to specialist research facilities and tools in our offices in London and Norwich: focus group rooms, user testing and eye-tracking facilities.

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