Aviva business site
Business insurance, pension and health sections restructure and design
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AEM | Information architecture | Website design
10/2018 - 02/2019
Information architecture and UX design
Requirement gathering | Sitemap | Wireframe | Prototype
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Aviva offers B2B solutions in business insurance, health and protection as well as workplace pensions with products for businesses from micro to corporate size of companies. Although the current site supports small medium enterprise business fairly well, it is clearly under serviced in the existing hierarchy and navigation on the site for corporate business, in particular to Corporate workplace pension section. The client wants to develop an easy to find, non-transactional Shopfront for Aviva in the Large Corporate market but not to distract the SME direct quote journey and not to create duplicated content for the two types of audiences.
Since the workplace pensions section for corporate customers is starting from scratch, a user research with a focus of corporate pension customers was conducted before I joined, but it was only focused on corporate customers, it provides good insights to the triggers for corporate customers to review or change providers but not for other customer segments. I started my process with conducting competitor usability studies.
After exploring corporate and SME combined and separated IA, we agreed on triage corporate and SME customers under each product sections was a better approach due to the potential content duplication and SEO impact.
As workplace pension is the most complex area, and the offering for SME and corporate can be inter-changeable, I started with concepts of an audience-led IA and a needs-based IA.
Final IA was defined after a few rounds of stakeholder reviews, took 2-3 weeks, with a list of core customer journeys highlighted to ensure both sides of stakeholders are comfortable with the proposed structure. Wireframes were done by following existing AEM framework designs to assure minimum development efforts.
The first delivery for SME and Corporate workplace pensions went live on 31st Jan 2019. Organic traffic has grown by 25% over the 2 months following launch.