Work
Competitive analysis, Information architecture, UX design, UI design.
My Account Redesign
Making it easier for customers to find their policy information and manage their cover online.
Overview
Quotemehappy.com is Aviva’s online car insurance brand. Customers use My Account to view their policies, access documents and make changes to their cover. This was the first redesign of the experience since the brand launched in 2011.
The account redesign was the first phase of a wider programme to improve self-service, followed by a redesign of the mid-term alteration journey. My focus here was the account experience: how information and actions were organised, labelled and presented.
The problem
Usage data and failure demand analysis showed that people were struggling to complete tasks online. Important policy information took too many steps to find, while repeated content made the interface harder to scan. For a brand built around self-service, these difficulties created more demand for help and put customer retention at risk.
The existing My Account
The design challenge
How might My Account help customers understand what they have, find what they need and move confidently into the task they came to complete?
My contribution
I reviewed the existing experience, mapped the account flow and explored a clearer information structure. I regrouped navigation around customer tasks, refined labels and brought policy details and key actions into a more visible hierarchy.
The wireframes tested how this structure could work across the account experience. The resulting screens give customers a clearer starting point for viewing their cover, finding documents and accessing the relevant service journey.
User flow
Wireframe
Hierarchy for the content
Final screens
Connecting account and policy changes
My Account is also the entry point for changing a policy. The detailed redesign of that process, including the car-swap journey, is covered in the next project.