Business Problem

Aviva already offers a great pension consolidation service but with new-comers to the market in the form of Pension Bee and the like, they wanted to push the service, it's detailed and personal touch, whilst automating using new datasets and services to get maintain their position ahead of the competitors.

Approach

We knew we were going to be market leading with this project so needed to lean heavily on existing Aviva and new user research, along with our extensive financial service experience to start ensure we were creating something that resonated with people.

We were about to access a large amount of Aviva research from customer service, our own UX research of existing journeys as well dive in market analysis and the wider technology space to help us understand how people expected to interact with the brand and their finances. Additionally, we organised and spoke with a wide range of people using informal interviews to gather insight as to how people really felt about not only pensions but their wider financial worlds.

From this we were able to start thinking about a proof of concept we could put infront of existing and non-customers.

Solution

It was clear from the research that we had to think about how we wanted to communicate with users and how they wanted to be communicated with. The research showed us that a little and often approach was appreciated even if there was nothing new to report, people still wanted to feel they were still on Aviva's radar.

What we did was to leverage the ubiquitous chat UI to bring the personal touch that a lot of the automated services we lacking and Aviva had in spades according to customer service research. We crafted the scripts and data capture form elements required to get a user through the process but there was a real focus on asking as little of the user as possible up front so they felt they were getting a lot for the time they were putting in.

We then delivered the user to an app dashboard that showed where Aviva were in tracking a user's different pensions down. Building multiple states of this dashboard allowed us to show how the app was able to build a picture of the consolidated pensions, provide low-level advice on the best course of action for those pensions that couldn't be brought over, and other products that the user could use to help build their retirement funds.