Aviva India is an Indian life assurance company, and a joint venture between Aviva plc, a British assurance company, and Dabur Group, an Indian conglomerate.
AVIVA customer portal provides self-service based customer tools for various tasks to manage the policies. The customer portal is accessible to the customers through AVIVA India website.
In 2013, as per research data there was a significant rise in Indian customer base who were accessing customer portals mostly through various mobile devices but then the site was not optimized for mobile devices. In order to ensure AVIVA India was geared to serve the existing as well as build new customer base, while providing unparalleled end user experience through their digital channel, it was crucial that the digital touch points were optimized for cross platform devices.
Redesign Aviva's customer portal and make it responsive across all devices (including non-smartphones).
The legacy design of the customer portal focused more on advertisement in form of a big banner on top whereas the bottom content kept changing on each page. It was less focused on primary tasks. The navigation was not well structured, there were no red routes properly highlighted in a logical or intuitive way, and some important features remain hidden, which added to the difficulty of having a frictionless navigation for the users. The relevant information and tasks were not visible upfront to the users for which they had to resort to search. The search function was also not very helpful as the it was not even at the spotlight. Overall, the system didn't have a proper hierarchy of displaying information and CTA.
The portal didn't have any pre-existing design documentation for which I needed to do a full content audit of the portal and plotted the navigation system of the portal. In order to do that, I had to use the portal myself and do couple of tests with existing customers.