Aviva Wealth

Empowering people to achieve their wealth goals

Aviva Wealth partnered with Ustwo to redefine the future of wealth management. Together, we developed a "Connected Wealth" vision that empowers customers to achieve their financial goals while driving sustainable growth for Aviva Wealth.

Our approach involved understanding customer needs and behaviours throughout their wealth journey, identifying and prioritising key opportunities, and bringing these to life through interactive prototypes. Through iterative testing and close collaboration with Aviva Wealth leadership, we delivered a validated vision that inspires customers and the business. This collaborative effort aimed to increase customer advocacy, drive business growth, and enhance engagement across the wealth channel.

My Role
Lead Product Designer

Client
Aviva Wealth

Agency
Ustwo

Design Challenge

How might we empower customers to feel confident and in control of their financial well-being by providing accessible and personalised support that simplifies complex financial situations and guides them towards achieving their unique life goals and aspirations?

Our Design Approach

  • We identified and ran workshops to prioritise key business opportunities, focusing on enhancing customer relationships and driving growth.

  • We worked with the client to build a deep understanding of customer needs and mapped their journey to identify key touchpoints for intervention.

  • We translated prioritised opportunities into "How Might We" statements and co-developed initial design concepts and sketches with the client. 

  • We conducted multi-phase research to validate business opportunities and refine customer understanding through iterative prototyping and testing.

Prototypes

Our design approach utilised what-if scenarios and unbranded design stimuli to uncover user attitudes, preferences, and behaviours.

These prototypes were not intended as final solutions but instead as prompts for discussion and co-creation.

This approach encourages user engagement, facilitates collaborative ideation, and allows us to validate research hypotheses effectively, ultimately leading to more informed and user-centred design decisions.

  • Wealth Coach

  • Future Finances

  • Uncover your goals

    Uncover your goals

  • Wealth Mentor

  • Personalised Plan

Identifying universal needs

We identified common themes through our research that resonated with our audience types: Ease Seekers and Performance Seekers.

Trust and reliability

Reassure me that my money is in safe hands "Probably number one would be security and making sure that I'm getting advice from a reputable, reliable company"

Ease and convenience

Take all of the hard work and effort away from me "We have got a product through the bank. I don't know if it's the best one. I did it out of ease. I don't think about ... I just do it.”

Proof and Profit

Prove that I have found the best solution to maximise my return "If it comes down to better returns vs. Saving a few clicks... I'll choose returns every time."