Business insurance marketplace 

Aviva, one of the UK’s largest insurers with a global footprint, needed a more intuitive way to present its complex suite of business insurance products online. The existing pages were technical, jargon-heavy, and hard to navigate, leading to user confusion, low engagement, and drop-offs during the quote journey.

We collaborated with Aviva to redesign the UX/UI and content of their Business Insurance section, bringing clarity, simplicity, and a more user-friendly experience to a traditionally complex product offering.

Natural Language Approach: Rewrote product descriptions in plain, conversational English — helping users quickly understand what’s covered, who it’s for, and why it matters.

Task-Based Navigation: Grouped products around user intent (e.g. “I’m self-employed”, “I run a shop”) rather than internal categories.

Progressive Disclosure: Reduced cognitive load by revealing details only when needed — creating a smoother, more guided experience.

Responsive Design: Ensured mobile-friendly layouts and interaction patterns for busy users on the go.

As part of the redesign, we sourced more diverse, brand-aligned photography to reflect the real businesses Aviva supports and to reinforce a more human, inclusive tone across the site.

• Improved user engagement across business insurance pages, with clearer pathways to key actions like “Get a Quote” and “Find the Right Cover”

• Higher comprehension and confidence scores in usability testing, especially among first-time business owners

• Positive stakeholder feedback, noting a shift toward a more human, accessible, and brand-consistent experience

• Enhanced visual storytelling through diverse, relatable photography that better represents Aviva’s broad customer base

We partner with internal teams to build flexible design systems that streamline workflows and support agile collaboration.