Case Study: Improving Registration for MyAviva
Client: Aviva
Role: Senior UX Designer
Duration: 2018–2022
Focus: Registration & Account Activation Journey
URL: https://www.direct.aviva.co.uk/MyAccount/login
Role: Senior UX Designer
Duration: 2018–2022
Focus: Registration & Account Activation Journey
URL: https://www.direct.aviva.co.uk/MyAccount/login
Background
Aviva launched a campaign to drive adoption of MyAviva, its digital platform for customers to manage their insurance and pension products. As the lead UX designer, I was responsible for shaping the end-to-end registration experience—conducting research, designing flows, and building interactive prototypes for user testing and stakeholder alignment.
The Challenge
Despite the marketing effort, registration completion rates were low. Our research identified three critical pain points:
• Activation codes sent via letter often led to confusion; users didn't understand how or where to enter them.
• Users were unable to pass security question verification, either due to forgotten answers or ambiguous question formats.
• Many users unintentionally created guest accounts (with no linked product), leading to dead-end journeys and increased support calls.
Our Approach
I led user research to validate and explore the root causes of drop-off. Based on insights, we:
• Redesigned the activation flow for greater clarity and reduced friction.
• Streamlined the password reset and verification process, replacing security questions with modern alternatives.
• This further led to the introduction of Photo ID Verification (IDV) as a secure and user-friendly option for recovering or activating accounts. (Case study here)
• Built and tested interactive prototypes, iterating based on usability testing with real users.
Prototype screens and flow diagrams were shared with cross-functional teams, helping to guide development priorities.
User Research Prototype
Prototype: https://mviqv2.axshare.com/home.html
Mobile prototype: https://uhwft4.axshare.com/home.html
Results
Increased registration success rate, especially for customers using activation codes previously with other systems.
Significant reduction in support calls related to account access and guest login confusion.
Enhanced customer trust through clearer, more secure onboarding flows.
Initial journey flow for user research
We've tested multiple hypotheses
The customers find the registration with the activation invitation confusing.
Research supported the finding that users were not able to remember the initial information set up for security questions validation
