Business Problem

People have been trained by financial institutes to use banks on a transaction level and go to where the best rates are rather than brands that can offer better experiences. Through the research completed as part of the pension consolidation projet, we identified a need for customers to have a fuller view of their financial world in one place rahter than having to go to multiple places to service multiple products. Subsequently, there is a 'head in the sand' mentality people exhibit that we wanted to break down.

Approach

Using the research we'd undertaken as part of the pension consolidation project, we aimed to create a working proof of concept prototype that aimed to better explore the way people would be happy seeing and interacting with their wider financial world.

Exploring the Aviva product set, the types of customers and the way they interact with not only their Aviva products but their other financial products would be key to creating the financial app of the future. We wanted to create an app that not only looked at the today view of a user's financial world but that of tomorrow - what does that financial world look like in 20-30 years and how can we tie content and planning into that to make Aviva THE brand to go to help you manage your financial world of tomorrow.

Solution

We created an app experience that aimed to connect to open banking resources to pull in data from oexternal banking partners to build a view of what a user's 'today' looked like. Then we could use push notifications, tools, gamification, and AI insight to reveal what the user's 'tomorrow' would/could look like.

Once we can expose the today and tomorrow data, insight, content, and actions to take, we would be able to look at engaging the user through a chat UI again to take advice on the plan they'd built to get products and services to make sure the tomorrow the user wanted was achieveable.

We were then able to push these ideas through user testing to see how the concepts stood up. As epxected, users did struggle with thinking about their everyday finances and their future finances at the same time but were keen to explore how the app would help them. The idea was that we would use story based content and communication to guide customers through the app and tools to be able to handle their various Aviva products like pensions, investments, and insurances to hepl them manage their overal financial world.