Aviva Health Score

Empowering people to take control of their health

We were recruited to deliver a validated proposition for Health Score, a groundbreaking digital product designed to be at the heart of Aviva’s mission to improve the nation’s health. As a personalised tool, it offers users actionable insights to understand, improve, and optimise their wellbeing. Backed by medical expertise, Health Score transforms Aviva’s relationship with customers—going beyond insurance to become a trusted source of health and wellbeing advice.

A research-led approach to design and development

To ensure a seamless user experience, we worked through an extensive research and discovery phase. User research and testing played a critical role, helping us understand user expectations, optimal engagement points, and the value they saw in Health Score. We utilised existing analysis that had identified primary and secondary audiences, tested scoring concepts, and refined content needs through three rounds of test, validation and refinement. 

The UX and UI design process aligned with Aviva’s brand identity, ensuring the questionnaire structure was engaging, intuitive, and insightful. 

Driving engagement through personalisation

Our insights revealed that users needed both factual and emotional touchpoints to stay engaged. By crafting a warm yet informative tone of voice, we balanced education with relatability—making health information understandable, actionable, and quantifiable. Iterative review and feedback loops further refined the product, ensuring that users felt personally connected and motivated to complete their journey. The result? A people-first digital experience that not only informs but also empowers users to take meaningful steps towards better health.