Aviva / Direct Line Group

Led design for Commercial Direct platform consolidation, redesigning Van and Small Business quote-and-buy journeys onto a single platform to cut cost and risk, improve customer outcomes, and unlock cross-sell and growth.

Partner with engineers to create reusable, accessible components in StoryBook/Figma that ensure consistency and reduced rework across live digital journeys.

Launched Commercial’s self-serve Help pages to replace Contact Us - triaging by intent to push customers toward self-serve. Reduced inbound calls by 5%, grew WhatsApp usage by 2%, and drove a 4% uplift in My Account sign-ins, saving an estimated 747 hours of call handling time.

Brought experimentation in‑house from agency, saving ~£100k annually and embedding A/B testing, using Kameleoon, as a core Digital capability for Direct Line for Business.

Reduced prominence of the paper documents opt-in across Van and SME quote & buy journeys, driving a 95% decrease in opt-ins, delivering ~£40k annual savings with no negative impact on conversion.

Helped set up our London User Research Suite, giving us a space to really listen to customers and learn what works, and where we can improve, across our journeys. Ran multiple moderated sessions early on with customers to lead by example.