I developed a simple design language where I researched and applied best practice to create an intuitive, friendly and tactile form UI kit. The form elements are optimised for touch screen devices with large click areas and clear, simple feedback.

The UI kit was used to re skin Aviva's Home insurance quote and buy journey, which saw a dramatic increase in conversion. This was so successful that all quote journeys are now being updated.  

"Ed really went above and beyond to make sure all of the design work for the Home quote and buy reskin was completed on time and helped accelerate the pace at which we got it live. The work he did to make sure the mobile interactions worked has meant we've seen incredible results for this change, ultimately leading to 20% more sales on Home, worth roughly £3m-£4m in additional turnover. "

Ben Goodwin
Digital Product Manager
Aviva