UX Battle of the Week: Aviva vs LV=
The Competitive UX Benchmark Study
UserZoom ran a quick competitive UX benchmark study between Aviva and LV=, two of the UK’s largest insurance providers, to see how users experienced navigational and core tasks, as well as how they rated their overall experience on these websites.
We ran an unmoderated remote benchmark study with 60 in-the-wild users on their own devices over the course of a single day, and collected both quantitative and qualitative feedback.
Participants were equally divided so that 30 went to each site, and completed several tasks in order to test and measure the design of the homepage, the website’s structure, and gather usability metrics for each site.
We also measured users feelings about the brand before and after their experience with the site, as well as their likelihood to recommend the site to friends, family and colleagues.
Here is a sample of the benchmark:
First impressions are lasting impressions
We showed all participants static images of Aviva’s and LV=’s homepage and asked them to choose which site they associated with several UX attributes.
Aviva had more votes in every category, especially in the Lively category (88%). And while participants felt their homepage was welcoming and trustworthy, they also felt that it was overwhelming (60%).
LV=‘s homepage fared a little less favorably than Aviva’s, managing to not have a majority in any of the categories. The category with the most votes was Informational (42%) followed closely by Overwhelming (40%).
Want to see the rest? Download the battle to find out who won!