UX Battle of the Week

Aviva vs LV= 

Both companies put their best experience forward, but in the end, there can only be one izzard of the insurance companies.

About this UX Battle of the Week

UserZoom ran a quick competitive UX benchmark study between Aviva and Liverpool Victoria (LV=), two of the United Kingdom’s largest insurance companies, 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.


Here's what we tested and measured in this UX Battle of the Week: 

  • Each website's homepage design
  • Each website's structure and usability metrics
  • Users' feelings about the brand before and after their experience with the site
  • Users' likelihood to recommend the site to friends, family and colleagues

Download the UX benchmark to learn more about how UserZoom is able to test competitive sites in order to learn best practices and identify areas for improvement.


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