BUXIDO DIGITAL
overview
AXA is one of the leading insurance providers in the UK. Within the car insurance sector, the company has over 800,000 customers across the AXA and Swiftcover brands. In recent times AXA’s competitors have been introducing improved digital customer experiences and AXA recognised this as an issue. Given the importance of the digital channel, AXA decided to make a significant investment in this area in order to improve new business conversion rates.
AXA asked us to help develop a ‘market leading digital solution’ for the AXA Insurance and Swiftcover propositions. The two main objectives were to improve car insurance conversion rates and help up-sell optional extras more effectively.
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USER REPORTS
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PAGE VARIATIONS
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MONTH VARIATIONS
discover
We went through an extensive discovery/research phase, which included an analysis of the car insurance market and other sectors such as retail and travel. The team wanted to really get under the skin of the car insurance market, and also identify user experience trends and best practices in other sectors that would uncover new opportunities to help us meet AXA’s challenge.
The final output from the discovery stage was the delivery of a comprehensive user experience analysis that laid the foundations for the entire project.
ux & design
During the ideation phase the team were able to establish the overall creative direction. The goal was to create something fresh and obviously different from the rest of the insurance industry.
STREAMLINING
CUSTOMER JOURNEY
We were keen to streamline the customer journey and to provide a smooth and intuitive flow of information. This involved re-ordering quote fields, combining process steps and amending the progress bar to ensure it was a true reflection of the user journey.
EXISTING PROCESS FLOW
NEW PROCESS FLOW
Establishing themes
Following the Discovery phase we wanted to establish a set of global themes that could be applied to AXA’s challenge. These themes were visible throughout the entire project to ensure the challenge was being met in the right way.
HUMANISATION TOUCH
Let the user feel like the
system is responding to
their inputs
TRANSPARENCY & TRUST
Be open and upfront with the
user, let them know what is happening
ENGAGING
Even though this is a form
filling process, engage the
user with what you’re selling
SUPPORT
Don’t make going through the process feel like a task, support the user at every opportunity
MEMORABLE
Try to make their journey a memorable experience and want to use it again
IDEATION
It was important to define an approach that was bespoke to the project – no project is ever the same. Having a well-defined and well-communicated approach meant everyone understood the work processes, key points of engagement and deliverables.
Collaboration and open communication with senior stakeholders and product owners within AXA was vital to the success of the project and the initial requirements gathering workshop set the tone for the entire working relationship. This initial workshop helped the entire project team create a vision, generate some of the first ideas and get everyone bought into the approach.
cONCEPTING
Once the foundations for the project were firmly in place, our user experience architects were able to start conceptualising the experience. Multiple sketched concepts were drawn whilst at the same time our visual designers created design concepts to illustrate the overall vision. Our developers were then able to create low-fidelity HTML prototypes to validate and build on these early ideas.
Solid foundations
To ensure the entire production team were designing and developing consistently
THE GRID
We defined a responsive grid early on in the project. This meant our designs were able to integrate seamlessly throughout the entire process.
The use of the responsive grid gave everything its place and helped the team create a harmonious and visually appealing design.
HARMONIOUSLY
RESPONSIVENESS
"We want the user to feel like the system is responding to them as an individual."
TOP SHOPPING BASKET
In order to make the price transparent and visible at all times, the team developed the ‘top shopping basket’, to show how the price is made up and enable the user to toggle between annual and monthly prices.
HELP HUB
Constant help throughout the process ensures the user feels in control. This is intended to minimise drop-off rates, which in turn increases conversion rates.
ERROR MESSAGE
The team designed an error messaging approach that takes the user to the error, rather than forcing them to search the form for error(s).
INTERACTIONS
The little interactions we developed are designed to make a real difference to users.
FINAL designs
During the ideation phase, the team were able to establish the overall creative direction. The goal was to create something fresh and obviously different from the rest of the insurance industry. Below are some of the final screens designed.
Thank you 🙏🏼