Background
AXA launched of a new product MyAXA eServices dedicated to a special category of users. The new product acted both as a replacement for a legacy product, while also providing new features and covering more types on insurance products.
The new product was almost identical in terms of functionalities and look, with an existing product, but it served a different audience and was using a different platforms. MyAXA app is a self-servicing native app exclusive to AXA Hong Kong employees, while MyAXA eServices is a responsive web portal available to private clients across 3 lines of business. The consistency in look a feel was intended, as in the long run, both services were going to be integrated serving all clients and emplyees, bothas an app and a portal, under the name
MyAXA,
Objective
As the lead designer, I worked with a mixed AXA/HSBC team of business and product people to define the user journey that would lead to the highes number of conversions.
The key challenge was to translate a complex product into a simple user journey that delivers the maximum number of conversions and leads.
In order to validate that the product and user journey meets user expectations, the approach was to build a high fidelity prototype to test real users. This helped validate the proposed design, identify gaps and gather further insights, in order to refine the experience before moving onto development.
My role
1
Discovery
Market research commissioned by AXA before the products were designed.
Assessing the research allowed me to better understand the needs of the key audiences and the benefits they are looking for when buying SME insurance.
We were also able to identify key differences between the products that will allow a customer to identify at a glance which product is best for their business.
2
Journey Maping
Market research commissioned by AXA before the products were designed.
Assessing the research allowed me to better understand the needs of the key audiences and the benefits they are looking for when buying SME insurance.
We were also able to identify key differences between the products that will allow a customer to identify at a glance which product is best for their business.
3
Prototyping
Market research commissioned by AXA before the products were designed.
Assessing the research allowed me to better understand the needs of the key audiences and the benefits they are looking for when buying SME insurance.
We were also able to identify key differences between the products that will allow a customer to identify at a glance which product is best for their business.
