B2E2C · Insurance · Web
MA Découverte
Combining smooth communication with digital
gathering of home needs
Client
AXA
Scope
0 → 1
Technology
React
Year
2022 - 2023
My results & impacts
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7× more data: Replaced the paper method, allowing users to gather 7 times more information in the same amount of time.
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+50% productivity: Cut follow-up meeting preparation time in half.
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14 days to edit an appointment:Proud to have championed the user's needs, turning a rigid technical feature into a smooth daily reality.
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High adoption: Modernized the network’s image with a secure, user-friendly tool.
Highlights
Context
The starting point
AXA decided to invest on the Insurance Representatives to enhance the level of professionalism in the field with unique discover process approach for the metropolitan network. They must be fully autonomous and engaged to be a natural partner of AXA success to increase the business.
Product goal
The tool must be GDPR-compliant, secure, accessible from any external device, and highly intuitive for collecting household data (prospect and spouse).
My objectives
The exclusive AXA mandatary role is critical for acquiring new business, yet the network had neglected this profession for over 15 years. As a product designer, my main challenge was to uncover this legacy context, understand their current reality, and guide them through a digital transformation.
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State of art for high adoption: Conducting deep field research to understand the profession's history and guarantee the new digital tool would be heavily adopted.
Case study: Discovery
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Co-design & agile delivery: Collaborating closely with stakeholders to ensure the design process respected strict project deadlines and delivery milestones.
Case study: Co-design & delivery
Case study: Discovery
My challenge
Transform a tedious paper-based process into a seamless digital experience that builds trust: streamline prospect data collection through a fluid, conversational exchange.
As Product Designer, I established a pragmatic, year-long roadmap to drive the conception of the "MA Découverte" digital tool. To ensure high adoption and technical feasibility, I implemented a highly collaborative methodology, maintaining a continuous dialogue across three key spheres:
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User & Partner Advocacy: Facilitated co-design workshops and usability tests with end-users and their partners to integrate field realities and secure intuitive UX patterns.
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Business Alignment: Led weekly validation meetings with the Insurance Representatives' Business Leader to align UI progress with strategic objectives step-by-step.
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Agile Core Team Delivery: Collaborated daily with a cross-functional product team —comprising a Product Owner, Business Analyst, Change & Transformation consultant, and 2 Full-Stack developers—to seamlessly build the tool.
↪ Yearly UX roadmap: from field research to final delivery.
↪ 2 vision of the insurance representative roles (slidehow extract)
What I have learned
Starting with no prior knowledge or internal documentation, direct field access made me the users' true advocate. In just a few weeks, I grasped their complex stakes, bridging legacy fears with business goals to co-build—with and for them—the intuitive tool they awaited for years.
↪ Usability test, 2023
Case study: Co-design & delivery
Goal
How can we transition seamlessly from the main prospect to their spouse, preserving the human connection while streamlining digital data entry for the entire household?
Device concerned
Laptop & Tablet
Project objective
Replace manual device-by-device field inspections with an intuitive mobile IoT platform, empowering maintenance operators to monitor device health in real time and enable proactive maintenance.
UI constraints
Unlike standard AXA linear funnels, MA Découverte tool required a flexible, non-linear architecture to follow the natural flow of conversation or the insurance representative's preferred strategy.
While leveraging AXA's existing Design System, I designed custom components and targeted variants to support seamless, friction-free navigation between topics and dual prospect profiles.
↪ Iterative design: From early sketches to Hi-Fi UI
User verdict
I conducted real-world usability testing using an interactive Axure prototype. My goal was twofold: to validate that the tool acts as an intuitive framework for agents to lead customer appointments naturally, while ensuring a stress-free experience when switching between dual prospect profiles.
↪ Usabitlity test protocol: overview of key steps in the MA Découverte interface
What I have learned
Through real-world usability testing, I gathered measurable data proving two key outcomes: my design effectively reinforced the representative's professional authority during discovery, while enabling a seamless transition between the two prospects.
Additionally, I learned how crucial UX copywriting is—I realized that choosing the right words makes the interface instantly intuitive, directly driving end-user adoption and reassuring the prospect throughout the meeting.