ABOUT

The objective was to design a web page for AXA that communicated complex insurance products in a clear, customer-friendly way. The concept centred on simplifying decision-making through clean design, intuitive navigation, and a reassuring tone - aligning with AXA’s brand promise of security and reliability.

I created a modular layout system that supported flexible content blocks, ensuring adaptability across different product lines. A clean, corporate colour palette and consistent typography reinforced brand trust, while subtle animation and interactive elements were used to guide users through key actions. Icons and infographics distilled policy details into digestible chunks, and responsive design ensured a seamless experience across all devices.

The redesigned page improved user engagement and reduced bounce rates, with clearer CTAs contributing to a measurable uplift in enquiries. Internal feedback praised the balance of visual appeal and functional clarity, and the design system was later extended across related web pages to maintain consistency.