YEAR + TIMELINE

2018 /
4 weeks

AGENCY

Frog design,
Milan studio

TOPIC

Insurance,
Fast quotation tool

MY ROLE

UI design,
Documentation

TEAM

Project Lead,
UX designer

OUTPUT

Desktop website,
Prototype

¶  Kick-off

Axa is one of the world's leading insurance and asset management groups, serving 105 million clients, individuals, and businesses, spanning 54 countries. In 2017, Frog design lead the axa.com redesign – so, after a year, Axa Italia asked Frog to work on their redesign.

The UX redesign was centered around slight refinements to make the website more efficient: cleaning up the information architecture, improving insurance clusters, designing a more coherent structure across different templates, and leading to a seamless experience.

In terms of UI, the redesign was focused on bringing a new, coherent, fresh style, taking some elements from the worldwide site, but with ad hoc changes, following the UX needs. 

MY CONTRIBUTION

My involvement consisted of shaping the visual side of the project, providing detailed screens of main templates and flows, and taking care of every detail within the icon set.

HOMEPAGE

Communicate brand and benefits

The landing page has the goal of helping the user to understand the family services that Axa provides, with an elegant and clean look & feel – which is expressed by color palette and fonts. Quick quotes, offer showcases and brand perception are key features of their site.

First sketches

Chosen layout

QUOTATION TOOL

Insurance agent, two clicks away

Right below the banner, a button bar gives the user quick access to all online quotes. Clicking on any of them, the user will have the possibility to fill in their first step, and being in touch with an agent right after.

MAIN MENU

Clear clusters, clear hierarchy 

The main menu was redesigned based on how the information architecture is now organized, divided into coherent clusters, and improved visual effectivenes, with quick access to useful functions.

PRODUCT PAGE

Easy explanations for every product topic

The product page required two different templates – one for quite intricate products (i.g. house or life insurance) and the other for simpler products (i.g. travel or pet insurance). The complex template has a quote configurator, while the simple one displays a fixed price. Below this, the user will learn about their offering, including key features and product details related to the heart of said insurance. The remaining page covers other related advertising and brand material.

Complex product template

Simple product template

SEARCH & HELP

Immersive experience for searching and assistance

The search and help sections are both fullscreen modals, in order to properly elevate them from other content on the site: the user can stay focused on their inquiry.

Search area

Help area