Health & Wellbeing | Experience Design | B2C | Digital Transformation
AXA's Digital Wellbeing Revolution
Overview
AXA Health was on a mission to move beyond their traditional role as an insurance provider to help people bring out their best selves through wellbeing services. However, the market was already saturated with wellbeing products.
Our challenge was to create a market-leading vision and launch a Minimum Viable Product that could deliver affordable, personalised, and expert-led services in this competitive landscape.
Challenge
- Identifying which patients needed urgent referral for specialist care
- Standardising the comprehensive patient evaluation process
- Creating a digital tool that healthcare professionals with varying technical skills could use easily
- Designing for different healthcare scenarios and practitioner roles (pharmacists, nurses, GPs)
- Addressing the liability concerns associated with health recommendations
- Balancing clinical requirements with usability and patient experience
- Integrating the tool with existing healthcare workflows
I embedded a human-centred design methodology within the AXA Health team, creating an environment free from existing corporate structures and assumptions. Over the course of a year, I led the team through research, concept development, and launch of the beta version of the AXA Health app.
I embedded a human-centred design methodology within the AXA Health team, creating an environment free from existing corporate structures and assumptions. Over the course of a year, I led the team through research, concept development, and launch of the beta version of the AXA Health app.
My Role & Approach
We initially set out to give users health advice based on their answers to assessment questions. We spent quite a while designing a smart system to create personalised plans. However, this approach proved challenging due to its expense, the risks of making health recommendations without clinical oversight, and complications with data privacy and third-party integrations.
So, we pivoted to offering pre-set behaviour change programmes, like two-week meditation courses or month-long healthy eating plans. This new approach was more cost-effective, reduced liability risks, and better protected user information while still helping people make positive health changes.
Design Sprint Methodology
Collaborative exploration of prioritised user journeys through intensive sprints. By engaging subject matter experts, individuals with lived experiences, and competitive analysis, we iteratively refined solutions with diverse perspectives driving each phase of development
Process
Service Concepts
We created various service concepts during the ideation sessions of the 2-week-sprints. We tested these ideas with potential users at the end of each sprint and collated the feedback in one large repository.
Results & impact
Customer Experience Vision
Our 3-year 'Signature Journey' narrative served as the north star for AXA's wellbeing experience transformation. This storytelling approach, centered on our persona Emma, aligned stakeholders around a cohesive vision while defining partner requirements and establishing a seamless, relevant customer journey that would evolve with users' changing life stages.