AXA IM
Project type
Website DesignAgency
PattrnYear
2020 – 2021Skills
Competitor Research Brand Definition User Experience User InterfaceLinks
www.axa-im.co.ukThe AXA IM websites were outdated, inflexible and lacked alignment globally. They were difficult to navigate and even harder for the client to manage. Our challenge was to discover and define the goals of 18 markets and the needs of institutional, professional and retail investors.
I worked within the design team alongside project managers and clients to create a modern design system, intuitive structure and user experience. This enabled better engagement with users, improved data capture and allowed targeted promotions.
We conducted extensive stakeholder and user interviews to capture the broad range of global requirements that we prioritised and turned into a multi-year roadmap. We used this to create a global site architecture, refreshed brand experience and best in class user experience.
Design System
Before embarking on any production UI designs, we created a solid design system using the core AXA brand as a reference. We worked closely with the Head of Brand to ensure it met expectations, then tested and tweaked it at scale on full pages and journeys.
Designing at Scale
We created 16+ page templates with multiple promotion, data capture and navigational modules. We designed pages in groups based on common user journeys, ensuring that the page to page experience was consistent and intuitive.
Responsive
Each page and module was designed across 3 or 5 breakpoints, with additional breakpoint designs delivered for complex modules. We worked closely with the development partner during QA to ensure the website rendered well across a wide range of devices and screen sizes.
