AXA customer documents: Policies you can understand without an adviser
Redesigned AXA insurance policies with a modular design system, clearer hierarchy and plain explanations, leading to noticeably fewer questions for advisers.
The result in one sentence
A new document standard at AXA, easier for customers to understand and reducing the burden on advisers.
Concept and Document Design, Design System, UX Optimisation
Customer Journey Designer · Print Designer
The most-read document in the customer relationship was the least well designed.
Outdated layout
Policies were difficult to read and visually dated.
No hierarchy
Coverage and insured sums were buried in running text.
Questions as an ongoing cost
Customers had to contact advisers for basic clarification.
Legal precision and comprehension had to coexist in the same document, while initial internal concepts had not solved the problem.
Existing concepts did not work
Early internal drafts failed to solve the comprehension problem.
Content complexity
Every simplification still had to remain legally accurate.
A double lever
A good document could help customers and reduce adviser workload at the same time.
I independently developed a structure and design concept and turned it into a system other teams could reuse.
Clear visual logic
Icons and checkmarks distinguish covered from not-covered items at a glance.
Explanations inside the document
Short, understandable descriptions appear exactly where the question arises.
Design system in Figma
Flexible templates allow other teams to apply the pattern to additional policies independently.
Gradually adopted across policies
A single concept became the new AXA standard.
Much better comprehension
Consistently positive customer feedback.
Less need for explanation
Noticeable reduction in adviser effort.
Strong internal support
Stakeholders backed the solution across the board.
What I take away from it
Initiative beats waiting for a brief
This project began without an assignment and became a standard. Strong proposals do not need a brief, they need evidence.
Choose the tool for the output
Figma was fast and collaborative but not ideal for final print production. Today I plan the handoff to a print tool from the start.
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