Supporting AXA PPP's move from payer to partner with a modern, effective ecommerce platform.
ActivePlus was a flagship for AXA, articulating the new global brand messaging and design system within an e-commerce platform for existing members and new customers.
A smooth and easy-to-use digital product, combining experiences and fitness products with AXA's health and wellbeing content - the website sat strongly alongside the brand position, moving from “payer to partner”.
Role
Design Lead
Contribution
Visual direction, UX/UI design
Category
Web, Ecommerce
The ideal experience for all audiences
Our discovery phase revealed that audiences had different motivations and goals depending on their ages, life stages and conditions. ActivePlus - as well as the main AXA Health website - weren’t supporting these different goals, and the result was a lot of broken journeys.
We grouped users into types or ‘personas’, based on their priorities and motivations. Then we developed personalised journeys steering each site visitor towards their own personal health goals.
In contrast with the old ActivePlus website, the new platform organised products and experiences consistently with the health and wellbeing content strategy seen elsewhere in AXA's digital estate.
Award-winning outcomes
ActivePlus won a Silver Award in the category of Health (website) at The w3 Awards 2019, thanks to an amazing team effort!
Agency: Equator
Design Lead: Dave Paterson
UX designer: Amber Jones
UXR: Kate Wooding