The Challenge
About this Project
Emma by AXA is a mobile insurance application designed to modernize how customers interact with AXA's services — from policy management to claims filing — within a single, accessible platform. The project focused on simplifying complex insurance workflows into clear, guided user experiences that reduce cognitive load and build trust through transparency.
Role: UX/UI Designer Platform: iOS & Android Industry: InsurTech / Financial Services
The Problem
Insurance apps traditionally suffer from dense information architecture, jargon-heavy content, and multi-step processes that frustrate users at critical moments — particularly during claims. AXA needed a mobile experience that felt approachable to everyday users while still handling the complexity of policy data and compliance requirements.
The Solution
Emma was redesigned around task-based flows rather than product-catalog structure. Key journeys — viewing coverage, filing a claim, contacting support — were restructured to minimize steps, surface relevant information contextually, and guide users with clear feedback at every stage.
Design Process / Approach
Discovery & Audit Reviewed existing insurance app patterns and identified common friction points: buried policy details, unclear claim status, and inconsistent UI feedback. Mapped primary user journeys to prioritize redesign scope.
UX Flow Design Simplified multi-step claim submission into a linear, progress-tracked flow with clear input validation and confirmation states. Reduced navigation depth for policy overview and document access.
UI Design Designed screen-level components in Figma aligned with AXA's brand guidelines — balancing enterprise visual standards with a warm, approachable tone suited for consumer-facing insurance. Covered key screens including home dashboard, policy detail, claims flow, and notification system. Accessibility & Handoff Applied accessibility considerations across color contrast, touch target sizing, and readable typography. Delivered annotated specs and component documentation for development handoff.
Key Features
- Unified policy dashboard with clear coverage summaries and renewal alerts
- Step-by-step claim submission flow with document upload and real-time status tracking
- In-app support access with contextual FAQ surfacing based on current user task
- Notification system for policy updates, claim progress, and payment reminders
Outcomes
- Streamlined core user journeys by reducing unnecessary navigation steps
- Improved clarity of policy information through structured content hierarchy
- Delivered a consistent component library aligned with AXA brand standards for scalable UI development