AXA Health
Overhauling a B2B healthcare quote engine to transform complex commercial insurance data into an intuitive onboarding journey.
Role
Product Designer. Led the evolution of the core digital style guide and designed the end-to-end user journey for the commercial insurance quote flow.
Scope
Design system expansion, B2B interface architecture, progressive disclosure UX, multi-step form design, component styling, prototyping.
Context
Collaborated with AXA Health to modernise their business onboarding, turning a notoriously data-heavy, multi-page commercial insurance procurement process into a frictionless, scalable digital experience.
1. Case study overview
Transforming enterprise onboarding at scale
Commercial healthcare procurement is traditionally bogged down by heavy paperwork and friction-filled legacy processes.
Collaborating with AXA Health, the mission was to evolve their core digital style guide and completely overhaul their business quote platform. We turned a data-heavy onboarding mechanism into a modern, frictionless user journey for commercial clients.
2. The core challenge
Simplifying complex commercial data collection
The main hurdle was cognitive overload. Designing a quote engine for businesses requires capturing an immense volume of corporate data, employee tiers, and coverage parameters without causing user fatigue or drop-off. The challenge lay in structuring this massive input requirement into a logical, approachable flow that accommodates different business sizes.
Quote flow
3. Onboarding architecture
Designing for progressive disclosure
To mitigate form fatigue, we stripped away the dense, multi-page layout in favour of an intuitive, multi-step progressive disclosure interface. By breaking the quote flow into isolated, bite-sized conversational steps, the UI guides corporate decision-makers through complex selections smoothly, keeping inputs clear and contextual.
4. Design system evolution
Expanding the enterprise style guide
This project was about scaling a design system as much as it was about designing a user-flow. We extended AXA Health’s existing digital style guide to support sophisticated B2B components. Every new component, input state, and layout block was engineered to look clean and premium while remaining strictly compliant with enterprise accessibility and brand standards.
5. The impact
Standardising the commercial journey
The evolved design system and streamlined quote engine successfully modernised AXA Health's B2B digital storefront. By creating an intuitive, scalable framework, the overhaul eliminated the traditional friction of commercial insurance procurement and established a highly efficient, systemised benchmark for future platform feature rollouts.