Innovation strategy at AXA
My team and I, we accompanied AXA's Brand and Digital teams in the creation of the first design system for a global insurance company.
The challenge
AXA's brand team sought to achieve consistent digital experiences across all global entities, despite a decentralized brand governance. Faced with this challenge, we asked ourselves: "How can we empower AXA entities to create beautiful, brand-compliant digital products efficiently and cost-effectively?"
We began by engaging with all stakeholders to understand their concerns, objectives, and unique constraints related to digital maturity, regional culture, legislation, and budget. Through collaborative workshops and user research, we established a shared vision and actionable plan.
By adopting an iterative design approach, we developed the AXA Design System, a comprehensive platform that provides guidelines, components, and resources to ensure consistent and high-quality digital experiences across the entire organization.
My role
As a Product Strategist and Product Manager for the AXA Design System, I played a pivotal role in its development and launch.
As a Product Strategist, I conducted in-depth research to identify business needs and user pain points, translated these insights into a clear product vision and strategy, developed a comprehensive product roadmap with specific OKRs focused on impact and efficiency, and managed relationships with key stakeholders.
As a Product Manager, I led the multidisciplinary team in the development and launch of the MVP, iteratively refined the product based on user feedback, and spearheaded user onboarding efforts and promoted the adoption of the Design System within the AXA community.
Some numbers
60+ in-depth interviews with various user types
40+ coded design elements
1 week to create a AXA website using the AXA design system elements
30+ AXA entities as users of the AXA Design System
1000+ members of the AXA Design System Community
1 showreel for the AXA Brand Summit in 2019