07 · Case study · 2024
AXA: Awareness Examples Component
Helping prospects understand why a product matters before asking them to buy
- Role
- Senior UX/UI Designer
- Timeline
- 2024
- Industry
- Insurance · Financial Services · Content Design
A pedagogic sales-page component created for AXA product pages where user awareness was low and the page needed to explain the problems addressed before pushing conversion.
Some insurance products require users to first recognize the problem before they can understand the value of the solution. Moving too quickly into selling risks losing prospects who do not yet know what risk, scenario or need the product addresses.
The component was designed to enrich sales pages with concrete examples and a more pedagogic narrative: why the product exists, what problem it solves, and what situations users may face. The interaction was prototyped as a fully animated and navigable ProtoPie experience before being connected to a live AXA product page.
The component gave AXA a reusable way to raise awareness before conversion, helping users understand the need behind the offer instead of only comparing product features.
