AXA: Decision Tree Form Redesign

Contentsquare analysis showed that an important form had a very low engagement rate. The existing flow asked users to click a CTA, leave the page context and start a separate form, which created friction at exactly the moment where the user needed reassurance.

The solution used a nudging technique close to the foot-in-the-door principle. Instead of making the form feel like a commitment, the page immediately asked a simple question. That first low-effort answer started a yes-chain and created a sense of progress, making users more likely to continue rather than abandon the journey. The new flow was fully prototyped in Figma for mobile and desktop, with micro-animations to make each step feel lightweight and progressive.

The redesign dramatically increased engagement on the page and became a candidate pattern to roll out across other product pages where form KPIs needed improvement.