04 · Case study · 2024–2025
MyAXA: Mobile App
Driving digital self-service adoption across Belgium's leading insurance app
- Role
- Senior UI Designer
- Timeline
- 2024–2025
- Industry
- Insurance · Mobile · Consumer
Senior UI design contributions to the MyAXA mobile application, Belgium's primary digital insurance self-service platform serving millions of policyholders. The work focused on reducing friction in key self-service flows, extending the design system, and improving measurable adoption metrics. NDA: visual assets not shown.
The MyAXA app served millions of Belgian policyholders but suffered from low digital self-service adoption. Key flows: claims, policy management, agent contact, were buried, unclear, or anxiety-inducing on small screens. Users were contacting the call center for tasks that should have been self-served, driving unnecessary cost and eroding satisfaction scores.
Heuristic evaluation of the existing app against Nielsen's usability principles. Deep analytics dive with ContentSquare to identify friction points, drop-off patterns, and behavioral anomalies in real-world usage. Design sprint workshops co-facilitated with product owners and business stakeholders to align on priority flows before any design was committed. End-to-end redesign of targeted journeys, from wireframes to high-fidelity production-ready mockups. Extension of the MyAXA Figma component library with new mobile patterns, accessibility annotations targeting WCAG/RGAA AA compliance, and full developer handoff documentation.
Digital self-service adoption increased by 28% for targeted flows. NPS for the MyAXA app improved by 12 points in the subsequent customer satisfaction wave. The extended component library reduced design review cycles and accelerated subsequent feature delivery.
