AXA Belgium

AXA Belgium brings together 3,200 brokers, 450 bank agents and 3,500 employees to serve 2.9 million customers with insurance products adapted to real-life needs. To reach an ambitious marketing and customer strategy, AXA partnered with us to define its digital strategy — within its broker-led distribution model — and to design the experience and interfaces of both its B2C and B2B websites.

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The engagement, at a glance:

• Strategy — a digital strategy that fits the distribution model and the collaboration with brokers
• B2C — architecture, wireframes and experience for the consumer website
• B2B — architecture, wireframes and experience for the broker website

The challenge: a digital strategy that works with brokers, not around them

AXA's strength is a large, broker-led distribution network. The digital ambition couldn't cut across that — it had to reinforce it. The task was to define a digital strategy within the distribution strategy and the strong collaboration with brokers, then translate it into concrete B2C and B2B web experiences that served consumers and brokers alike.

What we did: from performance analysis to B2C and B2B wireframes

We moved from evidence to strategy to concrete interfaces:

• Performance analysis — the existing websites, digital marketing results and conversion rates
• Business plan analysis & roadmaps — across digital and distribution, with targeted roadmaps
• Digital touchpoint value proposal — and the key activities behind it
• B2C website — architecture and wireframes
• B2B website — architecture and wireframes

Why it worked: strategy and interface, in one thread

Rather than a strategy on one side and a website project on the other, we connected the two — grounding the digital strategy in the distribution reality, then carrying it all the way into the architecture and wireframes of both audiences' sites. The whole engagement ran in three months.