AXA Intanet UX UI


AXA acquired Genworth Insurance and there was a need to expand, the current intranet and communication.The intranet is the company's main internal communications portal, this portal allow communications to be channelled from all regions within the company.

I was involved in the revamping of the Intranet, communication portal, to attain AXA/departmental goals, and to improve the User experience. In this case Users are company employees and employers.


There was a lot of unstructured of communication procedures. Some of the areas that needed to be addressed on the portal included:
  • Improve communications distribution to all AXA employees across different regions
  • Ensure all communication products adhere to the AXA brand
  • Ensure easy usability of communication products
  • Expand the intranet and communication channels
  • Create a responsive platform that adapts to any device.
  • Migrate the intranet to from Wordpress to Liferay content maagment systems.
Figure 1. Completed Intranet, Mobile App, Email template redesign.

At the beginning of 2016, I helped AXA insurance to redesign their intranet. Acting as their UX UI Designer.

What I Did

My process included the following steps.

  • Setting goals and objectives
  • Stakeholder interviews
  • Establishing key audiences
  • Building personas
  • Creating scenarios
  • Creating user journeys and stories
  • Creating site maps
  • Content audit and inventory
  • Creating experience maps
  • Conducting UX research
  • Conducting competitive research
  • Low fidelity prototypes
  • High fidelity prototypes
  • Creating wireframes
  • High fidelity design
  • Usability testing

Research & Analysis

Research focused to understand, business and departmental goals, user needs and user behaviors, needs, and interviews, motivations through observation techniques, task analysis, and other feedback methodologies. For me user research is “the process of understanding the impact of design on to the experience”.

  • To understand the users, I conducted a research across 50 employees across the region (using questionnaire and interview (for in-depth analysis)).
  • User centric design approach to ensure all users needs and business goals are adhered to.
  • Devise a research plan – hypotheses and data collection methods Questionnaire and interview data with employees across different departments
  • I applied this process to develop digital designs for the company’s UX and to improve Intranet UI, official communications, mobile applications, as well as their web and email, ensuring a consistent look across their brand, improving usability across all products.
Image 1. Conducting Interviews and Overseeing Questionnaire. (No one to help with taking a photo but thanks to selfie technology)
Figure 2. Findings on Internal Statistics.
User scenarios

The easiest way to understand behavior is through scenarios, identifying a users goals and needs and his following action steps will lead you to truly understanding why and how a user is using your product. That represent the building-block for the project development.

Figure 3. Plotting scenarios from goals.
Spontaneous Planned A Planned B Planned C

Randomly browsing through the old intranet searching for information.

Navigating throughout the intranet to find loopholes in the pages, broken links.

Testing pages with other devises to adhere to the platforms dimensions.

Employees of the enterprise require personalized access to internal web sites, communications services, calendar services, and other resources.

Employees would like to receive updated communication from the company on a frequent basis.

A similar scenario and the emergence of desire.

Secure logging to their private area.

Improve information accessibility.

Desire to create groups to attract people of similar likings to share information.

Employees would like to write stories and communicate about helpful things outside work

Table 1. user scenarios.

After guring out who the projects audience is I normally build the personas, This is similar to shaping a piece of clay. By doing this I’m creating a clear image of who the user in our audience is. The personas looked something like this:

Person 1 Person 2 Person 3
Name Florence Jammie Earmon
Title Finance Analyst Claims Manager Communication's Director
Age group 25-34 yrs 35-44 yrs 35-44 yrs
Motivation and benefits of New intranet

Fast and modern way to access internal communications.

Ease of use to access information.

Save time, receive notifications of latest news through email.

Need and context of use

Ability to view content from any device of choice.

A quick way to select a suitable web, navigate to the categories and access necessary information.

Easy information search, sometimes information is piled up within other many information and getting to the exact content you are looking for is impossible.

Way to product

Necessity for the role.

Recommended by colleague.

Necessity for the role.

Prefered Device

Tablet, Desktop.

Mobile, Tablet.

Tablet, Desktop.

Digital literacy




Table 2. user personas.

After guring out who the projects audience is I normally build the personas, This is similar to shaping a piece of clay. By doing this I’m creating a clear image of who the user in our audience is.

Wireframing & Prototyping

With the proper planning, I was able to confidently move into creating wireframes for the app. I took the decision to focus more on the functionality and structure of the app, opting for low-fidelity wireframes with very little detail. Ultimately, I could add design elements in later, what was important for the users, was that the product was clear and simple.

Figure 4. low-fi wireframes.
Usability testing

In order to make good decision about both design and implementation you need data about how people use designs, and the only way of gathering this data is through usability testing

  1. Privacy (secure login);
  2. Discovering News;
  3. Improve communication;
  4. Creating stories;
  5. Improve the brand;
  6. Improve responsiveness;
  7. Improve user experience.
Figure 5. User testing results (before & after redesign).


Visual design maximizes the aesthetic, information-conveying capabilities of graphics and text. It’s actually a subdiscipline within the UX process, contributing to UI Design, information design, and graphic design.

Metrics are the signals that show whether your UX strategy is working. Using metrics is key to tracking changes over time, benchmarking against iterations of your own site or application or those of competitors, and setting targets.

Figure 6. Final mobile application design.
Figure 7. Final web application design.
Figure 8. Email Template Design.


Out comes
  • An Intranet portal (running on liferay CMS) hosting 10,000 AXA users across 17 countries in Europe and capable of hosting 250,000.00 users.
  • A secure space for users to write stories and blogs.
  • An outlook compatible communication system for 5 departments, that was distributed in accordance to their goals and user needs. Emailing campaign (28 in total) email templates that were managed in mailchimp platform.
  • A direct result to saving valuable time for the departments and the company as whole.
  • A consistent look and feel across all communication products. Emails, Website, Apps. Etc.
  • A survey conducted after the developed showed over 80% users found the user experience, designs & communications improved since 2014, proving the overall User Experience had improved.