AXA – Mental Health & Data Sharing Campaign
Services: Customer Experience Mapping, Trust-Centred Content Evaluation, UX & Content Strategy
Elevated campaign conversion through emotionally attuned, insight-led UX that encouraged behaviour change and increased wellbeing engagement across 44,000+ participants.
Highlights
✔️ Designed campaigns grounded in behavioural insight and emotional resonance
✔️ Drove over 44,000 campaign sign-ups with an industry-leading 78% engagement rate
✔️ Mapped end-to-end service blueprints to align experience with backend fulfilment
✔️ Used re-engagement and scroll-depth data to optimise UX across cycles
✔️ Delivered calm, modular, mobile-friendly journeys that motivated action
✔️ Supported content designers with UX patterns that scaled across campaigns
Problem Statement
AXA needed to increase engagement in their digital wellbeing initiatives — but their early microsites struggled to convert attention into action. The experiences lacked both emotional connection and clear pathways to participation. With low engagement and clinical tones that failed to resonate, the campaigns risked undermining trust in AXA’s commitment to user wellbeing.
Solution
I led UX for two national wellbeing campaigns, using a research-led, emotionally intelligent approach to redesign how AXA engaged users in self-care and mindfulness. From service blueprints to interaction patterns, we crafted journeys that were intuitive, human, and data-informed. Campaign UX was iterated through real behavioural metrics — delivering impact that went beyond clicks, fostering trust and participation at scale.
Situation
AXA PPP Healthcare sought to engage its customer base through a series of wellbeing microsites focused on mindfulness, daily habits, and self-care. Their goal was to reduce stress……
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