Emma by AXA App: Transforming Contact Information Change for Revenue Growth

Journey Design: Updating Contact Information

Journey Design, UXUI

31% of AXA hotline inquiries

related to contact information changes in 2019

If users can't change their contact info with customer service, they have to fill out a paper form. It wastes double the cost.

So why not let them to update contact details online by themselves?

Product Design Lead

User journey design
Define component use cases
Define development road map
Define user research requirement

UI designer

Component Designer
UI journey design

My Role in AXA

Big Challenge

Inconsistent data storage!

As a result of basic study on our current limitation of our database, I have found following the following issue.

An effective solution with stable performance

Devise a user-friendly solution that not only met users' needs but also prevented data overloading and potential performance issues.

Scalable and maintainable

Create a scalable, straightforward solution to maintain, further mitigating the risk of data-related performance challenges.

Eliminate extra resource

The solution aimed to reduce the internal human workforce and paper usage.

Efficient Data Analysis for ROI Calculation and Strategic Planning

Provide concise tagging guidelines for data analysts performing data analysis tasks.
Capable of calculating Return on Investment (ROI), thereby facilitating strategic planning.

My Goal

Project limitation

Because the data on the overview page is caching records, we need to create some additional steps to load policy details and confirm which policy information would be updated.

I hope the data loading issue can be solved soon so that future UX designers can streamline the journey of updating information.

The online contact information change process accounted for approximately 60% of all contact information changes within the first three months. This significant improvement demonstrates the impact of the solution on user behavior and revenue generation.

Results

Overview page

To help users easily identify policies with outdated contact information, we provide a policy overview for reviewing contact details. We have implemented caching of policy numbers on the homepage, making it quicker to load policy details when users access the page.

Filter out the complicated cases

For users residing outside the US or those who need to change their contact information to another country, an additional form with extra information is required. As a result, we redirect these users to the offline service.

Feature of applying the change to multiple policies

To help users with insurance for family members living separately, a new feature lets them update contact info for many policies at once.

Simple Fast Address Form Filling

Users can save time and prevent mistakes by choosing their location or searching for their building name. But they still have to type in their flat and floor details. The system will then turn it into a four-line address. The data team could also use the same mapping equation to do analysis.

Keep simple solution for China, Macau and Taiwan address change

Due to different address formats in China, Macau, and Taiwan compared to Hong Kong, and considering the majority of our clients are from Hong Kong, we have chosen not to extend the map search solution to other countries. Currently, there are no map search engines available that support all four regions. Therefore, we have kept a simple four-line form for addresses in China, Macau, and Taiwan to minimize development costs.