New Corporate Segment

AXA Belgium's group insurance team needed to launch a specialized division targeting large enterprise clients, a valuable but underserved segment with sophisticated requirements. The core obstacle wasn't design: management teams resisted digital modernization, creating persistent barriers to stakeholder participation and making it hard to demonstrate value before a single wireframe existed.

A structured seven-step framework spanning the full initiative: market investigation, leadership alignment, segment specification, customized offerings design, pilot testing, deployment and team preparation, and continuous performance monitoring. Four distinct design phases: onboarding stakeholders through workshops and live demos to build alignment from initial skepticism; wireframing to visualize user flows and optimize layouts; multiple validation rounds combining usability evaluations, stakeholder consultations, and prototype assessments; and a comprehensive IT handover with specifications, interaction documentation, and production-ready prototypes.

Enterprise division launched with measurable early traction: lead generation through digital channels, stronger competitive positioning for large account acquisition, and a scalable foundational framework for continued segment expansion. The stakeholder alignment work proved as strategically valuable as the design itself. Building consensus across a full initiative required continuous dialogue, not a one-time kickoff.