Insurance and asset management firm AXA has redesigned its customer journey flow to take into account the growing number of consumers who are choosing to research financial products on mobile.

The redesign uses an an agile approach to simplify and optimise the process of purchasing motor insurance online, from research to quote to final purchase, and offers a significant improvement in user experience and usability across all devices.

The move was prompted by AXAs observations that consumers were increasingly using mobile devices to research their insurance options while on-the-go, with around 40 per cent of traffic to AXAs website coming from mobile, a figure which is only expected to rise

Following this initial research phase, however, most customers still prefer to purchase via desktop, making a cross-platform solution an essential part of providing consumers with a seamless, optimised journey.

“The motivating factor behind the recent changes to AXAs digital customer journey stems from our ongoing commitment to user-centricity, making the process of buying insurance simple and clearer,” said Alison Meckiffe, multi-channel customer director at AXA Direct & Partnerships. “This is part of our focus on responding to customers changing online behaviour; whilst our research indicates that the majority of consumers currently purchase their insurance on desktop computers, it is crucial that our customer journey is ready for the almost inevitable shift to increasing handheld device transactions.

“Were exceptionally please with the results thus far, having received around 97 per cent positive reviews from customers using mobile devices alone, and we regard this is the highly promising start of our journey.”