AXA UK × Lloyds Banking Group
Design that won Lloyds — and went further
The journeys I designed for AXA's challenger brand, Moja, became the foundation for the Lloyds Banking Group pitch — and helped win the partnership. I was promoted from Senior UI Designer to Design Lead while delivering two brands, Lloyds and Bank of Scotland, and two products, car and van insurance, along with every digital journey that comes with them.
- Role
- Senior UI Designer → Design Lead
- Year
- 2023 — 2025
- Focus
- LeadershipProcessStakeholdersGrowth
Overview
I was promoted from Senior UI Designer to Design Lead during this work, and trusted with delivering the brand and the design workflows behind it — making sure everything we shipped held to a consistently high standard across two brands and two products.
The story starts earlier. The customer journeys I had designed for Moja, AXA's challenger brand, were reused as the foundation of the Lloyds Banking Group pitch — real, proven work that showed AXA's customer experience could land with a high-street bank. Design built for one brand proved its value far beyond its first purpose, and it helped carry the pitch over the line.
A big part of the delivery was the renewals journey. As part of the agreement with Lloyds Banking Group, their existing customers needed to move over at renewal, so I redesigned and revamped that journey end to end — and the standard of that work helped secure the partnership itself.
The reach of this work didn't stop at the partnership. The journeys behind it are now being rolled out across other main AXA brands — AXA and Swiftcover — so what was designed for one partnership is now shaping the experience for customers right across the business.
The challenge
When a brand switches provider, the customers it already has are the ones most at risk of leaving. Renewal is the moment they decide whether to stay. So the redesigned renewals journey had to be optimised and seamless — clear and reassuring enough that a long-standing customer never stopped to wonder whether the service they relied on had changed. That was the real measure of the work, and a large part of why the partnership was won.
Selected work
The approach
Design that travels
The journeys I had designed for Moja weren't throwaway pitch material — they were reused as the foundation for the Lloyds Banking Group pitch, showing what AXA's customer experience could do for a whole new audience.
A workflow that holds the standard
I shaped how the team delivered — clearer specs, shared components and a repeatable way of working — so every screen, whatever the journey, came out at the same high standard. Every critical design milestone landed on schedule.
The renewals journey, rebuilt
I redesigned and revamped the renewals journey as part of the agreement in delivery, turning something customers usually dread into a journey that feels clear and reassuring.
Built for the migration
The revamp was judged on one thing above all: Lloyds customers moving over at renewal without friction. Designing for that seamlessness shaped every decision.
The outcome
2 brands
Lloyds and Bank of Scotland
2 products
Car and van insurance, with every journey
Design Lead
Promoted from Senior
- The Moja journeys I designed were reused as the foundation for the Lloyds Banking Group pitch — reusable design that turned into a major new commercial partnership.
- AXA secured the partnership, giving it access to Lloyds Banking Group's roughly 27–28 million customers.
- We delivered two brands — Lloyds and Bank of Scotland — and two products, car and van insurance, along with every digital journey that comes with them.
- Existing customers moved over at renewal without disruption.
- 100% of critical design milestones were delivered on schedule, with design quality and momentum held throughout.
- The work earned a promotion from Senior UI Designer to Design Lead.
- The journeys are now being rolled out across other main AXA brands — AXA and Swiftcover — taking the same patterns well beyond the partnership they were built for.
How it unfolded
Designed at Moja
Journeys built for AXA's challenger brand
Reused to pitch
The same journeys became the pitch foundation
Partnership won
Lloyds Banking Group, new reach 27–28m customers
Delivered at scale
Two brands, two products, renewals rebuilt
Rolling out further
Across AXA and Swiftcover