LI GARDNERResearch • Design • AI experience
AXA Health / Digital health / Mobile services

Turning healthcare expertise into scalable digital health services.

I led the end-to-end experience design for AXA Health’s mobile products, turning clinical and customer insight into new, clinically approved digital health services, from concept to production.

AXA Health welcome screen paired with an illustrative sleep programme dashboard, beside a woman outdoors
Illustrative visual includes public available screen
~2MPotential members
5Digital health programmes
3Ecosystem partners
My role
Design Lead
Type
Consulting + Delivery
Duration
10 months (2020–2021)
Focus
Digital health · Behaviour change · Mobile product · Service architecture
Design
UI to business model · Experience architecture · Design system
Research
Member & clinical research · Co-design with clinical experts · User testing

What I did, in four moves

  1. 01 ChallengeSituation

    Grow digital health without fragmenting the experience.

    AXA Health wanted to grow its digital health offer and member engagement, but existing services were fragmented, with limited personalisation and an inconsistent experience across conditions and partners.

    One service had to work for members, clinicians, business and technology.

  2. 02 DefineTask

    Find the opportunity in the evidence.

    I explored member and clinical needs across key health areas, analysed behavioural evidence and mapped the ecosystem of partners.

    A clear opportunity for a scalable, clinically approved digital health service.

  3. 03 MakeAction

    Lead the design from concept to production.

    • Prototyping
    • Co-design with clinical experts
    • User testing
    • Experience architecture
    • A reusable design system

    Design led across every level, from UI to business model.

  4. 04 TransformResult

    Personalised, evidence-based support at scale.

    The new services launched as part of AXA Health’s mobile products, with a consistent, scalable experience across programmes and partners.

    ~2M potential members, 5 programmes, 3 ecosystem partners.

One design system behind every member journey

The scalable service and design foundation I built

Member experience
MemberSelf-service with expert guidance
  1. 01Onboarding
    & eligibility
  2. 02Assessment
    & insights
  3. 03Personalised
    plan
  4. 04Content &
    interventions
  5. 05Progress
    & feedback
  6. 06Clinical
    escalation
  7. 07Completion
    & next steps
Multiple programmes and segments
Design systemReusable componentsCommon service patternsContent and clinical logic
Expert & partner layer
CliniciansBehavioural scientistsPartnersAXA HealthTechnology
Enabling layer
Governance & clinical assuranceData & integrationCommercial modelOperations
My contribution

What I owned

  • Facilitated ecosystem stakeholder collaboration and co-design
  • Transformed data and science into concrete products and services
  • Led design across levels, from UI to business model
  • Led UX, product and service design
  • Led from research through design to delivery
  • Built a reusable design system for scaled programmes
Methods, frameworks & toolkit

How I worked

  • Rapid co-design
  • User research & journey mapping
  • Rapid prototyping & validation
  • Behaviour-change frameworks
  • Clinical workflow modelling
  • Value proposition design
  • Experience architecture
  • Story mapping for agile delivery