The AXA SME Wellbeing Report

Customer research is vital for getting to the heart of your market, but without the expertise to convert data into insights, the utility of your study can be lost. Design studio Oath got in touch recently for my assistance in turning their raw results into a punchy report for insurance company, AXA. My objective for this project was to bring out the key findings from two data sets, comparing and contrasting the surveyed groups to create an easily-digestible "state-of-the-nation" report for consumers. This process involved firstly an ideation session with the design team to learn more about AXA's desired outcomes from the study, and any initial ideas the Oath team had had with regards to presentation and layout. From this outline and the two raw data sets, I put together a first draft of the report, which acted as both a broad pass at the content and how I thought each header could be approached, and a wireframe for the design. I also incorporated AXA's internal language where required, content best practices and tone of voice. The first draft was returned to AXA for a round of feedback which was added to the live document in Google Docs, which allowed me to maintain a dialogue with Oath and the AXA teams through the process. As a result of this mode of working, the second draft of the report was more iterative, allowing me to work closely with both the design team and end client to finesse the copy and integrate additional creative flare - without generating unnecessary email traffic. The result of the collaboration between the Oath team and my copywriting services is a pithy yet emotive report which presents the key findings of the study, without losing the human element.