How AXA UK uses Copywriting to impact User Experience

Wondering what User Experience (UX) copywriting at one of the world’s largest insurers is like? Then buckle up, as we sat down with Leanne Chetham, UX copywriter at AXA UK, to find out the secret to success and how, along with working with developers and scrum masters, she helps to impact digital customer solutions and apps.

Discover how she collaborates with engineers to deliver impactful copywriting crucial for the User Experience and get the scoop on the skills you need to become part of the team. Let's dig in!

Hi Leanne, tell us more about yourself, including your current role at AXA UK and what this looks like day-to-day

I'm a User Experience copywriter at AXA UK and my day-to-day is anything but typical. I'm currently part of a huge transformation program, so I'm working with a bunch of different teams to examine how we can improve the customer journey. I get to do more than just write copy, I'm talking about working with designers and developers and really getting down to the nitty-gritty of transformation. No two days are ever the same here at AXA UK!

You don’t do a typical Copywriter role – how has being exposed to many areas of the business helped you to progress in your career?

I'm always learning something new every single day. I've had to master different systems and tools to work collaboratively with different parts of the company. It's definitely been a challenge – you don't always know what you'll be doing each day, but it exposes you to so many different people around the business. We have a pretty open chain of command, so if I have an idea, I can go straight to our Director or Head of Marketing as they're always open to new ideas. Plus, I've had lots of chances to network with more senior people that I wouldn't normally get to meet or work with. It's been an awesome opportunity to climb the career ladder.

What is Moja, and how will it impact your customers and clients?

After a year of hard work, Moja is finally ready to take off! We launched it on three comparison websites and after a strong initial performance, we’re increasing our presence, which is really positive. We had to move quickly to get everything done from the ground up, so our messaging had to be tailored to fit a range of audiences.

For other AXA ventures, we’ve kept the tone but with Moja, it's a whole different ballgame. We're looking to make things simple and appeal to a younger audience. That means switching up the way we communicate because we're talking to a more experienced crowd. With AXA UK, people are familiar with the ins and outs of insurance, but with Moja, we've got to explain things like what excess is, what happens when you have an accident and all the other little details that come with insurance. It’s really rewarding.

How have you been able to shape AXA UK’s future strategy?

I was beyond lucky to be part of the incredible access strategy team in 2020, hailing from all corners of the globe. It was a privilege to work with our CEO and his team, dreaming up wild propositions and piecing together future trends. At the time, we were super excited to tackle projects around electric cars, what sort of insurance they use and more. It was a fun and invigorating experience that lasted for a couple of years, giving me a great insight into the inner workings of the business.

You never know how much of an impact your contribution makes, but when you see the results of your hard work coming to fruition, you realise that all the effort was worth it. I'm proud to have had a part in developing the strategy, and to see my ideas being taken on board and implemented.

What are your highlights from working at AXA UK so far?

When I was working in my previous job, I had a pretty different role as a Social Media Manager. I guess you could say I shifted gears a bit and moved from a job where I managed lots of people to a role where I don't manage anyone. Working at AXA UK has been a great help in this transition – my manager has been unbelievably supportive and encouraging.

Being part of this team has been a huge highlight for me - there's such a great atmosphere and you always feel encouraged to pursue your goals. Crafting the strategy was a major highlight, as well as setting up a social media team from the ground up. We became an award-winning team and our efforts in social media, and customer service were recognised! I could speak about all the other highlights, but I'll spare you the three-hour version and just say it has been a great journey.

What are your top 3 tips for working as a User Experience copywriter at AXA UK?

Embrace the concept that no idea is a bad idea. I personally take this approach so seriously, that I was recently nominated for the Bunsen Burner Award at our office awards ceremony. So, if you think you've got something that could be beneficial for the customer, don't hesitate to share it – your experience and expertise are invaluable.

My second tip would be to never become complacent and always strive to keep learning. Even after working at AXA UK for many years, I'm still looking for ways to improve my knowledge, such as brushing up on my SEO knowledge.

Finally, building relationships and connecting with others is key! No matter what role you take on, it's important to make genuine connections with those around you. Especially in a copywriting role, which can be quite solitary, it's important to strike up conversations and get to know the people around you. That way, you'll build a great network of people you can rely on for advice and brainstorming.

And that’s it!

Ready to jump in and join Leanne at AXA UK? Then create a profile on the hackajob platform, where they’re currently hiring for a variety of roles or log in to your profile here. You can also keep up to date with AXA UK on LinkedIn and AXA Jobs.

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