Health Insurance app
The problem statement
In 2022, senior leadership recognized that in two years (2024), 26% of clients would be up for contract renewal, which if lost would have a significant financial impact on the company if not secured. Many of our major clients expressed concern regarding the digital experience for their employees, who cited that navigation was the main hurdle with the native application.
The Approach
Led two UI designers for 3-months leading up to a major sales demo to create a north star vision for the product and scale back according to what’s feasible in our two year time frame by:
Define our key personas, journeys, and storyline that brings the feature and functions needed to life.
Focus on providing digital support for the moments that matter for our member, while harnessing the full capabilities of the enterprise.
Create a robust prototype that can be leveraged during the sales demo.
THE PROCESS
We distilled years of member verbatims, marketing segmentation data, previous persona and archetypes work, generative research, as well as third-party consumer research into a set of personas, user stories, and journey maps.
These exercises highlighted the need to redesign the application’s home screen in order to truly meet the goal of better navigation for our members.
We crafted short-, mid-, and long-term capabilities based on feasibility and user need to outline a clear roadmap for success.
The personas & JOURNEY
THE CONCEPTS
THE DEVELOPMENT PROCESS
The outcome
These concepts were passed to the assigned journey design and engineering teams to further test, refine, and build. This resulted in security of major clients, while also satisfying many member needs. Within a year of the first major release, our application:
Became the #2 app within the Medical section of the Apple store.
Became the #1 share of all UHC digital traffic, growing from 39% to 56%.
Saw an NPS increase of 19 points (from 9 to 28).
Additionally, Rose and her family’s personas are used company-wide.
