1. Current State Validation

I conducted usability testing with 7 real members to understand how members navigated between tools, what triggered app usage and where confusion or friction occurred.

The key insights uncovered were that simplicity was valued, and members were willing to use a tool that helped with preventive health but there was no behavioural incentive to engage proactively. Also that members only viewed health insurance as something they would go to in times of need and not just throughout their lfietime. The users were not aware of the other tools but liked some features when found out about it which validated the need for a structural consolidation rather than incremental UI improvements.

2. Design Sprints

We then moved onto agile design sprints. There were three fortnightly sprints, which each one focusing on seven priority features aligned to:

• Preventive health engagement

• AI enabled support

• Behavioural nudges

• Seamless self service

Sprint week 1: Design and alignment.
We facilitated feature prioritisation workshops with the client, designed low fidelity wireframes in Figma, collaborated alongside engineers, tech directors and a behavioural scientist to ensure design feasibility due to time constraints. I also presented the wireframes to the team leadership for stakeholder feedback and refinement.

Sprint week 2: Concept testing and iteration
I conducted concept testing with 7 members per sprint, testing with members across competing private health insurers. I was in charge of recruitment for testing, running the usability sessions and. I synthesised insights and refined feature directions and presented validated refinements back to the client. Each sprint ended with validated feature direction before progressing.

Rather than adding isolated functionality, we focused on structural behavioural shifts. Examples of key feature highlights are:

1. AI health assistant for a layer of personalisation, suggest preventive actions, answer contextual health queries. The assistant reframed the insurer from static information provider to being an active health companion.

2. Personalised dashboard and wellness section for a clear health overview, supporting a healthy lifestyle with educational features and event suggestinos. Instead of showing static coverage information, memebrs received dynamic guidance encouraging healthier behaviours and benefit utilisation

3. Guided claims and benefits to reduce cognitive load, reduced the steps to make claims and integrated AI technology to scan and fill in all information

3. High-Fidelity Prototyping

We then moved on to validating low fidelity concepts. An external UI design lead established a new design system and myself and another product deisgner translated the wireframes into hifi prototypes. We refined flows for consistency, clarity and scalability.