Unifying a Private Health Insurance App

Role
UX Designer

Client
Private Health Insurer

Duration
2024-2025 — 6 months+

Brief

I am currently working on a project for a Private Health Insurer (PHI) based in Australia. Due to the ongoing nature of the project and an NDA agreement, the client’s name cannot be disclosed. The goal is to consolidate their existing apps into a single, seamless digital experience that aligns with their vision of making their members the healthiest in Australia. This transformation involves integrating new technologies, AI driven solutions, and behavioural science insights to shift the perception of private health insurance from just "sick care" to preventive health and wellbeing.

This is a high velocity project, with multiple sprint cycles focusing on designing, testing, and iterating quickly to ensure we create a future proof, intuitive, and engaging platform. The client has previously worked with two other companies on similar projects but was not satisfied with their work and never implemented the solutions. However, they are so pleased with our work that they are eager to move into the build phase to ensure the new experience is fully rolled out by next year.

The Problem

Currently, members rarely engage with the insurer's digital experience unless they are sick and need to claim benefits. The existing app is under-utilised, despite users appreciating its simplicity. The lack of proactive health engagement means members do not see their health insurer as a key player in their overall wellbeing. Additionally, multiple digital platforms exist but do not fully support a holistic, AI driven, or preventive approach to health.

The Solution

To shift member perception and improve engagement, we are consolidating the existing apps into one unified digital platform that focuses on preventive health, wellbeing, and ease of access. Each sprint cycle is dedicated to designing seven new features that integrate AI driven insights, behavioural nudges, and seamless self service functionalities. We are designing for the future — leveraging AI, simplifying access to health benefits, and driving proactive health engagement, ensuring that members feel empowered, supported, and engaged with their health, not just when they are unwell.

This is more than just a redesign, it’s a complete reimagination of how AI and digital innovation can proactively support Private Health Insurance members.

The Process

The project is structured around 3 design sprints, with rapid iteration and continuous testing to refine the experience. I am one of 2 UX designers in this project.

I managed the entire recruitment process for all testing pieces, acting as the direct client contact for the recruitment agency, which involved sending recruitment screeners, approving quotes, scheduling sessions and facilitating tests.

Usability Testing of the Current State App
Conducted usability testing with 7 real members on the current state app to understand engagement patterns, identified that members valued simplicity but did not actively use the app and validated that the app's engagement is primarily reactive (sick care) rather than proactive (preventive health).
Design Sprints (x3)
Each sprint phase focused on designing, testing and iterating on 7 new features.

Sprint Week 1 — Design
- Engaged in workshops with the client to prioritise 7 features for each sprint
- Created wireframes in Figma, collaborating with engineers, tech directors and internal partners
- Partnered with a PHD behavioural economist SME to validate feature content and its pyschological impact
- Presented internally to partners and stakeholders for feedback before refining designs
  
  Sprint Week 2 — Concept Testing, Synthesising and Iterating
- Conducted concept testing with 7 members of varying PHI apps to validate new designs and gather perspectives from competing apps
- Synthesised insights to refine features and presented findings and refinements back to the client and key stakeholders
Usability Testing of the New Features and UI Design (Current Phase)
Currently in the usability testing phase, testing with 18 real members of varying PHI apps ensuring the designs are intuitive and impactful whilst a UI designer is actively translating our wireframes into hi fidelity visuals.
Full Hi Fidelity Prototype (Future)
In this phase we will be helping the UI designer with final touch ups and will conduct a final concept test with 21 real members of varying PHI apps.

The Impact

Shifting member engagement: Moving from a reactive, claims-focused model to a proactive, wellbeing-driven experience.
One seamless app: Consolidating multiple platforms into a single, intuitive digital experience.
Behavioural science backed features: Designing features that promote healthy habits and improve engagement.
AI powered assistance: Integrating AI-driven insights to make health management tailored and smarter.
Real time user validation: Testing and iterating on designs every sprint to ensure relevance and usability.
Recognised success and client happiness: The client is thrilled with our work, eager to move into the build phase, and fully committed to rolling out the new experience by next year.