Mini case study · 04 · HBF Health
Helping members better understand their health insurance coverage
Financial / Insurance product
Background
Beyond the initial scope
As the HBF Transformation programme was approaching completion, we wanted to explore new features that could be introduced beyond the initial scope. The Service Design team had conducted some early research to identify potential opportunities.
I joined the project after the research phase, taking the insights and opportunities identified through the research into the design phase.
The problem
The fear of the unknown
Members continuously struggle with the fear of the unknown, lack of coverage clarity and a void of guidance from their health insurance company.
From this problem statement, our team generated 6 ‘idea areas’ which could help members navigate the complex landscape of health insurance. We were then to design these into 6 features which would be prioritised and put in our backlog.
‘The Health Timeline’ was one of the features that I worked on alongside the Senior UX/UI Designer.
What would success look like?
The goal was to understand if a timeline of specific health events would help our members better understand the complexity of health insurance — what they are and aren't covered for — and reduce their out-of-pocket shock.
Exploratory design
In our first round of concept testing, we showed participants a range of timeline designs, from simple to more complex, based on examples from existing websites.
We observed how they navigated the timelines, interpreted the information, and understood the content presented.
Early exploratory concept — a ‘Knee Surgery’ health timeline
Testing
Low-fidelity & high-fidelity testing
We ran several rounds of wireframe and high-fidelity prototype testing via Askable to see how users interacted with the timeline and its content.
At first, we focused on the topic of knee surgery, but our content felt too limited. Since we had much more material around pregnancy and birth, we decided to shift our attention to that instead.
We predominantly screened for users who were pregnant, or thinking of trying for a baby.
High-fidelity prototype testing — ‘Planning for your birth’
The concept
Turning cover into a clear, event-based story
Surfacing what members are covered for — and typical costs — across each health event
Prioritisation
Workshops
We finalised designs and testing, and brought all 6 features into a workshop with stakeholders, including the Health Timeline.
The purpose of these workshops was to pinpoint which features we could prioritise. It was decided that The Health Timeline was the most feasible as the first feature post-transformation.
Stakeholder prioritisation workshops