Health.com.au was a new health insurance company in almost three decades, entering the market to compete with established players like BUPA and NIB. Their unique selling point lies in delivering exceptional online service, offering a simple and transparent set of insurance products, and providing outstanding value.

Empathising with Users
To meet these goals, we began with user research to understand the needs, preferences, and challenges faced by health insurance customers. Using personas to represent key user groups, we ensured the site would cater to diverse demographics. User journey mapping allowed us to visualise customer interactions step by step, and contextual inquiry provided insights into how people interacted with existing insurance platforms.

Defining the Problem
The primary challenge was to design a site that adhered to stringent health insurance regulations while delivering an intuitive and engaging user experience. A clear problem statement was crafted, focusing on simplifying regulatory information for users. How Might We Questions (HMWs) guided exploration into presenting complex data effectively, while specific goals and objectives were established to optimise UX and UI.

Ideation
Through brainstorming sessions, we generated innovative solutions for presenting mandatory information in a clear and accessible format. Identifying opportunity areas, such as integrating geo-location features, enriched the user experience. Affinity mapping grouped ideas cohesively, and concept sketches brought these concepts to life for validation.

Prototyping
We developed wireframes to structure the site’s content and navigation. Mockups incorporated Health.com.au’s brand identity with clean and modern visuals. Interactive clickable prototypes enabled testing of user flows, transitioning from low-fidelity drafts to high-fidelity prototypes that mirrored the final design.

Testing
Comprehensive usability testing ensured users could navigate regulatory information effortlessly. A/B testing evaluated design variations, and iterative feedback loops allowed for ongoing refinements. A final heuristic evaluation confirmed compliance with usability principles and legal requirements.

Implementation
The final site utilised geo-location technology to personalise the experience by displaying local imagery based on the visitor’s state. Extensive cross-browser testing ensured compatibility across diverse platforms, catering to a broad Australian audience. A meticulous design handoff provided developers with detailed specifications, supported by a comprehensive style guide/design system to maintain consistency. The result was a responsive design that upheld regulatory standards while delivering an exceptional user experience.

Health.com.au’s website now stands as a benchmark for blending compliance with creativity, offering a seamless and user-focused digital presence that redefines health insurance in Australia.