UX Design Lead
On the back Greenslips.com.au's success, founder, Stephen Treacey wanted to leverage his existing audience to market a platform that delivered on the same brand promise; to provide a health insurance look-up tool that could be trusted to provide customers with accurate results. Healthslips.com.au was born out of the belief that people experienced anxiety and lacked trust in the existing tools due to results not having full
coverage of the products on the market, or taking into account all of the factors to determine the price accuracy.
The point of difference for Healthslips.com.au is that it set out to allow users to access the full range of products, and calculate Government Rebate, Age-Based Discount and Lifetime Health Cover Loading where other online tools didn't.
Healthslips.com.au had been in development for four years with various UX and design specialists but was impacted by a series of false starts which hindered its delivery. The founder approached Pollen Digital, the agency I was working with, to help get it over the line.
We were hired to uplift the UI designs for their health insurance look-up calculator and existing customer-facing website UI which the client-side developer would implement.
Aligned the Healthslips project team on the optimisation opportunities throughout the project.
Delivered a significantly more efficient experience for users in the calculator; reducing the number of calculator flows from 3 to 1.
Delivered a structured website information architecture that could scale as education content needs grew.
Validated hypotheses through usability testing.
Recommended strategic Phase 2 and Phase 3 initiatives.
The project was initiated with a context workshop with the Healthslips team where I learnt that a usability test had not yet been conducted on the look-up tool or calculators. This red flag was raised with the client.
I was responsible for conducting the initiation activities in a discovery and immersion sprint which included the following;
I reviewed all existing design and staging assets provided by the project team and mapped the insurer look-up and calculator flows and logic in Miro to understand input requirements.
Findings included:
A PCI analysis was conducted to familiarise myself with the domain and identify trends and best practices to inform ongoing UX and design in the project delivery.
Through the lens of peers, we look to see what is happening in our domain around the globe.
With the competitor review, we identify potential threats and opportunities to strengthen our offering to our users.
In looking at inspiration in related industries we look for best practices that are shaping expectations now and in the future.
Several key findings included:
Mapping flow logic in Miro
I reviewed the content plan and IA for the website with the Healthslips copywriter to understand their SEO strategy. Through this collaboration, I recommended changes to their structure to capitalise on the traction they would receive from their educational content.
Utilising the Nielsen Norman Group’s set of heuristics, I facilitated a review of the calculator by the product team to complete a health assessment of the project to date, the findings of which highlighted several gaps in best practice UX.
With insights gleaned from the usability test, coupled with our internal review, the following hypotheses were formulated as anchor points for our continued solution definition and validation.
The resulting output of the discovery and immersion sprint was a list of areas that needed attention. I worked with the Healthslips team to understand and prioritise these so that we could focus on those areas that delivered the most impact.
This was then fed into our updated project roadmap and provided more granular detail to allow us to monitor and track the project’s progress.
From here on, I focussed on wireframing the pages and components needed for a second round of user testing to validate our hypotheses. Working with the project team I created low-fidelity wireframes with Axure to stimulate discussion and to continue refining the solution as rules and requirements were tested and better understood.
Wireframes of health insurer look-up flow where user identifies appropriate cover needs.
During this phase of work, I identified an opportunity to streamline and consolidate the Government Rebate, Age-Based Discount and Lifetime Health Cover Loading calculators into one single calculator that, through the data captured from the user, would determine which, if not all, of the calculations, would apply to a user based on their situation.
As this recommendation would come with a cost I presented the benefits of the approach to the Healthslips team and included the additional resource effort to enable them to make a decision most appropriate for their business. As we would test a concept before committing to hi-fidelity UI, I was given the green light to proceed.
I worked with the developer to further deconstruct the logic to consolidate the calculator into one seamless flow, ensuring that users would only have to input information as it related to their particular situation.
On completion of the UX, I conducted a second round of user testing where I validated the three key hypotheses established after the initiation phase. It allowed us to validate the effectiveness of the optimised flow with participants conducting the tasks more confidently and better informed. Moreover, I was able to surface a number of strategic Phase 2 and Phase 3 initiatives.
Wireframes of calculator screens captured from interactive prototype being prepared for usability testing.
I continued to work in tandem with Pollen’s product design team to support the development of a design system for the project. This was delivered with the full suite of page template references in the handover to the client-side developer.
The delivery website and application have since been executed.
We exceeded Healthslips.com.au’s brief by delivering a superior experience and UI for their users, meeting the obligations of our engagement.
Project workspace on Miro
