Case study · HealthTech
Award-winning health insurance app
Redesigned claim workflows for Doctors’ Health Fund that significantly reduced user complaints and call-centre demand while driving higher member satisfaction and increasingly positive sentiment.
Challenge
Doctors’ Health Fund set out to lift their members’ digital experience with a new website and online member services portal. The existing platform was traditional and complex, a long way from the exceptional member experience they wanted to deliver.
- Transactional, not personal: the experience felt cold and administrative, eroding trust with members.
- Complex claim workflows: members struggled to complete everyday tasks, driving complaints and call-centre volume.
Approach
Designed with members at its core, the new portal redefines the typical cold, transactional insurance experience: a platform that inspires and empowers members to take control of their health.
- Collaborative research: engaged stakeholders and users through workshops, interviews, and surveys to inform every decision.
- Iterative design: refined solutions through scaled prototypes and multiple design iterations.
- User-centred insights: developed personas and experience maps, and prioritised accessibility to WCAG AA standards.
- Industry leadership: created a customer-first portal that sets a new standard for health insurance design.
Outcomes
The fund shifted from a transactional approach to a trust-building, member-first relationship, and it paid dividends across member surveys, app reviews, stakeholder feedback, and app data.
- Fewer complaints and less call-centre demand.
- Higher member satisfaction and more positive user sentiment.
- Better retention and greater new-member adoption.
- Less admin for internal teams, more control for members.
- Faster task completion across key member journeys.
Award-winning design
🏆 Good Design Awards
“Designed to care for those who care for us, this health portal offers doctors seamless navigation and will ultimately empower them to enhance their work. The Jury loved every bit of this project.”
Good Design Awards Jury
