Path of Purchase

We built a health support program with life insurance as part of it to long-term support and help users.
TIMELINE
Jun 2019 - Apr 2010
PLATFORM
iOS & Android App
MY ROLE
Product Designer
Business Context
HeadUp harnesses the power of wearable technology, data science, and artificial intelligence to help users optimise their health. Investors want to provide personalised life insurance for users to help them in the long term.
Challenge
How to make users truly trust and be willing to share more information to the application.

- The application requires users to provide additional data that the wearable device cannot provide in order to generate a personalised life insurance plan that meets users' requirements.
My Role
I'm the product designer for this project. I collaborated with Lead designer, another product designer and product managers throughout this project.
Outcomes
4.5 from 4.2
Stars on Apple Store
60,000 from 100,000
Users of Mobile App
5
New Organisational Clients
Deliverables
Components: 300+
Key Screens: 160+
Research
Our Users
Millennials
Millennials represent a rising majority in economy, responsible for 44 per cent of the workforce and 31 per cent of the total spending.Most millennials are fairly prudent when it comes to money management, they are saving more than their parents and are 30 per cent more likely to save regularly.Their health – or that of their immediate family – can impact their ability to obtain cover.
1-1 User Interview: 10 millennials, 3 personas of potential buyers
Single Female has a professional job
Single mother with a 4-year-old daughter
Married Male has 2 kids, have a family history of chronic disease - Diabetes
Problems
More Data
Personal information

Health data

Non-health data
More Support
Especially those
users who have
health issues
Main Reasons
Family

Financial situation
‍
Main Barriers
Numerous policy types
Complex purchase process
Medical exam

# Our Opportunity

Health Support Program - Building Trust

Design & Validation
Idea Generation
There are many ways of generating ideas but there are three things that I always try to do: generate numerous ideas, be creative with no limitations and question everything. Keeping this in mind I sketched my ideas and grouped them into themes.
We explored different solutions and sketched out the user flow. Then we discussed and decided the most feasible solution for the new features.
User Journey Map & UI Exploration
What helped us most of this user journey map is we realised "giving is the prerequisite of receiving".
Tell the Story of Users
STEP 1
Onboarding
Setting up account, basic profile data and goal setting
‍
STEP 2
Getting to know
Tell us more about you through questions/answers so we can give personalised experience
STEP 3
Relationship building
User completes an experiment cycle, begin to ask deeper questions
‍
STEP 4
Maintenance
Keeping users profile up to date
STEP 5
Life insurance transaction
Finalise user details
STEP 6
Seal the deal
Reveal HeadUp's tailored LI product
Testing with User
We narrowed down on potential ideas and started prototyping the users journey. We found a user who was highly close to our persona. Marina is a single mother of a 3-year-old girl. Her family has a history of anxiety disorder and Marina has been worried that she will inherit this disease.
Final Design
New Feature 1

Insight Library

Professional health-related knowledge is the foundation of our support program for users. We divided the insights into 5 categories - Mind, Heart, Sleep, Weight and Activity.  Users can receive customised insights based on the data collected.
New Feature 2

Online Survey

We generated a list of information that users need to provide before purchasing life insurance, such as age, smoking history, and family illness history. These data will have an impact on the insurance coverage and the claims process.
New Feature 3

Daily Challenges

The daily challenges are personalised for users based on their data from wearable devices and the motivation of using the app. In the first literation, we focused on diet and daily walking activity.
New Feature 4

Emotional Design

The core of emotional design is showing empathy for the users. That's why design based on emotions can affect overall user experience deeply, since emotions influence decision making, affect attention, memory, and generate meaning.
Rewards
"HeadUp is a health promotion, risk reduction, and personal accountability platform that is built first and foremost on trust and engagement and puts individuals at the heart of the value proposition. The offering helps users analyse, manage and improve their overall health, while providing tailored insights and smart, ML-driven healthcare signposting."

- Winner of 2019 Awards Silver Award - Best new Mobile app & Digital Health Global 100, 2020
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