SIGNAL IDUNA

Designed to make policy administration easy, created to eliminate reliance on phone support

Discovery

Customers had major complaints dealing with Signal Iduna health insurance managing app. Customers resorted to contacting support with basic requests, tying up email and support lines causing increased support costs. The project kick-off started with initial workshop with Signal Iduana stakeholders. We identified business and team challenges, and analyzed customer segmentation. We also delineated the primary objectives for the project:

Understanding the user pains and needs with the app
Increasing in-app claims submission

Elevating the current user experience.
Identifying prospects for innovation.

Problem definition

The analysis of previous customer support logs facilitated the identification of FAQ and complaints. Utilizing affinity mapping, we categorized these invaluable insights. Additionally, we recorded app sessions and conducted user interviews.

Although I won't delve deeply into the findings, some prevailing themes were:

Challenges in submitting claims and uploading documents

Skepticism about money reimbursement

Difficulties in locating content due to inadequate navigation.

Interest in interacting with customer service in the app.

Define phrase

I outlined the JTBD to refine potential opportunities by crystallizing users' implicit motivations and objectives.Before embarking on the design process, it was imperative to outline objectives and ascertain the redesign scope:

Reduce time spent on submission

Improve reimbursement experience

Improve customer support

Improve findability

Improve health management

Improve disease prevention and well-being

Ideation

To establish the product-market/problem-solution fit, I conducted a value proposition workshop wherein stakeholders delineated how the product created benefits and alleviated customer concerns. This led to the prioritization of the value map. Subsequently, job stories were drafted based on this.

Simplifying claims
reimbursement

A key insight discovered during research indicated the lack of reimbursement status information. To address this, the reimbursement overview was introduced, enabling users to scrutinize drafts and submitted claims in detail while providing reimbursement status visibility.

Enhancing discoverability

By offering contextual information visibility while navigating through product details, users can better understand the information content and context. Users have the option to create a personalized profile that provides customized information and services. It is easy to modify or delete any information entered at any time. The redesigned home screen provides users with a variety of options, such as:

HEALTH PROFILE

Empowers users to retrieve specific data by responding to tailored questions. This dynamic approach ensures a personalized experience, enabling information optimization.

TOPIC PREFERENCES

Select among many subjects such as kids' offers, healthy lifestyle, asthma, family care, back and orthopedics, and more

ADVERSE REACTIONS

Select among allergens so suitable medications could be suggested at the digital pharmacy.

Improving user engagement

By furnishing contextual information visibility during navigation through product details, users are bestowed with a heightened sense of context and content visibility.

NEW REVAMP FACILITATES

Create a health profile
Look for doctor's and overview appointments history
Submit a sick note
Overview previously billed prescriptions
Submit and accident claim
Overview preventative care examinations
Access to digital health services for free content and help
Access to preventative healthcare articles
Contact customer service

TAB BAR ALLOWS

Access core functionalities (my health, reimbursements, document upload, mail) with one tap and allows rapid switching between features without the need to retreat to the app’s home screen.

PREVIOUS HOMEPAGE

Only allowed to select between 5 destinations (my contract, mailbox, contact, products, bills, and my health). The rest of the options were placed in the hamburger icon. The best choice for discovery was to splay them out in a tab bar and on the homepage using a scrolling feed.

Evaluation

During the usability study, participants were tested across different flows :

General Navigation: Finding basic features like sick notes, notifications, digital health services, and articles.
Health Profile: Creating, saving, and editing a personalized health profile, then returning home.
Claims & Reimbursements: Filing accident claims, uploading documents, tracking claim status, and viewing histories.
Mailbox: Contacting customer support and locating active message threads.

Key Learnings

Users reacted positively to the health profile feature. However, it was identified that placing the health profile section in the tab bar, instead of the homepage navigation blocks, improved user experience.

Although it wasn't originally planned, users expressed interest in having a search function for the reimbursement section.

Quantitative Impact

100%

success rate for completing health profile.

90%

success rate for navigation and locating claim/reimbursement overviews.

60%

click rate for
preventative health

Qualitative Impact
Reduced Support Reliance:

Shifted routine inquiries to self-service, saving high cost support channels

Demystified Reimbursements:

Lowered financial anxiety by making claim statuses |fully transparent.

Enhanced Discoverability:

Restructured navigation to pull critical features out of hidden menus.

Business Impact
Cut Operational Costs:

Alleviated strain on customer service teams by lowering ticket volumes.

Optimized Product Roadmap:

Uncovered high-value feature demands (e.g., reimbursement search) during testing.

Aligned Stakeholders:

Designed to make policy administration easy, created to eliminate reliance on phone support

Understanding the user pains and needs with the app
Increasing in-app claims submission

Elevating the current user experience.
Identifying prospects for innovation.

The analysis of previous customer support logs facilitated the identification of FAQ and complaints. Utilizing affinity mapping, we categorized these invaluable insights. Additionally, we recorded app sessions and conducted user interviews.

Although I won't delve deeply into the findings, some prevailing themes were:

Challenges in submitting claims and uploading documents

Skepticism about money reimbursement

Difficulties in locating content due to inadequate navigation.

Interest in interacting with customer service in the app.

To establish the product-market/problem-solution fit, I conducted a value proposition workshop wherein stakeholders delineated how the product created benefits and alleviated customer concerns. This led to the prioritization of the value map. Subsequently, job stories were drafted based on this.

A key insight discovered during research indicated the lack of reimbursement status information. To address this, the reimbursement overview was introduced, enabling users to scrutinize drafts and submitted claims in detail while providing reimbursement status visibility.

Empowers users to retrieve specific data by responding to tailored questions. This dynamic approach ensures a personalized experience, enabling information optimization.

Select among many subjects such as kids' offers, healthy lifestyle, asthma, family care, back and orthopedics, and more

Select among allergens so suitable medications could be suggested at the digital pharmacy.

By furnishing contextual information visibility during navigation through product details, users are bestowed with a heightened sense of context and content visibility.

Access core functionalities (my health, reimbursements, document upload, mail) with one tap and allows rapid switching between features without the need to retreat to the app’s home screen.

Only allowed to select between 5 destinations (my contract, mailbox, contact, products, bills, and my health). The rest of the options were placed in the hamburger icon. The best choice for discovery was to splay them out in a tab bar and on the homepage using a scrolling feed.

During the usability study, participants were tested across different flows :

Users reacted positively to the health profile feature. However, it was identified that placing the health profile section in the tab bar, instead of the homepage navigation blocks, improved user experience.

Although it wasn't originally planned, users expressed interest in having a search function for the reimbursement section.

success rate for completing health profile.

success rate for navigation and locating claim/reimbursement overviews.

click rate for
preventative health

Shifted routine inquiries to self-service, saving high cost support channels

Lowered financial anxiety by making claim statuses |fully transparent.

Restructured navigation to pull critical features out of hidden menus.

Alleviated strain on customer service teams by lowering ticket volumes.

Uncovered high-value feature demands (e.g., reimbursement search) during testing.

Used workshops to bridge business goals and focus engineering on high-impact features.

More projects

Designed to make policy administration easy, created to eliminate reliance on phone support

Understanding the user pains and needs with the appIncreasing in-app claims submission Elevating the current user experience.Identifying prospects for innovation.

The analysis of previous customer support logs facilitated the identification of FAQ and complaints. Utilizing affinity mapping, we categorized these invaluable insights. Additionally, we recorded app sessions and conducted user interviews.

Although I won't delve deeply into the findings, some prevailing themes were: Challenges in submitting claims and uploading documents Skepticism about money reimbursement Difficulties in locating content due to inadequate navigation. Interest in interacting with customer service in the app.

To establish the product-market/problem-solution fit, I conducted a value proposition workshop wherein stakeholders delineated how the product created benefits and alleviated customer concerns. This led to the prioritization of the value map. Subsequently, job stories were drafted based on this.

A key insight discovered during research indicated the lack of reimbursement status information. To address this, the reimbursement overview was introduced, enabling users to scrutinize drafts and submitted claims in detail while providing reimbursement status visibility.

Empowers users to retrieve specific data by responding to tailored questions. This dynamic approach ensures a personalized experience, enabling information optimization.

Select among many subjects such as kids' offers, healthy lifestyle, asthma, family care, back and orthopedics, and more

Select among allergens so suitable medications could be suggested at the digital pharmacy.

By furnishing contextual information visibility during navigation through product details, users are bestowed with a heightened sense of context and content visibility.

Access core functionalities (my health, reimbursements, document upload, mail) with one tap and allows rapid switching between features without the need to retreat to the app’s home screen.

Only allowed to select between 5 destinations (my contract, mailbox, contact, products, bills, and my health). The rest of the options were placed in the hamburger icon. The best choice for discovery was to splay them out in a tab bar and on the homepage using a scrolling feed.

During the usability study, participants were tested across different flows :

Users reacted positively to the health profile feature. However, it was identified that placing the health profile section in the tab bar, instead of the homepage navigation blocks, improved user experience.

Although it wasn't originally planned, users expressed interest in having a search function for the reimbursement section.

success rate for completing health profile.

success rate for navigation and locating claim/reimbursement overviews.

click rate for preventative health

Shifted routine inquiries to self-service, saving high cost support channels

Lowered financial anxiety by making claim statuses |fully transparent.

Restructured navigation to pull critical features out of hidden menus.

Alleviated strain on customer service teams by lowering ticket volumes.

Uncovered high-value feature demands (e.g., reimbursement search) during testing.

Used workshops to bridge business goals and focus engineering on high-impact features.

More projects

Understanding the user pains and needs with the app
Increasing in-app claims submission

Elevating the current user experience.
Identifying prospects for innovation.

Although I won't delve deeply into the findings, some prevailing themes were:

Challenges in submitting claims and uploading documents

Skepticism about money reimbursement

Difficulties in locating content due to inadequate navigation.

Interest in interacting with customer service in the app.

click rate for
preventative health