Transforming Health Insurance
Reimagining the value of health insurance with HBF.
Creating new valuable features and services for customers via life-centric service design.
Visit: HBF
Skillset: Service design lead, UX lead, ideation, human-centred design, co-creation with customers, content strategy, UX writing, workshop facilitation, research design, ways of working, desirability/viability/feasibility validation, prioritisation
The project at a glance.
Health is personal and unpredictable, but for insurance to be fair and affordable, the products can’t be. Instead they’re bundles of inclusions that you may or may not ever need. It’s a hard task, picking a product ‘off the shelf’ that doesn’t clearly speak to your unique health, life and financial needs. And, that’s when you know what you’re looking for. Add in medical terms and insurance jargon and it’s simply, overwhelming. That’s why increasingly young Aussie’s either stall or forgo the purchase of health insurance entirely. This posed a considerable challenge for Australian national health insurer HBF - balancing affordable products with helping people understand how it might provide them with value now and into the future.
Value in the moment helps people progressively unearth the most valuable cover for them through personal, value led comparisons and data-driven claim insights that outline the benefits of different covers as it applies to their health and life needs, helping people to visualise how it will show up in their life.
The solution in a bit more detail.
Value in the moment was the first service design initiative delivered in HBF’s transformation program and contained two key tools.
The Dynamic Value Tool: A tool that progressively introduces the different value and price levers someone can use to compare and select products like amount of extras, excess amount, cover level, % back on claims. The experience helps people understand using principles of play and highlights the impacts these decisions have on the specific health and life needs they’ve outlined as most important to them.
Value conversation: A personal, claims-data-backed overlay that uses prospects’ health and life triggers to surface compelling bite-sized value call outs or detailed health event scenarios that help them to visualise and compare the real world value they’d benefit from across different cover levels. For example, what would a shoulder injury look like on bronze cover vs silver cover, what about when they add or remove extras cover with physio?
The approach.
HBF’s Transformation program was one of Australia’s largest, and with this complete overhaul of core systems, processes and assets came fast moving, ever-changing complexity. Defining the design approach and selling in its importance and value to the wider tribe became just as important as the end deliverables.
Key stages:
Interviews to gather insights on someone’s experiences with health not just private health insurance. Diving into questions like; when did someone first encounter the health system either good or bad? What was the context around their first pivotal experience with their health - a birth, a death, getting braces, diagnosis etc.
Mapping the health journey and identifying key human ‘moments that matter’ to drive ideation and support prioritisation that went beyond tech and cost implications across all squads in transformation.
Developing a flexible, bite-sized insights framework for squads that enabled service designers to feed into various squad UX designers often and at pace. The artefacts produced - design briefs, insight showcases, ideation exploration sessions - were important in keeping the wider Transformation tribe aligned.
Validating desirability, viability and feasibility with key senior stakeholders, product owners via quant and qual backed prioritisations sessions and with customers during a co-creation hackathon style event.
Fleshing out service design blueprints that used storyboards to outline how a new service would come to life and provided UX concepts to kick start squads in delivering new features.
