Reimagining the largest health and insurance app in Brazil

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The largest health and insurance company in Brazil approached us to organize an application that had been on the market for over 5 years and had more than 10 thousand active users.

2 Project Managers

2 UX Researchers/Service Designers

2 Developers

2 Product Designers

More than 18 interviews were conducted with users of medical and dental plans (30% of those interviewed), in particular, 2 interviews that directly addressed the reimbursement journey. In addition to 32 conversations with the business areas. Totaling more than 35 hours of conversations and research.

Mental models were used to better understand the patterns of app users.

People are not presented with all the health plan dynamics, benefits, and the application features and have to discover it by themselves

• Situation here: People receive the health plan information but are not oriented on how to use it in a better way.
• Frustration here: People use the health plan in the wrong way to get lost in the application. 
• Future desire here: Have an onboarding plan for health dynamics, and also on the application features. 

People search for more information about the medics in the medical network search to make a decision

• Situation here: When people are looking for medics, they need more information about them to make a decision.
• Frustration here: People didn’t have all the pieces of information to make a decision about the medic at the application. 
• Future desire here: Have more information, such as photos from the doctor and clinic, bio and rating.

People are looking for specialists with a biased diagnosis did by themselves
Situation here: People self-diagnose and see a specialist according to the disease they believe they have 

• Frustration here: People go to specialists, but doctors are not going to help them make a more accurate diagnosis.
• Future desire here: A primary care that identifies the patient's needs and refers him to a specialist

People don't know what happens when they are asking for a solicitation to the health plan

• Situation here: When people want to get an approved procedure for the health plan they don’t know what is happening during the approval process. 
• Frustration here: People get anxious about the approbation process of their solicitation because they don’t know what is happening, and then they end up stressing the costumer service channel. 
• Future desire here: Tracking the process of solicitations with conversational messages. 

People need to search for channels in case they have problems and need to talk with the customer service team

• Situation here: The channels to talk are not clear in the application. 
• Frustration here: People are searching for the channels when they need help to talk with humans to solve something 
• Future desire here: Better position the entering to the channels of costumer service in the application, and create a chat channel as an option.

It is clear that the company is aware of its market share, but it has technological limitations due to its systems that do not allow for innovation in the short and long term.

There is a path to be followed in creating fertile ground and preparing the company for innovations by opening this technological horizon aiming at scale and plasticity. So that in 5 years the company is not again limited to its own technology and its digital artifacts are not moldable and adaptable to market updates and functionalities.

With a design system in progress, there is a challenge in understanding what can actually be done in relation to the current scenario, thinking about these more specific improvements and looking at the internal barriers that are systemic and technological and how we can overcome them.

There is an opportunity to better position the company and its services as brands and by-products in the application.

Below is the new application redesigned referencing the research.