Porject overview

In a scenario where practicality and agility are essential in healthcare, the home screen of health plan apps plays a strategic role. A well-structured home screen facilitates beneficiaries' access to key functions, such as scheduling appointments and monitoring exams. More than just a gateway, it represents an opportunity to enhance the user experience and leverage the provider's technological resources, promoting simple, secure, and efficient digital journeys for all audiences. This study presents a user-centric approach, where design can transform improvements into real results for beneficiaries and health plan providers.

Problem Statement

The Challenge

I was tasked with improving the user experience on Humana Saúde's apps, starting the project with a redesign of the home page. The initial analysis, based on a needs and pain point assessment of the customer service team, revealed that the main screen was outdated and inefficient. Visual inconsistencies and difficulty accessing essential services generated a high volume of complaints, negatively impacting the digital product's ratings.

The central challenge was to reverse this situation, transforming the home page into an intuitive, functional, and truly useful user interface.

Design Process

Together with the Design team, we conducted an initial multifaceted discovery phase. We understood the core pain points of our beneficiaries, aligned stakeholders' perspectives, and finally, conducted in-depth benchmarking to analyze our direct competitors' product and service offering strategies.

Research & Discovery

Conducting interviews with 12 stakeholders across departments;

Analysis of 6 direct competitors and their brand positions;

Questionnaire answered by more than 50 customers about their perception.

Dreaming of being the health plan you can recommend wholeheartedly! Aiming to be a benchmark throughout Brazil, with technology that understands and supports you every step of the way, our goal is to simplify the journey, optimize every detail, and make technology work for the user, so that taking care of your health is light, easy, and above all, human.

Brand Strategy & Concept Development

Once the macros were aligned with the directors and managers involved in the project, it was decided to redesign the home screen, creating a new one that could show a new phase of promoting health.

Following the proposal and focus aligned with the stakeholders, the new components were designed and with the new design standards in code and implementation, the solution.

Design, Development a& Implementation

After two sprints, the implementation of the solution was finalized, tested and validated in accordance with the brand's visions and needs and with a view to user improvement.

Results & Outcomes

Main Achievements

Before & After

Before: An outdated layout with lots of complaints.

After: More current components where 87% of users showed satisfaction with the new layout.

Lessons Learned

NEXT PROJECT

Restructuring of care through telemedicine in health insurance companies.