Medibank

SUMMARY
Brought in on a 3-month contract to lift mobile engagement amid declining renewals among 25–50 year olds. Interviews with 24 customers revealed unclear policies, poor provider matching, and having to leave the app to book appointments insights that shaped a new in-app booking flow, validated through user testing with strong results, though the project was shelved pre-launch after a shift in leadership strategy.
ROLE
Product Designer
RESPONSIBILITY
  • Assist in user interviews
  • Research synthesis
  • Wire-framing and prototyping  
  • Create high fidelity designs  
  • Stakeholder management
  • Working in a multi disciplined team  
  • Information architecture  
INDUSTRY
Healthcare, Insurance tech
MARKET
Australia
PROBLEM
Medibank was facing a decline in customer satisfaction, evident by
a decrease in renewals among customers aged 25 to 50.
The aim of the project was to investigate the root cause of the decrease,
and design improvements to the products and services to stabilise or
increase membership renewal rates.
APPROACH
Data gathering
I conducted 24 qualitative interviews with customers aged 24-55, representing diverse backgrounds and insurance statuses.
Insights
Synthesising our research data, I identified three recurring customer concerns
  • A lack of policy transparency
  • Difficulty finding suitable providers for medical conditions
  • A key friction point of having to depart the app and use other software and services to make an appointment booking
DESIGN PROCESS
I created a user journey and service map of the current process, enabling the team to objectively assess the UX deficit users were experiencing when making a medical appointment.
I created low fidelity wireframes to help define and communicate design intent, and the desired functionality and content placement to the project stakeholders and sponsors.
I ran evaluative sessions with real users to gather feedback and insights about the product's usability, accessibility, and overall user experience, incorporating that feedback iteratively into the design.
All of those insights went into the creation of high fidelity UI design, with careful attention paid to ensuring each component was correctly used in accordance with Medibank's design guidelines.
OUTCOME 
User testing showed promising results, with users feeling confident using the application.
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CONTACT
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All work is produced by me.