App redesign
App redesign
App redesign
Benefits - Insurance
Benefits - Insurance
Benefits - Insurance
But first, what is Betterfly?
But first, what is Betterfly?
But first, what is Betterfly?
It is a unicorn startup that offers a platform for employee benefits, turning healthy habits into donations and life insurance. Its app promotes physical and mental well-being, while generating a positive social impact by linking personal growth with charitable causes.
It is a unicorn startup that offers a platform for employee benefits, turning healthy habits into donations and life insurance. Its app promotes physical and mental well-being, while generating a positive social impact by linking personal growth with charitable causes.
Problem
Lack of understanding of the benefits led to low usage of the app, affecting the relationship between employers and employees. Improving communication and understanding of benefits can increase their value and strengthen engagement.
Problem
Lack of understanding of the benefits led to low usage of the app, affecting the relationship between employers and employees. Improving communication and understanding of benefits can increase their value and strengthen engagement.
Problem
Lack of understanding of the benefits led to low usage of the app, affecting the relationship between employers and employees. Improving communication and understanding of benefits can increase their value and strengthen engagement.
Objective
Adapt the experience to the new business model and visual identity of the brand, contemplating aspects such as the focus of the app will be on gamification, protection, and social purpose presenting the information in the clearest and simplest way.
Objective
Adapt the experience to the new business model and visual identity of the brand, contemplating aspects such as the focus of the app will be on gamification, protection, and social purpose presenting the information in the clearest and simplest way.
Objective
Adapt the experience to the new business model and visual identity of the brand, contemplating aspects such as the focus of the app will be on gamification, protection, and social purpose presenting the information in the clearest and simplest way.
Devices
Devices
Devices
Mobile
Mobile
Mobile
Year
Year
Year
2023
2023
2023
Time
Time
Time
4 weeks
4 weeks
4 weeks
Responsibilities
Responsibilities
Responsibilities
Redesign of the Benefits and Insurance sections collaboratively with teams from different areas of the app, along with coordinating with the research, support and data analyst team to gather key information to help us determine what improvements could help users better understand the app and its benefits.
Rediseño de las secciones de Beneficios y Seguros de manera colaborativa con equipos de diferentes áreas de la app, junto con coordinar con el equipo de research, soporte y de data analyst para recopilar la información clave que nos ayude a determinar qué mejoras podrían ayudar a que los usuarios entiendan de mejor manera en qué consiste la app y sus beneficios.
Applied knowledge
Applied knowledge
Applied knowledge
Benchmark, Design Thinking, Wireframing, Prototyping, usability testing, Research, collaborative work, adapting to changes, information architecture.
Benchmark, Design Thinking, Wireframing, Prototipado, testeo de usabilidad, Research, trabajo colaborativo, adaptación a cambios, arquitectura de la información.
Benchmark, Design Thinking, Wireframing, Prototipado, testeo de usabilidad, Research, trabajo colaborativo, adaptación a cambios, arquitectura de la información.
Benefits section
Benefits section
Benefits section
Before
Before
Before
Lack of clarity about each benefit, overload of elements, not inviting the user to discover them. user to discover them. No direct CTA to use a benefit.
Lack of clarity about each benefit, overload of elements, not inviting the user to discover them.
user to discover them. No direct CTA to use a benefit.
After
After
After
Navigation based on the horizontal drag where the detail is displayed along with a tag with the benefit category to make it clear what the benefit is about and to be able to access it intuitively by tapping on the element in the roulette, the option to view details or to use it directly.
Navigation based on the horizontal drag where the detail is displayed along with a tag with the benefit category to make it clear what the benefit is about and to be able to access it intuitively by tapping on the element in the roulette, the option to view details or to use it directly.
Insurance Section
Insurance Section
Insurance Section
Before
Before
Before
Previously, the coverages were separate insurances, having too many elements with similar information. There was no visible information thinking about the needs of the beneficiaries of an insurance policy.
After
After
After
The grouping of insurance coverages is based on similar themes to facilitate the user's understanding and avoid having so many separate insurance items. Coverage and amounts earned can be visualized thanks to the progress of levels in the app.
The grouping of insurance coverages is based on similar themes to facilitate the user's understanding and avoid having so many separate insurance items. Coverage and amounts earned can be visualized thanks to the progress of levels in the app.
Impact
Impact
Impact
There was a 25% increase in Monthly Active Users (MAU) from November 2023 to March 2024. This increase was essential to the global progress of the app (Mexico, Colombia, Argentina, Brazil, Peru, Spain and Chile), thanks to a greater understanding of the benefits offered by the app. Giving context to the user and highlighting the CTA to use along with the option to see in detail how they work.
There was a 25% increase in Monthly Active Users (MAU) from November 2023 to March 2024. This increase was essential to the global progress of the app (Mexico, Colombia, Argentina, Brazil, Peru, Spain and Chile), thanks to a greater understanding of the benefits offered by the app. Giving context to the user and highlighting the CTA to use along with the option to see in detail how they work.
There was a 25% increase in Monthly Active Users (MAU) from November 2023 to March 2024. This increase was essential to the global progress of the app (Mexico, Colombia, Argentina, Brazil, Peru, Spain and Chile), thanks to a greater understanding of the benefits offered by the app. Giving context to the user and highlighting the CTA to use along with the option to see in detail how they work.
Challenges
Challenges
Challenges
Redesign an app with a change in its business model, structure and value proposition, focusing on the first approach of a gamified experience to be tested in a dogfooding, and then to be launched worldwide.
Redesign an app with a change in its business model, structure and value proposition, focusing on the first approach of a gamified experience to be tested in a dogfooding, and then to be launched worldwide.
Redesign an app with a change in its business model, structure and value proposition, focusing on the first approach of a gamified experience to be tested in a dogfooding, and then to be launched worldwide.
Learnings
Learnings
Learnings
Working under pressure and collaboratively creating a solution that serves as a starting point for the new value proposition of this startup (focus on gamification and new visual identity), together with this was a work that had a positive impact by increasing the understanding and use of the benefits by users from different countries. This was validated thanks to tests with users and dogfooding to evaluate the understanding and perception of the app with its new structure, thanks to this could be evidenced in the increase of the use at a general level and the higher engagement it had over time.
Working under pressure and collaboratively creating a solution that serves as a starting point for the new value proposition of this startup (focus on gamification and new visual identity), together with this was a work that had a positive impact by increasing the understanding and use of the benefits by users from different countries. This was validated thanks to tests with users and dogfooding to evaluate the understanding and perception of the app with its new structure, thanks to this could be evidenced in the increase of the use at a general level and the higher engagement it had over time.
Working under pressure and collaboratively creating a solution that serves as a starting point for the new value proposition of this startup (focus on gamification and new visual identity), together with this was a work that had a positive impact by increasing the understanding and use of the benefits by users from different countries. This was validated thanks to tests with users and dogfooding to evaluate the understanding and perception of the app with its new structure, thanks to this could be evidenced in the increase of the use at a general level and the higher engagement it had over time.
michaelorellanaherrera@gmail.com
/michael-orellana-064993162/
michaelorellanaherrera@gmail.com
/michael-orellana-064993162/
michaelorellanaherrera@gmail.com
/michael-orellana-064993162/