During the process that I had to work in the benefits and insurance area, the company was going through a rebranding process, changing its business model, and with this changed its experience, incorporating aspects such as gamification, and redesigning the Design System, working directly with the Design System team, updating and creating components.
View of the visual identity and interface
Imagine your employer offers you access to an app called Betterfly, full of benefits like insurance, learning resources, and donation options. You download it eagerly, but as you navigate, the experience feels overwhelming too many options and no clear guidance on how to use them. Over time, you lose interest and, like many of your colleagues, stop using it entirely. The company notices this lack of engagement and decides to discontinue the benefit.
For Betterfly, this issue impacts more than user satisfaction it threatens their business model. If users don’t see the value, companies stop subscribing, undermining Betterfly’s mission to deliver flexible and impactful benefits.
Launch this new experience globally by the end of Q4 (2023).
Increasing the onboarding and activation rate by over 15%.
Increasing MAU by 15%.
Receive user approval on the new experience (through surveys or ratings).
Desk research: I made this decision since Betterfly's documentation already had information and definition of User Personas, common problems, data collected from support feedback and user interviews which helped to gather valuable information.
The Geek: Interested in exploring the app and its benefits of learning English or online courses, technology lover and open to participate in instances of gamification of the app.
Athlete: Competitive, likes to accumulate points to visualize his number in the ranking of company members with more physical activity, interested in wellness benefits, such as hanu fit, headspace, etc.
Protector: You are interested in using the benefits provided by your employer and making the most of insurance to save money and take care of your health.
Upon understanding the problem and the main idea started working on a proposal in a Discovery session where I had to coordinate with the development team, insurance and benefits a solution that is feasible scalable and can be realized in a timeframe adapted to the company's objectives (launch globally).
Together with the research team we conducted a guided interview with 20 users using the designed prototypes and incorporating variables A and B mentioned in the pre-stock question section, where the focus was to validate the understanding of this flow and see which option makes the most sense to the user when answering data about their health.
A: Proposal where a question is added within the initial benefits activation form (leaving the process in a single step).
B: Leave the question in a separate view in a second step where more context is provided to the user by addressing the question from a positive connotation.
