INDUSTRY:
Insurance
CLIENT:
UniSalute S.p.A.
YEAR:
2020
EXPERIENCE:
UX expert, Lead Designer
UNISALUTE UP
about.
UniSalute Up, award-winning corporate app our Team designed from scratch for UniSalute, has been recognized as the Best Health Insurance App of 2019 by Le Fonti. Maintaining a strong user base and high ratings into 2024, the app has transformed customer interaction with health insurance services. It has streamlined appointment bookings, expedited reimbursements, and reduced call center workload, significantly enhancing the company's brand image. The app embodies our dedication to innovation and excellence in user experience within the health insurance industry.
Our Approach.
Inspired by the Design Thinking methodology, I was in charge of the complete design of the UniSalute app with a consequent digital brand identity redesign. Starting from the gathering of the main requirements and a joint analysis of the web services and technical constraints, carried out in team, we quickly understood the need to work constantly aligned with different business areas (MKT, Compliance, Legal, Operations, It, etc.) Here's how we approached the design process:
Discovery Phase
Collaborating closely with Unipol’s design team, we organized and conducted workshops involving various stakeholders and business units.
I personally performed internal Interviews and market/competitor benchmarking.
We then translated this part of qualitative (and where possible, quantitative) UX Discovery & Research into outputs (personas-scenario-storyboards and more) presented to the extended company team.
Define Flows and Ideate with an eye for CX
We translated insights into fresh concepts and user flows for all available digital services, adding some new processes.
During the process, we realized that existing corporate style guide were better suited for print materials than digital products.
To create a more reassuring and user-friendly communication style, we adapted the guidelines specifically for the app.
Iterative Prototyping and Visual Design
My team and I iterated on prototypes, starting from interactive wireframes, ensuring alignment with the brand identity and business requirements, goals and MVPs.
We adapted style guides, executed a UI kit and created the foundations for the UniSalute design system.
Usability testing, release, long term monitoring
Both internal and external integrator teams validated our designs through user testing, early adopter interviews, beta testers for pre-release testing, UX/UI empathy mapping.
Corporate business approval paved the way for an official release roadmap.
A dedicated internal team monitored performance metrics through data analysis to ensure sustained success or fine tuning • Management and monitoring of social and in-store reviews about tech issues.
Performance reports was shared monthly.
Goals & Needs.
We aimed to reduce call center traffic by empowering 25- to 55-year-olds to use self-service options, as they tend to be comfortable with digital platforms. They also prefer to make their own healthcare appointments online and want a fast, always-on insurance claims process. In addition, improving the digital experience and operational efficiency remains a priority.
My role.
Gather requirements • Perform analysis • Product discovery • Study and design of user journey and UX service focused on reservations and health services, refund requests, management of policies and documents, management of reservations and accounting • Wireframe development • Live demos and workshops • Business presentations • Concept development • Rebranding • Review of corporate digital guidelines • Development of style guide and UI kit • Illustrations and graphic design.
Use Case: Nadia’s Reimbursement Experience.
Nadia is a young and busy mother who usually asks UniSalute for the reimbursement of medical bills through the call center, but today it seems impossible to speak to an operator by phone! After the fifth useless call, Nadia looks for alternatives because she has several bills to be reimbursed and she has to take her children to sports practice very soon. She first excludes the web application platform because she has already tested it and discovered that it takes too much time to complete the procedure, then she decides to download UniSalute UP and log in to try this service. In this case, the application must be able to allow Nadia to quickly complete her multiple reimbursement request.
Solution.
I designed a frictionless process for users to request a refund by simply uploading/taking a photo of the primary invoice required for the process.Additional invoices/document images can be added after that, but the process stops without the primary invoice.To make it clear that subsequent invoices are linked to the initial medical service, I've implemented an unlockable section for additional documents, where the toggle appears active only after the first document is uploaded.Users can specify the type of document for each additional upload through multiple options on the overlay.A dedicated software extracts the necessary data from these images to evaluate the claim, relieving the customer of this task.In the final step, a brief summary is provided before confirmation.If any documents are missing, after a first back-office review, the files are marked "to be reviewed" rather than blocked, allowing users to resubmit for completion. Should this occur, detailed instructions are provided on the discrepancies and missing items, allowing users to correct and resubmit in the "Balance" section for their refund.
Results After Release.
UniSalute Up has consistently achieved excellent ratings on app stores for over four years. With an impressive average rating of 4.5 based on more than 13,000 reviews on Google Playstore and 4.3 on the Apple App Store, UniSalute Up has become a benchmark for enhancing reservation processes across various apps within the Unipol Group. Additionally, the implementation of UniSalute Up has led to a remarkable 30% reduction in inbound calls.
testimonial.
Ho avuto la fortuna di poter contare sulla professionalità e la competenza di Simona come referente UI - UX del mio team.
Tra le diverse progettualità seguite brillantemente come Interaction Designer, Simona si è occupata di realizzare l'esperienza utente e la UI dell'App mobile UniSalute (attualmente disponibile su Store Android ed iOS).
La sua competenza, l'attenzione al dettaglio e la qualità del materiale grafico realizzato ha contribuito in modo significativo al feedback ricevuto dagli Store ed al riconoscimento di "migliore app dell’anno Insurance Salute" ricevuto nel 2019
Stefano Capitani
Responsabile Innovation, AI & IT Architecture
