Designing the next generation of digital healthcare and insurance

At the core of our shared design philosophy is the focus on customers. Research and first-hand insight are prioritised, meaning every design decision is driven by a deep understanding of needs, preferences, and pain points.

To ensure consistency and efficiency across the app, we have developed a bespoke design system for Vhi. This living library of visual styles, principles, and components acts as the backbone of the app's design. By leveraging this system, we deliver a familiar and intuitive digital experience for customers, and reduce development costs and complexities.

Our design process involves using different research methods to define and understand the user experience and any pain points occurring around a certain feature. This includes desk research, competitor analysis, and first-hand customer interviews. Findings are collated and incorporated into our concept designs.

Next, we create clickable prototypes — a quick and easy way to realise concepts, with interactivity that emulates real user journeys. We test scenarios with customers at this stage, to identify issues or opportunities and avoid wasting effort on the development of unsuitable concepts. All feedback is actioned and designs are finessed before the final version is developed and launched.

When a feature has launched, we look at live engagement data and conduct regular rounds of additional user testing to identify ways to iteratively improve and keep delivering for our customers.

When conducting user testing for Vhi's ‘Snap and Send’ feature — a digital claims processing tool — insights revealed that the old design was not intuitive for users. The process of uploading receipts and entering information was clunky, and the number of treatment types (a drop-down list of 60+) was overwhelming. We also learned that users disliked the lack of updates on next steps after submitting a claim.

We conducted a moderated ‘tree test’ with customers to understand what categorisation would work best, and built these into the new designs. Additionally introducing status updates to keep users informed and reassured about the progress of their claims.

The improved Snap and Send app feature increased monthly claims from 66k to 90k in the 3 months post-launch, an overall usage increase of 35% YOY. We receive regular positive feedback from Google Play and App Store users about the ease of use of the Vhi app.

By focusing on user experience and insight-driven design we’ve been able to transform the Vhi app and improve engagement with features that allow members to lead more healthy and active lives. Some of the recent results we’re most proud of include:

The trust that underpins the relationship between Vhi and Graphite has been built from repeated success when it comes to outcomes, enabling universal faith in our process. 

Through speaking to customers, creating prototypes, testing, then repeating a process of refinements and customer feedback on an ongoing basis, customer engagement has drastically improved.