Mii - Digital Prepaid Healthcare Plan

The Mii Project focuses on the development of a digital product for sale alone without the support of any type of seller.

Project Background

This healthcare company has been working for more than 10 years into looking to achieve a proper e-selling process.

Even all this time looking to enter in the e-commerce world, this company haven't achieved the goal of selling without human help, even through digital platforms. We have identified that this is not just a challenge for this company, many other insurance or prepaid healthcare plans around the world have been trying to achive this goal, but at the moment there's any compay which has achieved this goal.

Methodologies implemented

Interviews

At the discovery phase of the project, I worked on interviews focused the team understand the main motivations of customers to adquire a healthcare prepaid plan and also the main pains on buying and using a healthcare plan.

Why did I choose this research method?

I used this research method because I believe, that to have clear how we can make a real differenciation between previous plans, we have to understand why people is buying, how they are buying, and which were their main problems with their plans.

How were the interviews applied?

We used interviews in 3 phases of the product development process, trying to have deeper understanding on new outputs we were getting:

1. Understanding why to buy a healthcare prepaid plan:

Our questions were focused on understanding why our usual target would buy or wouldn't buy a healthcare plan.
Later on understanding who was the one that took the buying decision for it (themselfs, spouses, parents, etc.)
An complementing this with which kind of benefits helped them to took the decision of buying a plan.

2. Getting deeper in the pains they have had with previous healthcare plans

We tried to understand the main complaints users have already had with other plans
What were the value proposition elements that they felt weren't covered in their plans
Which were the less likable things that they identified with previous plans

3. Finally we tried to identify which benefits and product features were more important for our customers in order to design a product that fits with real necessities of our target.

Persona

Based on the interviews and research we set up two personas. We referred to them throughout the entire product development process. For develop personas we worked on some user research, supported by the interviews we did previously.

We collect their motivations, problems, context aligned with the product so we can have clear definitions on how we can communicate with them, which was the best selling channel aligned to their interest, and which were our key messages aligned to their profiles.

The persona design helped us to define which features were aligned to their interest and how we can priotize it on the product design.

Wireframes

At the beginning of my design process I created wireframes for testing purposes so we can have clear what kind of information and how we were going to dispose it in the selling platform. This was very useful because from this initial wireframe we were able to test it with customers and get valuable insights to improve the design.

Web prototype

Mobile prototype

User Testing

Before launching the product, I did a 3 testing round in order to reveal possible usability problems.

Our first round was focused on understand how our users were looking for information in the site.
The second round we focused on validate the texts and CTAs we were using
Our last round, was focused on testing the final prototype previous to going to the development process and validate all the changes we did to the structure and to the brand.

This test were remote moderated testings, where we were able to identify how the user was interacting with the prototype and asking them to describe what they were thinking during the process.

Our
Learnings

We have identified that for our customers, even for the digital ones, in the acquisition of healthcare plans is important to have consultancy, so they can feel supported during the buying process, this related to understand and be sure about evertything that is covered in their plans.

Even looking to do a totally selling alone process, is very complicated because for this kind of product, to have human support is very important for the customer. Eventhough we tried to make a platform that help to have the less amount of human support and dispose channels where thay can solve their main concerns in the easiest way possible.