My Health Companion
Global Health Insurer
Ingraining preventative health behaviours by connecting customers with tailored and on demand support.
Expertise: UX, Experience Design
Industry: Health
Role: Experience Designer at Deloitte Digital
Date: 2023 (2 months)
Client name and project specific information has been redacted on this page for confidentiality.
CHALLENGE
How might we help a global health insurer shift from transactional cover to proactive care, by designing a future-facing digital companion that supports preventative behaviours and positions the insurer as a trusted health partner?
CONSTRAINTS
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Aspirational, early-stage venture concept with high ambiguity
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Needed to align diverse internal leaders around a single vision
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Required grounding in behavioural change and real customer needs
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Time-boxed within a broader 8-month program
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Required strategic alignment and vision with broader program of care and technology stack
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and collaboration with engineering product owners and leadershp
MY ROLE
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Co-facilitated a half-day Ambition Lab with senior stakeholders and technology partners to uncover “art of the possible” opportunities
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Synthesised multi-stakeholder inputs into a clear 'space to play' strategy and vision
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Led ideation and concept prioritisation through internal design thinking workshops
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Designed the concept end-to-end with design team to shape a narrative-driven companion app experience.
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Produced conceptual UI screens, an interactive persona-led journey, and a clickable prototype to communicate and validate the preventative health experience.
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Partnered with the Innovation Team create and deliver a repeatable Innovation Framework to operationalise innovation
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Informed future integration of prioritised features into the existing app for 400,000+ MSK-affected members.
Discover
Generating concepts through
an ambition lab
We facilitated a half-day Ambition Lab with senior stakeholders and technology partners to uncover opportunities. Through ‘what if’, ‘art of the possible’ and ideation-canvas activities, we prioritised musculoskeletal (MSK) members, defined key opportunity spaces (habit building, scenario planning, rewards, community), and shaped a core ‘How Might We’ statement to guide our design sprints.
Ambition Lab
Gathered opportunities and insights
Synthesis of key ideas
Define
Synthesising the ambition
After the Ambition Lab, I synthesised insights from the health insurer, and partnership stakeholders to define the strategic space to play, prioritise key member segments, and identify features that support healthy habits. I then co-created a refined problem statement with the client and mapped focused ‘How Might We’ statements across the end-to-end member journey to guide solution development.
Member segmentation
Synthesising key themes
Mapping the customer journey
Prioritisation of opportunity areas
Develop
Design thinking and creative ideation
Building on the Ambition Lab synthesis, I led a creative ideation sprint, mapping the MSK customer journey in whiteboard jams to pinpoint opportunity areas. I then ran a design-thinking workshop with the project team using Crazy 8s, storyboarding, ideation and card-sorting to generate and prioritise concepts. We then translated the highest-value ideas into rough wireframes to bring each concept to life.
Whiteboard ideation
Innovation session outputs
Wireframing creative concepts
Deliver
Designing a narrative-driven innovation concept
To bring the concept to life, we created an MSK member persona, Nate, and ran design sprints that included goal-modelling, journey mapping, innovation speed-runs and feature development. These activities informed a narrative-driven companion app concept, supported by generative AI visuals, conceptual UI interfaces and a clickable prototype that showcased personalised, data-driven preventative health features. We presented the final concept through an interactive storytelling walkthrough of Nate’s 12-week journey, demonstrating how the app supports ongoing health prevention and management.
Nate, our MSK persona
Establishing the concept within a member health journey
An excerpt from the interactive journey walkthrough.
Value add
Ingraining innovation
Following delivery, I partnered with the client Innovation Team to help the program formalise a repeatable way of working. We assessed current processes, collaborated with the team to define a unified innovation workflow, and delivered a step-by-step Innovation Framework blueprint outlining how initiatives can effectively move from concept through to delivery and activation across the business.
Innovation framework
Impact
Ingraining preventative health behaviours
This project demonstrated the value of human-centred design and the importance of preventative health experiences. Features from the experience have been prioritised for future integration into the existing app, and the MSK opportunity has been formally uplifted as a strategic focus area, representing meaningful impact for 400,000+ members experiencing MSK issues.
