Revolutionise the digital purchase vision for faster & more confident purchase
Team
With the Digital Lab squad, 1 Product Manager, 1 Senior Designer
Role
Owner & primary designer of the vision
Year - timeline
2024, 6 weeks
Background
Medibank as the top health insurance provider, is looking for ways to maintain its market leading positions
Business strategy:
Grow younger cohort of customers offering excellent digital experience, to increase revenue.
Offer the health wellbeing services like Rewards program to encourage healthy lifestyle.
Experience strategy:
Offering a seamless, personalized digital experience and expanding its Rewards program, Medibank will attract younger customers, proactively educate them, and encourage healthy lifestyles to drive engagement and loyalty.
Why this project
For digital purchase journey, we lack a vision to align teams
We have more than 5 Squads touching on or working on the digital purchase journey.
To maximize efficiency and ensure a cohesive experience, the Lead PM, Engineering Lead, and I identified the need to create a 2027 website vision.
The main challenge
How might we empower customers to explore, evaluate and purchase health insurance easily and confidently?
To address this, I led a series of problem exploration and definition activities to identify the most significant pain points—focusing on high business impact, customer impact, and feasibility. These activities included:
Moderated customer interviews
Reviewing previous insights in Dovetail
Benchmarking trends and practices through competitive analysis
Analyzing current analytics and page tracking data from Google, Funnelback, and FullStory
Facilitating workshops to align on business requirements and strategies
I adopted a lean approach of “just enough, just in time” to ensure efficiency and focus. The following 6 items are the main insights.
Outcome
A validated vision prototype clarifies the target-state experience for medibank.com.au.
It drives cohesive, intuitive future design iterations, aligned with customer needs and the Platform & Engineering Strategy.
2027 web vision desktop - from input details to view cover details
2027 web vision desktop - from input
details to view cover details
2027 web vision mobile - from join to
welcome
Impact
Within 6 weeks, I created our north star with my team - increased the team efficiency, reduced effort for purchase, increased info findability, & uplifted customer experience overall
Experience vision to align everyone
More team efficiency with 6-month backlog
Less time & effort to join digitally
Less time to find the content on the website
Uplift on customer experience
How I got there
Design process & leadership
I led through a double-diamond process, focusing on creating the vision in a lean, efficient and collaborative way
How I lead
Break down to 5 layers for efficient problem solving & stakeholders alignment for 6-week timeline
I lead the strategy & planning of the vision work. For a lean approach, I broke down the vision piece to 5 layers in sequence - each acts as a strong foundation for the upcoming layer.
They 5-layer strategy also ensures faster & leaner alignment with stakeholders.
How I lead
Team align - deliver, test & refine every 2 weeks
One of the key challenges during the planning and kickoff phase was aligning the scope across four major business Hubs with competing priorities. To address this, I facilitated a workshop where the hub leads prioritised key use cases based on agreed metrics—business impact and feasibility. I prepared by providing a clear set of use cases and alternative options, ensuring focused discussions. As a result, we aligned on the key customer segment, journey, and use cases to include in scope.
Solution - IA & Nav
Simple IA & nav with flat structure to empower navigation & usability
Audited & collected all products, services & entities
Re-organised the IA based on the known challenges & opportunities
Two rounds IA testing - based on the top 10 use cases
Created navigations systems on the wireframes, hi-fi design & prototypes
User testing on the navigations to support the key use cases
· Data-drive design decisions to simplify complexity in the navigation
· User-centric labels, consistent structure & taxonomy to improve fundability
· Simpler for users to find offers & understand benefits
· Present Medibank as a health first company by improving the discoverability of health products & services
Two rounds IA testing - based on the top 10 use cases
Solution - page templates & layout
Layered information architecture to simplify complex information
For pages with complex insurance related information like comparing covers, it progressively discloses complex information in the vision. This is to ensure that customers encounter only relevant details at each step. This approach simplifies navigation, reduces cognitive load, and enhances clarity for a seamless user experience
Layered info architecture at comparing cover page - desktop
Layered info architecture at comparing cover page - mobile
Solution - page templates & layout
Adaptive mobile design to mimic intuitive native app experience
By following adaptive mobile design patterns—respecting native conventions(floating action buttons and adaptive hiding & reveaing, prioritising single-hand usability, minimising cognitive load, and providing timely, context-aware feedback— I effectively mimic the intuitive feel of a native app. This ensures a seamless experience for travelers looking to buy insurance on the go, boosting both customer satisfaction and conversion rates.
Intuitive travel cover selection in mobile
2027 web vision - part 2 (mobile)
Solution - page templates & layout
Personalisation to serve relevant info & functions at the right time
Through robust personalisation (like the design below for returned customers)—fusing user data, contextual triggers, and dynamic content—Medibank can deliver an experience that feels tailored and proactive. By serving the right information and functionality exactly when the user needs it, the vision not only boost engagement and satisfaction but also lay the groundwork for ongoing innovation.
Solution - page templates & layout
Streamlined flow & interaction for accurate pricing & easy join
Revamped join application for easy join
Solution - page templates & layout
Systematic approach to scale the experience for other insurance types - Travel, Pet, Life
By adopting reusable UI patterns and modular components across the core flows for health, travel, pet, and life insurance, we can significantly reduce design and development overhead, accelerate feature rollouts, and ensure a cohesive, consistent user experience.
Scalable page templates catering for different use cases (health insurance, travel insurance & health services)
Reflection
Focused on the scalability & sustainability of the vision
Because the forward-looking nature of the vision work, it is important for me to ensure the scalability & sustainability of it. I found these few ways really helped me and the team to achieve this, among the short time frame.
Understand the Engineering roadmap, and weekly collaboration with Engineering team
· Understanding the future technology stack helps me to understand the flow and UI options.
· While evolving the vision, I showcased user flows, wireframes and prototypes to double check the feasibility.
Co-design with designers in Growth area
Ideating and co-designing closely with designers of other insurance types, to make sure the common and unique pain-points & opportunities are reflected in the vision.
Multiple ways to align with the strategy of Marketing Technology, business and other teams
Aligning the vision for the personalisation, SEO/SEM, upcoming insurance trends and overall business strategy is important. While all the teams may not be available at the same time, I used different ways to align with them (workshops, Miro, Loom, prototypes, etc.)