top of page

Creating new health services for the insured

Service design | User Research

Esempio Service Map_Cislaghi Copy.png
Esempio Journey Map_Cislaghi.png

Working closely with the client’s internal service design team, I was asked to help them, on one hand with the digital transformation of their health insurance claim processes, in order to give private users full independence with their claims. On the other hand, I was asked to design new extra insurance policy services for uninsured pathologies that could nevertheless help clients coping with them.

Services

Service design; User research; Concept development

Client

Private insurance company

Challenges

The two separate scopes of my intervention called for two very different challenges to tackle. 

When working on the digital transformation of the client's insurance claim processes, the main difficulties at hand concerned the
managing of the structural complexity they were embedded in


From a purely user journey perspective, in fact, the processes seemed quite simple and uneventful. However, when those same processes are viewed from a technical and organisational perspective, matters changed quite rapidly. 

The development of the concept for the new health services was a whole different story. 

The scope of this section of the project focused on a set of very different pathologies, namely:
diabetes, osteoporosis, obesity, hypertension and oncologic diseases. 

Given the different natures of each, the main challenge in this case was to come up with a scalable solution that could be tailored to each pathology and its peculiarity, giving clients tangible benefits and support, while staying outside the services that could be given through a real insurance policy. 

wireflows.png
Servizi extra.png

Approach

As per the first topic, most of the efforts were thus spent on conducting multiple interview sessions with all stakeholders involved in the processes at hand, trying to come up with them with the best solution that would grant the best user experience available at the moment for clients and service providers both. 

After having come up with an ideal customer journey, I moved on to dissect its each and every step with the client's various internal teams to initially map out exactly which individuals, what technologies, which systems and what efforts they entailed. 

Once that was finally clear, the next step was to, together with the rest of the client's service and strategic team, identify which elements to prioritise to develop in the immediate future and which others should instead be pushed to a later improved release.  

For the extra policy health services instead, much of my time was spent on dissecting all the first hand experiences I could get my hands on of people suffering of one of more of the selected pathologies, so to grasp a hint of their real needs and wishes. 

The findings were then summarised into different pathology identikits, through which three main recurring themes emerged: what clients suffering from the identified pathologies seemed to have in common were wishes and needs for more mental support, guidance through a pathology tailored lifestyle, financial support for specific medical checkups and, for some pathologies, support in buying monitoring devices. 

Results

The digital transformation of the client's insurance claim processes resulted providing the client team with a blueprint of the new digitalised processes that made it significantly and demonstrably easier for users to make their insurance claim, and became the model to which similar processes employed by the client should adapt to. 

Moreover, I also
supported the UX and UI team with the design of the digital touchpoints involved in the user journey, by providing the workflows for the related we-responsive platform and mobile app. 

The ideation of new pathology specific service instead culminated in
the creation of a modular solution, comprised of three different modules - Wellness, Health and Monitoring. These modules could then be added, removed and tailored in their offers to answer to the needs of the various pathologies. 


Finally, I then provided the client team with a blueprint for further development of the solution, which involved, amongst other things, the direct involvement of clients suffering of those pathologies and a medical equipe in future design thinking workshop to make sure to develop a truly user centred and valuable solution.

Eager for more?

Here are some more projects you might be interested in:

Screenshot 2021-09-29 at 12.36.46.png

Design of a charity app for a digital generation

Screenshot 2021-09-29 at 17.32.06.png

Improving pre & post op. communication

Screenshot 2021-09-29 at 17.44_edited.jpg

Supporting caregivers of long-term patients

Looking for something else?

Alessandra Cislaghi | Made with ❤️ in Stockholm | 2023

bottom of page