Just like this VHI nurse uses a teddy bear to help a child understand her condition, our digital experience aims to provide clarity and reassurance throughout the online health insurance journey
This case study explores the redesign of the VHI private health insurance sales journey which allows users to create and compare plans. We wanted to uncover why drop-off rates were so high at the compare plans stage. To do so, I conducted primary and secondary research—including two rounds of usability testing—to understand user pain points, developed personas, and created iterative design solutions to improve clarity and engagement.
Role:
UX Designer
Timeline:
February 2025 - May 2025
Tools used:
Metrics for success:
A minimum 10% reduction in the current drop-off rate at the plan comparison stage.