Qsaúde
Qsaúde is a health insurance that puts you at the center of care, with a program of preventive, humanized and technological assistance. The objective of the project was to build the complete hiring flow of the health plan, making the experience delightful and accessible, even for users who have little familiarity with the digital universe.
Services
Research, Userflows, Interface Design, Usability Test
Field
Health Insurance
Year
2020
OVERVIEW
The main goal of this project was to increase conversions and user retention by designing accessible navigation specifically for health plan users, aimed at reducing friction points. We focused on bringing more accessibility to elderly audiences through simplified navigation and best usability practices. Additionally, we aimed to make the hiring flow more intuitive and reduce friction, which had previously caused many user doubts, to ultimately increase business conversions.
High Level Goals
02
Structure a navigation journey with focus on converting and acquiring leads.
01
Deliver a hiring flow that integrates business goals with user goals.
Initial Challenges
The main challenge of this project was to increase conversions and user retention by designing accessible navigation specifically for health plan users, aimed at reducing friction points. The previous website lacked a clear goal for users, and the hiring flow was not user-friendly, causing many users to abandon the process midway.
Research & Immersion
We optimize the first flows proposed in the first phase of website construction, through usability testing, heuristic analysis and benchmarking.
From this, we structured new wireframe and journey proposals for all website flows, especially those that would be the main conversion points: the simulation and hiring stage.
We built a website that effectively delivers the brand's main attributes through a user journey focused on conversion and lead acquisition. Our strategy included the development of 14 distinct navigation flows and the creation of 50 pages, resulting in over 220 variations. This comprehensive approach led to 2,384 completed hiring flows by users and a total of 2,176 active health insurance lives. The results demonstrate a significant improvement in user engagement and business conversions.
Strategy & Outcomes
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Interface and prototyping
We created new interfaces incorporating best practices in experience and layout, which were tested through usability testing with selected users. Following this, we implemented necessary changes and handed off the designs to development.
User Flows and Problem Map
We analyzed every aspect of the user journey to create an improved experience with a more accessible approach to the interface and navigation.