Friday Health Plans
A hybrid mobile app that empowers plan members to easily manage their plan, account and active claims.
overview
challenge
Friday Health Plans had an ambitious business goal, to create a healthcare system that empowered individuals and small business owners who purchase their own coverage rather than receiving it through a large employer. Along with this novel approach they needed a way for plan members to easily control their healthcare from anywhere. They had an app that was creating more frustration than support and it was reflecting poorly on their reputation as an insurance provider.
approach
To transform Friday Health Plans into a modern, member-centric mobile experience that empowers members to take control of their health insurance with confidence. Additionally we will design for 3rd party integrations like Teladoc, while meeting meet a variety of compliance regulations including HIPAA, WCAG 2.0, and URAC.
Research
findings
After talking with users and SME's and understanding the role the app plays in the member experience we identified some key goals as we moved into the design phase:
Maintain
Ensure the app’s foundational tools remain stable and reliable, maintaining the features members already depend on to manage their health.
Optimize
Apply focused design thinking, to refine existing sections of the app to be more intuitive, reducing friction and increase overall utility for the user.
Introduce
Introduce new, member-requested functionality through a phased roadmap, balancing technical complexity with the immediate needs of our users.
Empower
Shift the member’s relationship with the app—moving from a transactional tool to an inspiring platform that empowers them to take an active role in their health.
ideation and exploration
How might we design an experience that goes beyond useful, and becomes a more enjoyable way for members to interact with their health plan.
Key architecture decisions:
What functions and information are important enough to live on the "home" tab
Which tab do "claims" intuitively nest within?
Where is the most accessible location for the ID card
How do the functions of the tabs and menu fundamentally differ?
Design Approach
With a firm base of strategy, research and iteration we began our hifi design
Maintain the app’s successful foundation while completely overhaulng the information architecture. By restructuring the onboarding process and plan details, we transformed a large set of app functionality into a logical, transparent experience where members can find coverage and transaction data quickly.
Elevate the interface by adopting a "native-first" design philosophy. By aligning the app’s simplicity with the intuitive functionality of the member’s own mobile device, we made the process of finding care faster and more effortless than ever before.
Close critical utility gaps by introducing key member-requested features. This included the strategic rollout of high-value tools, such as the integration of digital ID cards into mobile wallets, ensuring essential information is always a swipe away.
Evolve the app into the premier digital representation of the Friday Health Plans ethos. Every touchpoint was designed to be both effective and delightful, moving beyond basic utility to create a flagship experience that empowers members and truly reflects our brand’s identity.
