Member Portal

Data-Driven Digital Transformation of a Healthcare Insurance App with 5M+ Downloads on Google Play

As a Product Designer at an Indian consultancy, I worked on a 1.5-year project with a leading healthcare insurer. Starting with a UX audit, we rebuilt their incomplete mobile app from scratch with a new IA and new components in the design system.

Client

United Healthcare Group

Duration

18 months

Industry

Healthcare Insurance

Scope of Work

App Design

Information Architecture

Design System

Objective

Closing the Gap Between Portal and Mobile

The client's insurance agents work in the field, not at a desk, and had decided to make mobile their main channel. But the app was still missing features the legacy web portal had, so agents kept getting pulled back to desktop. Closing that gap is why I was brought on.

  • Users Leaving Mid-Task
    Mobile drop-off ran well above what the portal saw for the same actions.

  • Support Absorbing the Overflow
    Over 15,000 calls a month came from members who got stuck on the app.

  • Half the Portal Wasn't on Mobile Yet
    Several web portal features hadn't made it into the app, so agents had to switch back to desktop to finish the task.

Discovery

UX Audit & Key Findings

Before touching any screens, I ran a UX audit against NN Group heuristics and cross-checked it with two quarters of analytics and support ticket data. Four patterns kept showing up, and each one was quietly costing the business money.

Complex Navigation
"I know this feature exists somewhere, I just never know which menu it's hiding in." — Product Analyst

Users took 4 to 6 taps to reach screens that should've taken 2. Every extra tap meant more people abandoning the task, and abandoned tasks were flowing straight into support call volume.

Unclear Call-to-Action
"I wasn't sure if tapping that would submit my claim or just save it."
— Insurance Agent

About 3 in 5 users hesitated or picked the wrong action on core screens during user interviews. Second-guessing what a button does slows every client interaction and erodes trust in the tool itself.

Complex Form Structures
"On mobile I have to scroll left and right just to fill out one form. I'd rather just do it on desktop where I can see the whole thing at once." — Insurance Agent

Claims and enrollment forms had the highest drop-off in the app, around 40%. Biggest single driver of support calls.

Lack of Search Functionality
"It takes me longer to find the record than to actually do the work." — Support Staff

Finding the right plan took over 90 seconds on average. Instead of finishing on their phone, members gave up and switched to desktop.

Solution

Solutions Mapped to the Audit Findings

Each fix below responds directly to a finding from the audit. The goal wasn't a redesign for its own sake, it was to solve the specific problems agents were already running into every day.

01 · Fixing the App's Information Architecture

Agents couldn't find things because the app was still running on the same information architecture as the web portal, a structure built for a desktop screen where everything is visible at once, not a phone. I rebuilt the IA from scratch based on real usage patterns.

Solution Highlights

  • Ran card sorting sessions to see how agents naturally grouped features

  • Reorganized 40+ screens into 5 task-based groups, cutting navigation depth by half

  • Validated the new structure with tree testing before wireframing

02 · Setting Navigation Hierarchy from Google Analytics Data

With the new structure in place, I still had to decide what agents saw first. Rather than guess, I pulled Google Analytics data on page views and engagement time and let actual usage set the order.

Solution Highlights

  • Pulled Google Analytics data on page views and engagement time across the app

  • Ranked features by actual usage, not internal opinion

  • Placed the most-used features in the bottom navigation bar for one-tap access

  • Ordered the hamburger menu to match, most used to least

02 · Setting Navigation Hierarchy from Google Analytics Data

With the new structure in place, I still had to decide what agents saw first. Rather than guess, I pulled Google Analytics data on page views and engagement time and let actual usage set the order.

Solution Highlights

  • Pulled Google Analytics data on page views and engagement time across the app

  • Ranked features by actual usage, not internal opinion

  • Placed the most-used features in the bottom navigation bar for one-tap access

  • Ordered the hamburger menu to match, most used to least

The most visited pages identified in Google Analytics (left) were used to determine the hierarchy of items in the hamburger menu (right), aligning navigation with real user behavior.

The most visited pages identified in Google Analytics (left) were used to determine the hierarchy of items in the hamburger menu (right), aligning navigation with real user behavior.

The most visited pages identified in Google Analytics (left) were used to determine the hierarchy of items in the hamburger menu (right), aligning navigation with real user behavior.

03 · Building Mobile Components for the Design System

There was no mobile component library, so developers were defaulting to their own solutions screen by screen. I extended the client's existing design system instead of building a new one from scratch.

Solution Highlights

  • Audited the existing design system to understand tokens and patterns already in place

  • Built mobile-specific components extending the system, not replacing it

  • Covered buttons, form fields, cards, navigation elements and interaction states

  • Standardized CTA labels to improve action clarity and consistency

04 · Turning Long Forms Into Guided Steps

Using the form field components just built in the design system, I broke a multi-column desktop layout into something a phone could actually handle.

Solution Highlights

  • Switched to single-column layouts, removing horizontal scroll entirely

  • Broke long forms into labeled steps with a visible progress indicator

  • Designed immediate success and error feedback instead of post-submission validation.

Wireframes were initially developed to align the team on the application's structure and user flow. These were then evolved into interactive prototypes that communicated transition states and user interactions, enabling consistent implementation by developers.

Wireframes were initially developed to align the team on the application's structure and user flow. These were then evolved into interactive prototypes that communicated transition states and user interactions, enabling consistent implementation by developers.

Wireframes were initially developed to align the team on the application's structure and user flow. These were then evolved into interactive prototypes that communicated transition states and user interactions, enabling consistent implementation by developers.

05 · Introduced Search & Filtering to Improve Data Discovery

Finding the right claims data or check application took over 90 seconds, so agents gave up and switched back to desktop. There was no way to search or narrow down long lists.

Solution Highlights

  • Defined search and filter categories based on business workflows and stakeholder requirements.

  • Designed clear empty, loading, and no-results states for search experiences.

  • Defined filter chip behavior, multi-select patterns, and clear/reset interactions.

Stakeholder workshops for the Application Status page defined the search, filtering, and sorting experience, which was translated into the final UI shown on the right.

Stakeholder workshops for the Application Status page defined the search, filtering, and sorting experience, which was translated into the final UI shown on the right.

Impact

Measurable Business & User Impact

Higher User Engagement

Mobile app usage increased by 12% within the first month, with more insurance agents choosing the mobile app as part of their daily workflow.

Validated using: Google Analytics

Improved Accessibility

Lighthouse Accessibility Score improved from 68 to 91, reflecting a more accessible and inclusive experience across the redesigned member portal.

Validated using: Lighthouse, Axe & manual accessibility testing

Faster Task Completion

Task completion time improved by 24% during usability testing, with simplified navigation and fewer interaction steps reducing the time required.

Validated using: Moderated usability testing

Impact

Measurable Business & User Impact

Reflection

What This Project Taught Me

Beyond improving accessibility and responsiveness, these are three lessons I'll carry into future projects.

01 · Design Decisions Need Evidence

Working on this project changed how I approach product decisions. During the redesign, different stakeholders had different views on which features should appear in the bottom navigation and the hamburger menu. Rather than relying on opinions, we used product analytics to understand which features users accessed most frequently and structured the navigation around actual behaviour. It reinforced that analytics isn't just a reporting tool, it's an essential input for UX decision-making.

02 · Platform Shapes Information Architecture

When I joined the project, the mobile experience was based on the same information architecture as the web portal. The same structure that worked well on desktop created unnecessary complexity on mobile. Designing around the mobile context resulted in a simpler navigation model and quicker access to frequently used features.

02 · Alignment Is Part of the Design Process

Adding search, filtering and sorting seemed straightforward until business expectations and technical constraints diverged. Running collaborative stakeholder workshops helped us prioritise features that delivered the most value while remaining technically feasible. It changed how I think about design. It's not just about creating interfaces, but also about aligning people around practical solutions.

Explore Other Client Projects

Member Portal

As a Product Designer at an Indian consultancy, I worked on a 1.5-year project with a leading healthcare insurer. Starting with a UX audit, we rebuilt their incomplete mobile app from scratch with a new IA and new components in the design system.

Insurance in the Digital Era
Client

United Healthcare Group

Duration

18 months

Industry

Healthcare Insurance

Scope of work

App Design

Design System

Information Architecture

01 · Fixing the App's Information Architecture

Agents couldn't find things because the app was still running on the same information architecture as the web portal, a structure built for a desktop screen where everything is visible at once, not a phone. I rebuilt the IA from scratch based on real usage patterns.

Solution Highlights

  • Ran card sorting sessions to see how agents naturally grouped features

  • Reorganized 40+ screens into 5 task-based groups, cutting navigation depth by half

  • Validated the new structure with tree testing before wireframing

Reflection

What This Project Taught Me

Beyond improving accessibility and responsiveness, these are three lessons I'll carry into future projects.

01 · Design Decisions Need Evidence

Working on this project changed how I approach product decisions. During the redesign, different stakeholders had different views on which features should appear in the bottom navigation and the hamburger menu. Rather than relying on opinions, we used product analytics to understand which features users accessed most frequently and structured the navigation around actual behaviour. It reinforced that analytics isn't just a reporting tool, it's an essential input for UX decision-making.

02 · Platform Shapes Information Architecture

When I joined the project, the mobile experience was based on the same information architecture as the web portal. The same structure that worked well on desktop created unnecessary complexity on mobile. Designing around the mobile context resulted in a simpler navigation model and quicker access to frequently used features.

02 · Alignment Is Part of the Design Process

Adding search, filtering and sorting seemed straightforward until business expectations and technical constraints diverged. Running collaborative stakeholder workshops helped us prioritise features that delivered the most value while remaining technically feasible. It changed how I think about design. It's not just about creating interfaces, but also about aligning people around practical solutions.

05 · Introduced Search & Filtering to Improve Data Discovery

Finding the right claims data or check application took over 90 seconds, so agents gave up and switched back to desktop. There was no way to search or narrow down long lists.

Solution Highlights

  • Defined search and filter categories based on business workflows and stakeholder requirements.

  • Designed clear empty, loading, and no-results states for search experiences.

  • Defined filter chip behavior, multi-select patterns, and clear/reset interactions.

Stakeholder workshops for the Application Status page defined the search, filtering, and sorting experience, which was translated into the final UI shown on the right.

Challenge

Closing the Gap Between Portal and Mobile

The client's insurance agents work in the field, not at a desk, and had decided to make mobile their main channel. But the app was still missing features the legacy web portal had, so agents kept getting pulled back to desktop. Closing that gap is why I was brought on.

  • Users Leaving Mid-Task
    Mobile drop-off ran well above what the portal saw for the same actions.

  • Support Absorbing the Overflow
    Over 15,000 calls a month came from members who got stuck on the app.

  • Half the Portal Wasn't on Mobile Yet
    Several web portal features hadn't made it into the app, so agents had to switch back to desktop to finish the task.

Discovery

UX Audit & Key Findings

Before touching any screens, I ran a UX audit against NN Group heuristics and cross-checked it with two quarters of analytics and support ticket data. Four patterns kept showing up, and each one was quietly costing the business money.

Unclear Call-to-Action
"I wasn't sure if tapping that would submit my claim or just save it."
— Insurance Agent

About 3 in 5 users hesitated or picked the wrong action on core screens during user interviews. Second-guessing what a button does slows every client interaction and erodes trust in the tool itself.

Lack of Search Functionality
"It takes me longer to find the record than to actually do the work." — Support Staff

Finding the right plan took over 90 seconds on average. Instead of finishing on their phone, members gave up and switched to desktop.

Complex Navigation
"I know this feature exists somewhere, I just never know which menu it's hiding in." — Product Analyst

Users took 4 to 6 taps to reach screens that should've taken 2. Every extra tap meant more people abandoning the task, and abandoned tasks were flowing straight into support call volume.

Unclear Call-to-Action
"I wasn't sure if tapping that would submit my claim or just save it."
— Insurance Agent

About 3 in 5 users hesitated or picked the wrong action on core screens during user interviews. Second-guessing what a button does slows every client interaction and erodes trust in the tool itself.

Complex Form Structures
"On mobile I have to scroll left and right just to fill out one form. I'd rather just do it on desktop where I can see the whole thing at once." — Insurance Agent

Claims and enrollment forms had the highest drop-off in the app, around 40%. Biggest single driver of support calls.

Solution

Solutions Mapped to the Audit Findings

Each fix below responds directly to a finding from the audit. The goal wasn't a redesign for its own sake, it was to solve the specific problems agents were already running into every day.