Gaps in health care across regional Australia are an ongoing concern for communities. Deepend was engaged to research into people’s experiences and then to develop a new digital product that aims to help the health fund’s members access and navigate health care.
Following our insights gathered in the research phase, we helped the client prioritise their ideas and develop a product direction. From a variety of proposals they chose the idea of a preventative health app. Once the product direction was established, we designed the app from first principles to launch, scheduled for May 1, 2025.
Leading product design, I was instrumental in planning and delivering research, journey mapping, identifying possible future products.
Once the product to be designed was decided, I was responsible for creating personalised product logic, co-creating features and delivering complete experience design.
Phase 1: Research & Innovation
30+
Members interviewed
Exploring health journey experiences
6
Stakeholder workshops
Close collaboration from context to ideation
80+
Opportunities
From the immediately actionable to never heard
6
Product directions
Evaluated and prioritised using R. I. C. E. framework
Experience deep dive
Over 2 months of research, from category desktop research over stakeholder context to in-depth interviews with identified member cohorts, we investigated the health care experience of regional Australians.
Journey mapping
We mapped their journeys, with special consideration to showing how key opportunities arise from experience. Finalised maps are now proudly displayed at client offices.
From insights to features
From the many opportunities we identified, we generated 6 product ideas that were refined in co-creation with the client.
Phase 2: Product Design
We moved from developing a digital product strategy and early ideation to MVP product design. The idea the client decided to develop is centered around encouraging health fund members to stay on track with important health checks and taking up wellbeing programs that are part of their plan. In future phases the product will also allow bookings for health checks and earning rewards.
Co-creation
We ran a series of flexible co-creation workshops with the client team to guide them through decision-making for app features and business rules.
Experience design
I then wireframed all parts of the product so that the client team could quickly write copy and decide on content hierarchy.
Personalisation rules
Designing a system of rules for what content will be offered to which user set, based on their answers in an online health questionnaire.
Sneak preview of the final product design
