This member-based health fund, eligible to parts of the community only, is operating in a rapidly evolving sector with heightened competition and increased expectations of digital experiences. A lack of investment in experience has become a risk to competitiveness to the fund, so Deepend was engaged to strategically bring the website to digital parity using a data-driven and user-centric approach. We focused on the prospect journey as proof of concept, using a two-phased approach that is currently being rolled out.
We collaborated with the fund’s team to create an optimised journey that aligns with industry best practices and user expectations, introducting rapid experiments and improvement frameworks to ensure measurable acquisition uplift.
Phase 1: demonstrating uplift
5% uplift
‘Quote’ conversions
Quick and agile experimentation resulted in refined UX/UI that maximises conversion in short term, prior to development effort.
10% uplift
‘Join’ completions
Improving clarity, setting expectations and refining experience created uplift in acquisition while still using the existing form.
>> uplift
Ensuring long-term improvement
Establishing a roadmap that drives long-term agility and iterative acquisition improvement sets the groundwork for digital parity.
Phase 2: getting to digital parity
01
Filling gaps in experience
Created pathways towards bringing experience up to best practice, ‘chunking up’ journey parts to enable staged delivery.
02
Leveraging off stronger data
Created pathways for continuous improvement via GA4 tracking and agile testing processes for future interventions.
03
Driving towards an ideal future
Leveraging user insights to ensure development effort is put towards the right improvement and planning for creating the ideal future.
Strategic, data-driven co-creation
A six-week discovery sprint using a collaborative model with a cross-organisational team assessed the effectiveness of the fund’s existing digital prospect journey.
Our approach combined qualitative and quantitative insights, competitor benchmarking, and real-time experimentation to inform a backlog of high-impact initiatives.
Stakeholder alignment workshops
A six-week discovery sprint using a collaborative model with a cross-organisational team assessed the effectiveness of the fund’s existing digital prospect journey. Our approach combined qualitative and quantitative insights, competitor benchmarking, and real-time experimentation to inform a backlog of high-impact initiatives.
User research and testing
Identifying key experience gaps and validating potential interventions.
Hypothesis-driven experimentation
Iteratively improving conversation paths and optimising core digital touchpoints, delivered in agile sprints.
Filling experience gaps
Leveraging off insights and hypotheses created in the strategic phase, we moved towards creating an ideal future, designing small-scope itemised parts of the future journey and refining them with experimentation.
Driving towards an ideal future
During the first phase, we had increasingly pointed experiments towards an ideal future. In phase 2, I designed a prototype to take the ideal future we all believed in to user testing. Because the continued experimentation established some guardrails already, we were able to scope a lean test with parts of the overall acquisition journey already proven and under development.
