HCF Quote flow
HCF is Australia’s largest not-for-profit health fund, trusted by millions of members to provide affordable and reliable health insurance.
Client
HCF
Role
UX/UI Design Prototyping
Collaborators
Lead UX, In-house designer, FE Developer BA, PO
Duration
5 months
The Challenge
HCF’s existing quote flow suffered from high cognitive load and industry-heavy jargon, leading to significant drop-offs at the selection stage. Users felt overwhelmed by the technical distinction between 'Hospital' and 'Extras' covers, resulting in decision paralysis.
Ideation & Wireframing
• Mapped out the current vs. ideal user journeys. • Explored different flow structures to reduce friction. • Designed wireframes focusing on clarity, hierarchy, and decision support.
Validating the Journey
With the flow architecture defined and key screens wireframed, we moved into mid-fidelity prototyping in Figma. I built a fully interactive end-to-end prototype of the quote journey, simulating real user interactions across both desktop and mobile breakpoints. This allowed us to pressure-test the experience before any development investment, surfacing edge cases and interaction nuances that static wireframes alone wouldn't have revealed.
The redesigned quote flow
Simplified steps so users could see progress and understand where they were.
Clearer information hierarchy with visual cues to support decision-making.
Plain, user-friendly language replacing industry jargon.
Leveraged HCF’s design system to maintain consistency across components and ensure a cohesive user experience.
Created and documented new components
Results
The redesigned quote flow delivered a measurable improvement in online conversions.
By reducing friction across each step of the funnel and making the experience more intuitive for users comparing health insurance options, HCF was able to move more prospective members from consideration to completed quote
-
0
%
Drop-off Rate across the quote funnel
+
0
%
Quote Completion Rate on mobile devices
-
0