Healthyx is a new health insurance company starting up in Dubai, catering to both B2B and B2C users.
My brief was to build a website from scratch that can be easily used by all target users to learn about the insurance products offered, make an informed decision and get a quote.
Contract:
My roles:
4 weeks
Web
UI Design
UX Design
Branding
Discover
Healthyx provides health insurance products both for businesses and individuals. So my initial challenge was understanding the needs and pain points of each of these users.

To do this I interviewed a small sample of Healthyx's B2B clients and sent a survey to B2C users. I gained insights such as B2C users referred to a more emotional experience when looking for healthcare policies, saying they can feel overwhelmed by complex technical language, and that their main concern is that their insurance cover is sufficient for all likely medical needs.

B2B users were more driven by practical considerations and expressed that it was important to understand how quotes were calculated and which policies returned the best value for their businesses.
Ideate
To ensure the smoothest journey for each user, I reviewed the website content and built the information architecture around three main categories. Content for businesses, content for individuals, and content that applies to both.

For context, Healthyx has five insurance products, all of which are available to businesses (B2B), but only two of which are available to individuals (B2C).

To make it clear to the user where they can find the correct information for them, the top menu navigation is simply divided into plans (A.K.A policies, but using gentler language) information for businesses and information for individuals.

To make the it clear to the user which information they are viewing and if it applies to them, B2B and B2C content have distinctly different colour schemes. On any functional page such as finding a plan or getting a quote, there is a toggle at the top that lets you know where you are and easily allows you to switch between audiences.