Australian Unity aimed to refine its customer communications to enhance member understanding and engagement with the health insurance offerings, particularly around new digital tools and rewards programs.

The objective was to create clear, actionable and empathetic messaging that improved member engagement, streamlined access to benefits and encouraged digital interaction. The project focused on ensuring clarity and reducing friction in the communication of new services and rewards, particularly around member onboarding and self-service.

I followed a mature human-centered design approach, collaborating with AU Unity stakeholders and customers to understand the challenges and opportunities to optimise customer communication.

Qualitative research through participant interviews and testing, designed content that highlighted the benefits of Australian Unity’s health services, with a focus on Wellplan Rewards, optimised communication to encourage the use of digital self-service options, reducing reliance on customer support and promoting smoother access to services and rewards, Streamlined content flow to create a more intuitive and engaging experience for new and existing members, reducing confusion and improving trust.