About the project

The Union health insurance company approached us to redesign their electronic form for registering new policyholders. The goal was to increase the percentage of successfully completed applications, reduce the number of users abandoning the form, and boost mobile conversions, which lagged behind desktop conversions. The original form mainly failed in terms of information architecture, with a confusing sequence of steps, particularly in more complex scenarios such as family reinsurance or foreign policyholders.

Through quantitative analysis of user behavior and interviews with policyholders, we identified problematic areas. Feedback particularly highlighted issues with the relevance and clarity of several form fields.

The redesign allowed us to simplify navigation, minimize process branching, and optimize the design for mobile devices. Our UI approach also incorporated the new visual style stemming from Union's rebranding. The result is a year-over-year increase in conversions of 110%.