Australian Unity is Australia’s first member-owned wellbeing company, offering our members and customers health, wealth and care services. Utilising research and customer insights, I led the design of a new suite of digital services including a mobile app aimed at enhancing the wellbeing for Australian Unity members. Using gamification and rewards for completing activities and challenges, the app allows people of all ages and demographics to improve their wellbeing and have fun in the process.
Members can log their achievements and view progress on an interactive dashboard in the app that tracks improvements to their wellbeing over time. In conjunction with user researchers and detailed customer data, it allowed our team to prototype, test and design a user-centric mobile app.
The app measures a Member’s wellbeing using 7 key criteria that are backed by science and research through a partnership with Deakin University who work with Australian Unity to conduct the annual Wellbeing Index Survey that allows people of all ages to become invested in improving their wellbeing.
Initial discussions with the Australian Unity product and marketing teams were centred around their desire to better promote the benefits of monitoring your overall well-being and tie that into a rewards system. From these initial discussions, we worked with researchers to map out the user journeys for pathways in the mobile app to covert casual users into regular, engaged users by rewarding them for their behaviour within the app.
Analytics from the previous iteration of the well-being digital tool told us that close to 70% of traffic was coming from mobile and tablet devices so we decided to focus on building an enhanced native app experience for both iOS and Android platforms. This decision paid off with increased service reach for the new well-being platform and grew visitors and user engagement by 62% in the first 3 months of launching.
The mobile app encourages users to understand that wellbeing is more than just your physical health. It’s your standard of living and feeling safe in your home. It’s your personal relationships and being connected to your community. It’s about what you want to achieve in life, while having the security to get out and do what makes you happy. Put simply, wellbeing is your overall quality of life and how satisfied you are with your life as a whole.
© 2023 Travis White - User Experience & Product Designer.