Creating a user-friendly
app design for Plum
Plum, an insurtech company, is shaking up employee health insurance. They specialize in distributing and customizing group health plans for businesses, from large corporations to startups.
- Insurance
- App design
- Iconography
- Illustration
- User Experience
- User Interface
- User research
Plum enables companies to customise health insurance plans for their teams, simplify enrollment, and enhance employee well-being through integrated wellness programs. To bring this vision to life, they partnered with Brucira to design an app that’s intuitive, seamless, and user-friendly.
Recognising the growing trend of direct-to-employee (D2E) insurance, Plum approached Brucira to craft a user-centric product design that fosters long-term employee relationships and encourages engagement through wellness initiatives.
Brucira collaborated with Plum to address these goals, creating a product that streamlines the insurance experience while paving the way for a successful D2E future.
Our redesigned product experience for Plum also won the Marketers’ Xcellence award for the Best App Design in 2022.
Plum’s vision for their employee health insurance app presented a unique design challenge: crafting an interface that was both incredibly intuitive and user-friendly, while simultaneously accommodating a comprehensive suite of features. The user experience needed to seamlessly guide employees through the enrollment process and various functionalities, all while maintaining a delightful and engaging aesthetic.
Striking the perfect balance between offering all the necessary features and ensuring they were easily discoverable within the app emerged as a key early hurdle.
We employed a user-centered design process, divided into three distinct phases, to ensure the Plum app catered effectively to employee needs.
The first phase focused on empathy and user research. We conducted activities to identify user pain points and frustrations related to employee health insurance enrollment and management. These insights were then translated into a clear problem statement, keeping the user’s perspective at the forefront. This phase fostered a deep understanding of user needs, motivations, and challenges, laying the groundwork for a user-centric design solution.
The second phase involved creating customer journey maps and sitemaps. These tools helped us visualize the user’s emotional state and key questions at each touchpoint within the app. We then mapped out various user flows, detailing the steps users would take to complete specific tasks. This process facilitated the clear definition and prioritization of the app’s features.
The final phase focused on prototyping and user testing. Following user testing and refinement, we further enhanced the prototypes by incorporating UI elements such as typography, illustrations, animations, and other visual design details.These high-fidelity prototypes not only provided a realistic experience for user testing but also showcased the final visual direction of the app.
Furthermore, a well-stocked component library offers pre-built UI components in various states (e.g., normal/pressed buttons) for efficient development. By prioritizing visual ergonomics, the design system benefits both user experience and future scalability.
Beyond mere icons and illustrations, we crafted a unique visual language specifically tailored to the brand.
These custom illustrations played a central role, clearly communicating the message in an engaging way. We then took them a step further by adding animation, transforming them into a dynamic storytelling experience. This captured the audience’s attention and also effectively informed them about the brand, leaving a lasting impression.
The Plum app redesign received high praise from the Plum team for its seamless user experience, guiding employees effortlessly through enrollment and functionalities. The lively illustrations and icons added a unique, engaging aesthetic, making the app both intuitive and enjoyable to use.
This enhanced visual appeal, coupled with a smoother process, significantly boosted user retention and overall satisfaction, strengthening the app’s impact.
Our Role
Our role was to design an easy-to-use app for Plum that made insurance simple and encouraged employee wellness.
Product Design
Content
