Health insurance can feel like a bundle of confusing options that don’t speak to individual needs, often leading young Australians to skip coverage altogether. HBF, a major health insurer, wanted to change this by creating a solution that makes it easy to see how different options align with real health needs, bringing simplicity and personalisation to choosing a plan.

Value in the Moment, HBF’s first service design initiative in their transformation program, introduced two key tools:

• Dynamic Value Tool: Allows users to adjust options like extras, excess, and coverage level, using claims data and personal health moments to show how coverage might play out in real life. This makes decision-making clearer, showing users the value of their cover as it aligns with their specific health needs and priorities.

• Value Conversation: Uses data-driven insights to present real-world scenarios, showing potential claims and outcomes based on individual health needs. For instance, users can see how a shoulder injury might be covered on different plans, helping them visualize how coverage will work in real life.

Role: Prioritisation workshop facilitation, service design blueprints, ideation and concept development, viability and feasibility validation, stakeholder interviews, UX flows and wireframes, user co-creation workshop