Healthslips

project overview

Healthslips is a new-to-market health insurance comparison calculator and marketing website. They needed to refine and validate their customer journeys and apply UX best practices, WCAG accessibility standards along with improving and consolidating their vast, and quickly aging design system in Figma.

project type

UX Research & Design
Health insurance comparison Web App Calculator + Website

year

2025

role

Lead Product Designer

client

Healthslips

The Problems & Opportunities —

Low end WCAG accessibility standards, upgrading to AA
Low conversion/enquiry metrics
No JTBD, Personas or Journeys
Dev led MVP prototype, required UI standards & implementation
Design system upgrade to tokens and advanced components
Dated single layer IA navigation
AI Assistant feasibility study and strategy

My role as Lead Product Designer. I worked end-to-end across problem framing, data analysis, stakeholder alignment, interviews, accessibility improvements, calculator flow optimisation, UI refinement, prototyping, managing a UI designer and launch.

The team —

CEO
COO
Lead Product Designer (Peter)
UI Designer
Email Marketer
2x Engineers

Healthslips calculator website Before the UX design & UI audit

Healthslips calculator website After the UX design & UI audit

Approach —

Competitor landscape & heuristic evaluation
Prioritisation of insights & changes with stakeholders
7x 1-on-1 moderated usability tests & interviews
1. Insight synthesis and prioritisation from interview data
2. Perceived Usability & Trust Score calculated
3. Applying changes to design from insights
4. Briefing developers on UX / UI changes
3x Conversion Experiments (ongoing)
- MS Clarity & Clickmap recording insights
- Experiment learning backlog
Mega menu IA strategy for website, design, prototype & ship.
Variable-based design system creation and management for both the website and the calculator

Healthslips MVP calculator website Before the UX design & UI audit

Research insights —

Policy comparison: Users found it difficult to identify meaningful differences between policies, particularly across long lists of inclusions. Several overlooked the existing “Show differences” control or expected differences to be highlighted automatically.

Product decision: We redesigned the comparison tray to make navigation clearer and bring policy differences to the foreground.

Value: Reduced the effort required to compare complex policies and helped users reach a more confident shortlist.

Healthslips calculator homepage After the UX design & UI audit

Research insight —

Reviewing Results: Users wanted to understand a policy before deciding whether to call, enquire or continue to an insurer. The original results-card actions did not clearly support this progression.

Product decision: We reworked the card hierarchy around a clear Policy Details action, alongside more explicit next-step CTAs.

Value: Created a more natural path from browsing, to understanding, to taking action, while supporting both customer needs and business conversion goals.

Results —

Overhauled the UX & UI of the dev-led MVP product
Accessibility - WCAG 2.0 standards improved
Improved design / engineering efficiency with team
New navigation and filters bar for dev-led calculator 2.0
Improved many UX journeys & tools from testing & experiment insights
1. Navigation
2. Reducing jargon, introducing tool tips
3. Micro-commitment sticky CTA
4. Policy modify 'Extras Consolidation' feature
5. Filters search options overhaul
6. Save & email feature
7. Existing policy compare feature
Perceived Usability & Trust Score - 80/100
BETA Calculator Product shipped — Live July 2026
1. Conversion metrics - Ongoing Experiments & iteration rounds