UNIMED-BH

Context:

In 2020, Unimed-BH faced the challenge of adapting to the rapid digitization imposed by the global pandemic, especially in the healthcare sector. With the growing need for digital solutions, it became crucial to develop a portal that offered an optimized and intuitive experience for the cooperative's diverse audiences.

 

Challenge:

The challenge was to develop a platform that met the different needs of users, ensuring that the portal was accessible to all types of people, regardless of their age, social class, or familiarity with technology, in order to optimize engagement and also drive the use of online and in-person appointment bookings.

 

This challenge also involved ensuring that the new portal complied with the regulatory requirements established by the National Agency for Supplementary Health (ANS). This approach reinforced our commitment to the quality, safety, and transparency of services provided to beneficiaries, demonstrating our dedication to following the guidelines of the regulatory body.

 

Strategy:

Faced with this challenging scenario, Unimed-BH focused its approach on two fundamental pillars:

 

1. Acceleration of Digitization: With the pandemic and the emerging needs of the population, the digitization process became imperative. The status quo was no longer sufficient, and it was necessary to keep pace with the changes.

 

2. Agility in Digital Solutions: It was crucial to offer agile solutions that adapted to the new journey of our audience. As expectations evolved, our commitment was to stay ahead, adapting efficiently.

 

Data Collection:

Within this journey, we dedicated:

900+ Hours of Interviews and Data Analysis.

 

Building a solid knowledge base about the needs and expectations of our audience.

 

What We Achieved:

• Redesign of User Journeys: We redesigned the journeys of customers and non-customers, ensuring that their experiences were separated and thus more efficient and satisfactory.

 

• Updated Design System: We updated our design system to be data-driven, ensuring that every aspect of the portal was optimized based on new journey designs to meet the needs of different types of users.

 

• User Behavior Monitoring: We closely monitored user behavior to gain valuable insights that guided our decisions.

 

• In-depth Qualitative Interviews: Detailed interviews with a variety of profiles and clusters of different types of users (customers, non-customers, and market experts), ensuring a deep understanding of their needs and expectations.

 

Challenges Overcome:

Several aspects were readjusted:

• Hierarchical and Usability Restructuring: We improved the organization and usability of the portal.

• Visual Unification: We consolidated different visual identities for a consistent experience.

• Different Needs and Journeys: We created a portal that served both customers and non-customers.

 

Our strategy was user-centered and targeted:

• Identifying demands and difficulties of users.

• Simplifying navigation and information hierarchy.

• Enhancing usability and experience.

• Adopting responsive and modern design.

• Personalizing and segmenting content.

• Measuring the journey in qualitative-quantitative data.

 

Results:

The improvements to the Unimed-BH portal resulted in significant benefits for users and business objectives:

 

• Increased Engagement: The portal redesign drove a considerable increase in sessions from 2022 to 2023, indicating significantly higher engagement. This was achieved through facilitated navigation, simplified access to services, and clearer information, generating an engagement rate of 81.48%.

 

• Appointment Booking: Facilitated navigation and simplified access to services resulted in an 81.48% engagement rate for appointment booking, demonstrating satisfaction and extended interaction.

 

• Rising Organic Traffic: Organic traffic increased approximately 36 times, reflecting better visibility and accessibility of the portal. This demonstrates a substantial improvement in user experience and the effectiveness of the portal as a tool for accessing Unimed-BH services.

 

Additionally, a series of additional benefits were observed, such as an improved user experience, a considerable decrease in average browsing time due to process automation, increased accessibility to information, significant adherence to online services due to the intuitive interface, and an increase in customer acquisition sources, demonstrating the positive impacts of Unimed-BH's digital transformation in the healthcare sector.

 

Recognition for Excellence:

The project of the new corporate portal of Unimed-BH was recognized with the Aberje 2023 award, standing out as an exceptional achievement in the area of ​​business communication and digital integration. This recognition not only validates the quality of the work done but also reinforces Unimed-BH's commitment to staying at the forefront of digital innovations and effective communication.