Qantas Wellbeing
The Qantas Wellbeing App, offers you a fun, easy way to improve your health - and your points balance - just from doing everyday activities. Boost your motivation - and your points - by setting up challenges with your friends and family, then start walking, running, swimming and sleeping.
✏️ Role
Senior Product Designer. UX & UI. End to end.
Squad framework: Working together with Q Wellbeing App Product Owner, User Research, Android & IOs Lead Developers,
As part of Qantas Ventures (Insurance) led by Antonio Addario.
🚀 Output
Qantas Insurance: Feature launch. Case study below
Qantas Challenges: Feature enhancements
App & Website: Feature maintenance
App, Wellbeing dashboard: Blue sky exploration for user testing & development of future releases.
Develop & deliver Qualitative user testing sessions.
Case study
Surface Qantas Insurance.
UXD.
Wellbeing program for QFFs. Incentivise customers to stay healthy, body and mind. Rewards you with points for, walking, being active with friends, sleeping. Customers can tap into partner challenges and offers. Strong focus on retention, increased engagement and positive brand sentiment. Because of the success of the product, +100K Mau’s. We started to look at how we can encourage customers to get Qantas Insurance products.
The initiative: How can we surface Q Insurance in the App for both existing and prospect customers? More importantly, we would like to reinforce the concept of Wellbeing: Is not just about yourself but also taking care of your loved ones.
The opportunity: Increase awareness of insurance, value proposition and products. Increase leads. Surface insurance self service capabilities. Increase MAUs, enhance CX. Improve app navigation. Enhance CX.
Research: Current app data
Understanding what our customer are doing to date, engagement, behavioural patterns, trends. Segment customer types. Gather and analyse current app data.
By doing this in depth analysis I learn from our customers, in this case a key learning was to discovered that a high number of monthly active users where Qantas Insurance policy holders. This was fundamental to demonstrate appetite for this feature both from a customer and business perspective.
Research: Usability testing
I validated key hypothesis and concepts via usability testing, qualitative interviews and in app surveys. The aim is to draft a design solution rapidly to sense check it with real customers. Test, iterate, test, etc. And to continue to gather insights on how they engage with the app’s current feature.
It was surprising to discover that current Qantas Policy Holders did not know that the app currently offered self service features. Chatting to customers I discovered that they found our proposed feature delightful.
Key learnings:
Insurance tab?
All participants were positive about the addition of the feature. Were pleased to be able to manage all their products on the same spot.
Do customers self serve today?
None of the policy holders n=4 realised they could already access extras limits in the current app, but responded positively to proposed designs to manage policies from the insurance tab.
How might we convert new customers?
Participants responded positively to the points proposition for each insurance product, competitive price plus points very strong proposition.
Ways of working
I follow the double diamond creative process. The whole process is guided by customer activity, pain points and feedback. Agile methodologies. Research, Design, Learn, Repeat.
Inception phase: question and inform the product brief, set requirements, business objectives and get backing from the business to kickstart the initiative.
Research & discovery: Diverging. Testing strategy. Quantitive & Qualitative. Continue to refine data findings to support design thinking.
Concept: Draft hypothesis and validate with customers. Test, iterate, test, etc.
Define: Consolidate learnings, enhance designs. Play back to business. Get ready to roadmap.
Development: Technical Design for development. Build, test, iterate.