Global Insurance Provider | STAR
Mental health and well-being platform
My contribution: User and customer research | UX strategy | Go to Market strategy.
Background:
A global insurance provider was navigating a post-pandemic shift in consumer expectations, one where people increasingly expected their insurer to support their wellbeing.Mental health was the most urgent and least served part of that picture.
With no digital offering in this space, the insurer engaged STAR to design and validate a scalable mental wellbeing platform which was their first initiative in a broader prevention and awareness strategy.
Challenge:
The ambition was clear, but the execution faced significant hurdles. Any viable solution had to function across multiple markets and languages and integrate with specific third-party content partners, while genuinely resonating with end users. Balancing these requirements necessitated a structured design process and meticulous alignment between the client, integration partners, and go-to-market stakeholders.
Solution:
The project resulted in a validated MVP concept for a web-based mental wellbeing platform that provided a range of features, including an interactive self-assessment to establish goals and wellbeing scores, a comprehensive library of self-guided programs, and direct access to live counselor support.
Outcome:
The design phase delivered a product solution validated by end users and B2B partners alike, providing a credible, user-grounded foundation for the build phase. Alongside the high-fidelity design, the project produced a phased MVP build plan, an integration partner framework, and a post-MVP roadmap for geographic expansion. This comprehensive strategic package allowed the client to transition into development with total confidence in their market fit and technical scalability.