Global Insurance Provider | STAR

Mental health and well-being platform

Product discovery.

Context:

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, they engaged STAR to design and validate a scalable mental wellbeing platform, the first initiative in a broader prevention and awareness strategy.

Any solution had to work across multiple markets and languages and integrate with carefully selected external content partners.

Solution:

A validated MVP concept for a web-based mental wellbeing platform through a four-step design phase.

The multi-phase project combined competitor analysis with platform capability assessments, in order to build a range of technically feasible high-fidelity prototypes that were validated through extensive user and go to market partner interviews.

Core Feature Sets

  • Interactive Self-Assessment: A sub-three-minute quiz yielding a personalised wellbeing score across Lifestyle, Body, and Mind. This engine builds the user profile and drives all downstream personalisation.

  • User Profile & Goals: A dedicated dashboard where users set and track goals (e.g., stress, sleep, anxiety), putting them in the driver’s seat of their own mental health journey.

  • Self-Guided Programmes: Personalised exercises, meditations, tips, and resources dynamically triggered by the user's goals and assessment results.

  • Discover Library: A curated repository of articles, videos, and podcasts designed to raise awareness and reduce stigma, serving as a low-commitment entry point.

  • Meet Counsellors: Users can book certified counsellors from a global network, filtered by language and specialism via text, video, or call, supported by regular check-in callbacks.

  • Help Line & Emergency Support: A dedicated, 24/7 channel connecting users directly to trained specialists for crisis moments.

Impact:

The design phase delivered a validated product concept with strong resonance among both end users and B-partners, a phased MVP build plan, a partner integration framework, and a post-MVP roadmap covering product evolution and geographic expansion.

My Role

I led strategic aspects to the project, facilitating the end-to-end process from user and partner research through to validated product concept.

My contribution spanned defining the research approach, facilitating joint workshops with the client and integration partners, shaping the product experience architecture and MVP strategy, and ensuring the output was grounded in genuine user and partner insight.

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