Care Benefits Platform

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Leading design to unlock new market opportunities

User Perspectives

Employees are unaware of their corporate benefits

Corporate employees often struggle to access information about their benefits, which their employers pay for. Raffles Medical Group, a strategic partner of Care, faced overloaded call centers due to numerous inquiries from corporate clients’ employees, leaving them unable to easily understand or utilize their benefits.

Company Objectives

Care's pivot to B2B2C

As the pandemic waned, Care could no longer rely on COVID-19 tests and vaccinations for revenue. To adapt, they aimed to expand into corporate services, helping employees access and use their company benefits.

Solution

Employees are now making the most out of their plan

Care launched a new platform enabling employees of corporate clients to view and use their benefits, file expense claims, and access Care’s ecosystem of services and wellness programs.

Team & Role

Design Lead

alongside a cross-functional squad of PMs and engineers

Client

Care

Health-tech startup providing medical services such as teleconsultation and vaccinations

Duration

May 2022 to Sep 2023

Location

Singapore 🇸🇬

+6

corporate clients onboarded

major corporate clients

~15k+

enrolled employees
and dependents

enrolled employees and their dependents

enrolled employees and dependents

15x

post-COVID monthly active users

new wellness partners

View solution

PROCESS

The Process

Process

Complexity Challenge

Creating a new strategy to acquire more users

This project marked Care’s pivot to a B2B2C platform, serving as a gateway to services like teleconsultation, health screenings, and tests. The shift required addressing diverse personas with unique needs while managing the complexity of varied corporate plans. A flexible system to accommodate all these variations was crucial.

Research

Employees must be encouraged to use their corporate plans

Before this, I had little insight into the procedures HR teams follow to support their companies and employees. Leading user interviews with HR staff and employees gave me a deeper understanding of corporate processes—from budgeting and forecasting benefits to the frequency of employees presenting insurance cards at clinics. Many employees were unaware of their benefit coverage, and filing claims was a cumbersome process for them.

A research presentation slide showing interviewee profiles, common complaints about benefit processes, and notes on user experience regarding reimbursement timelines and document requirements.

I organized 8 initial user interviews that revealed key employee concerns.

Multiple mobile screens and a detailed benefits document show outpatient plan options, including general practitioner and specialist services, highlighting co-payment terms and coverage limits. A diagrammatic representation on the left details benefits by type.

In my research, I found that insurance companies focused solely on listing benefits, while medical apps prioritized promoting their own services to corporate clients. No platform combined both approaches.

Displays early-stage sketches and wireframes for different sections of the healthcare benefits app including membership landing pages and benefit details.

If you think it’s messy, it’s because of the many working relationships I interacted with. I worked with the squad to build the platform, client-facing teams to understand needs, and top management and partners to pitch the app. Central to it all was close collaboration with the product trio.

I collaborated with designers in the corporate tribe and the entire product and design teams to ensure my designs aligned with the existing app, ensuring tight integration for the platform.

As a designer, I turn abstract ideas into tangible artifacts for discussion. These early designs were scrapped as I realized that corporate clients needed more features—simply displaying benefits wasn’t enough.

STAKEHOLDER MANAGEMENT & COLLAB

Driving the project forward by concretizing the abstract

I held regular meetings with various stakeholders, transforming an abstract idea into reality through sketches, mockups, and prototypes. Presenting tangible concepts proved effective for validating the app’s direction and aligning the project.

As a gateway to our platform, the project required a holistic understanding of the entire product for seamless integration. I collaborated with other teams to address disjointed experiences and ensure a cohesive user journey.

HANDLING COMPLEXITY

Adding more features while maintaining simplicity

To support added capabilities for corporate members, I updated the screen navigation and conducted multiple rounds of usability testing to ensure features were accessible as we scaled.

Screenshots of mobile app interfaces showing the process of CSV file uploads for membership invitations, alongside welcome messages sent via email and SMS to new members.

I analyzed various corporate plans to determine how best to present them in the app. Here’s how I designed a long list to appear clear and manageable.

As we added features based on corporate client feedback, earlier designs struggled to handle the growing complexity, leading to emerging issues.

Unsatisfied, I started a new version to improve scalability. Dumping all features on one screen felt overwhelming, so I reorganized the plan information using tabs.

For visual design, I experimented with gold highlights to convey exclusivity and colored backgrounds for customization, but these clashed with clients' branding.

Screenshots of a mobile app displaying membership plans with various benefits and flexi credits, including navigation issues and clutter in design that can confuse users.

I designed onboarding flows using SMS, email, or staff-uploaded CSVs to cover most client use cases. This ensured employees could onboard their plans easily and begin their journey seamlessly.

A progression from rough sketches to more defined wireframes for a membership app, showing the user interface design process with emphasis on usability and layout improvements.

Another set of projects in of themselves, I worked closely with the engineers and product manager to connect the app and dashboard

MANAGING MULTIPLE PERSONAS

Building tools to help HR support their employees

Research showed HR staff needed tools to monitor and encourage employee benefit usage. I designed features for enrollment tracking and usage insights. To ensure inclusivity, we enabled onboarding via SMS or national IDs for companies with older, less tech-savvy employees.

I also worked on internal tools for HR staff to configure the corporate plans displayed to employees, ensuring they could handle various benefit types.

A screenshot showing the previous interface of a teleconsultation app, emphasizing a queue-based system and highlighting various interface problems such as a disorganized hierarchy and excessive prominence of rarely used features.

This is a high-level overview of the platform along with how it connected to other parts of the app

SOLUTION

The Solution

SOLUTION

New Features

A brand new platform for corporate clients

A set of features in the app specifically for corporate employees and their dependents where they can use their employee benefits like teleconsultations and health screenings.

Side note: The visuals presented here have been redesigned to reflect my current design approach and may differ from the original.

A detailed mobile app screen displaying an e-card for "Alex Lim" with a clear view of benefits under the ACME membership plan, including specific outpatient plan coverage amounts.

Employees can show their e-cards to panel clinics for free in-person doctor visits

A mobile app screen showcasing an ACME membership with tabs for benefits, flexi, claims, and eLOG. The page details outpatient plans, including general practice and specialist coverage amounts, and lists various primary care benefits like teleconsultations, visits to GPs, and TCM.

Corporate members and dependents see the full list of benefits in the app

This screen displays the flexi benefits tab of the ACME Membership app. It shows the amount of flexi credits remaining and lists different claimable items like alternative medicine, dental care, gym memberships, and holiday reimbursements.

Flexi benefits are allowances that employees can avail

A view of the claims tab in the ACME membership app, detailing balances for general practice and specialist visits and displaying the status of pending claims.

Employees can file claims through the app

Shows the eLOG section of the ACME Membership app, listing inpatient service requests with their statuses, such as 'In Progress' or 'Approved', including service costs and the hospital or location.

eLOGs (electronic letters of guarantee) can be requested prior to a medical procedure

The perks tab on the ACME membership app, displaying categories like mental health, fitness, nutrition, and healthcare. It also highlights recommended exclusive offers on products and services like skincare and fitness classes.

Our wellness partners also provide health-related perks to our corporate members

RESULTS

The Results

Results

Benefits for all

Aside from the day-to-day design, I also worked on pitches, prototypes, user guides and onboarding emails.

We built several prototypes for customized for each major partner we pitched to. We have onboarded multi-national corporations and small & medium enterprises alike. Their employees can now easily find their corporate benefits.

15x

post-COVID MAUs

new wellness partners

+6

corporate clients onboarded

corporate clients onboarded + 6 more to come

~15k+

enrolled employees
and dependents

enrolled employees and their dependents

REFLECTIONS

Reflections

Leading design as an IC

I did not have any direct reports but I was spearheading design efforts for this B2B2C effort at Care as an individual contributor (IC). I made sure our approach for the corporate space was well-executed as we were targeting high-profile multi-national corporations.

The challenge was that I knew little about this space, aside from using my own medical benefits as an employee. Gaining context was crucial, and I had to connect the dots between the relationships of medical groups and companies who avail their services.

We started by offering services already available in our app, but companies needed more. The platform grew increasingly complex as we expanded it to support claim-filing, wellness features, and eventually a full-fledged system storing all employee benefits. As features accumulated, the app became cluttered, so I took a step back to reorganize the information architecture.

Working in the unknown, with only abstract ideas of what customers truly wanted, I used design to solidify these concepts. Mockups and prototypes became essential conversation tools to identify what worked and refine what didn’t.

SQUAD

The SQUAD

SQUAD

Product Manager

Thaqifah Tata

Technical Lead

Luis Nguyen

Scrum Master

Son Doan (Levi)

Software Engineers

Trang Nguyen

Tien Pham

Alienor Nguyen

QA

Toni

UX Writer

Abigail Ong

“

Keith consistently demonstrated exceptional creativity and technical proficiency...

...making significant contributions to the success of our products. His deep understanding of user-centered design principles was particularly evident in his key design lead role for the Memberships features tailored to our B2B clients.

Kwok Quek Sin

Chief Executive / Product Officer, Care & Chief Digital Officer, Raffles Medical Group

Singapore 🇸🇬

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