SingleCare
Built a new health insurance product from zero to one
SingleCare is a health insurance company committed to simplify the healthcare experience for patients and make it affordable.
The Opportunity
Due to the complexity and exorbitant pricing of insurance in the healthcare system, the users struggle to find a low-cost healthcare insurance product that involves fewer approvals and paperwork.
The Solution
We designed a custom, easy-to-use healthcare insurance product from scratch and helped lay the foundation for Singlecare to evolve as a trusted brand, which allowed the users to focus on their health rather than dealing with insurance pains.
The Impact I Created
As a Creative Director, I worked with the Executive Product Director and had a 5+ member in-house design & product team and external service providers.
What was accomplished
Created the foundational product that eventually grew @ 0.12% monthly in 5 years to have 8M+ web traffic & 158,000 app downloads, partnering with 35,000 pharmacies since its launch
In less than a year of launch, SingleCare streamlined and made healthcare more accessible, serving over 7,000 Pennsylvania residents who faced affordability challenges or coverage gaps.
In less than a year, the company grew its Pennsylvania network to more than 4,400 healthcare providers, including doctors, dentists, chiropractors, mental health specialists, and pharmacies.
Built the product right from scratch at Leob Labs, NY, by helping SingleCare establish itself as the big brand it is today, resulting in millions of customers & growing to 150 employees
Helped build a unique brand image in the crowded health insurance space at launch
Improved user delight with a product interface by facilitating their tasks like finding a doctor that accepts low-cost health insurance
Laid a strong foundation for solid brand design language within the organization
How I helped accomplish it
Led and drove branding ideas, solutions, and product innovation ideas and assisted with their decisive action
Designed and developed a product of highest quality standards with a cross-functional, including product and engineering team
Collaborated with company’s Head of Product to define and improve product vision and value proposition
Developed innovative design solutions to continually raise the bar on functionality, flow, consistency, usability, and simplicity
Delivered high-fidelity concepts aligned with brand guidelines and best digital design practices
What We Did
This project is where you can see 'Joyful Design' being experimented with in various branding explorations, which helped influence the look and feel of the product and the final brand execution.
In this project, we covered branding, websites, web apps for doctors & patients, mobile apps, etc. Do take a look at some key product screens here that I have posted to help provide the flavor of the product created.
Mobile and watch app
This mobile app we built made getting to a doctor painless for the users. The patients also did not have to carry their insurance cards with them anymore.
Branding
I started the brand design work by first discovering what exactly SingleCare is, why it exists, and what makes it different and then developed its unique identity, defined the brand purpose and behaviors, and expressed these through every touchpoint.
I did a personal exploration of this brand identity to validate my joyful design philosophy and see how this identity can manifest itself across print, social, outdoors, and industrial products.
Brand Essence: Sensible Healthcare
Brand Benefits: Discounted, Ease of Use, Accessible Anywhere, Single Payment Source.
Brand Personality: Empowering, Practical, Approachable, Straightforward, Detailed, Compassionate, and Honest.
Logo inspiration: Apart from exploring joyful colors, I zeroed in on circular shapes to express the character of the brand. Circles are naturally occurring shapes, unlike rectangles. So they have a smaller visual cognitive load.
Design explorations to extend the brand language
Instagram contest: Post a picture that reminds you of our SingleCare logo, and you could receive $100 off your next doctor visit. Use #singlecare to enter the contest. See singlecare.com/contest for details.
SingleCare-Mat is a behavior-inspiring tool for the healthy lifestyle of customers.
Using advanced sensor technology and an innovative LED lighting system, SingleCare-Mat does Guided Yoga, Pilates, or Thai Bo classes and detects when users are out of alignment.
Gives the users real-time feedback on how to correct their pose.
Sophisticated sensors recognize movement and record pressure exerted on the mat, enabling accurate detection of the user’s body positions and natural weight shifts.
An accompanying mobile app tracks and analyzes each exercise regime, providing the user with feedback that can be easily shared directly with a personal trainer or broadcasted on social media.
Made of eco-friendly shear wool, it has no wires, no plugs & no awkward connections. Everything is wireless and effortlessly simple.
Key Takeaways
Functionality relies heavily on the visual economy
Many times, aesthetics are ignored in the initial product versions to focus on functionality. A good design is a balance of both beauty and utility, form and function that results in empowering the user. Beauty in design is the first and strongest signal of respect and worth to the user.
Products can be sold, but brands help earn loyalty
This product had hundreds of screens and flows. A good product designer should have deep branding knowledge so that product design can deliver on the brand promise.
Building from scratch can be challenging but a rewarding process
Creating something from nothing is the hardest and the most exciting part of the design. It helped me set the design agenda for both: the brand and the product.
What people I worked with have to say
“Himanshu was a very thoughtful and creative asset for us in a critical phase of development. He helped establish the visual identity for the new healthcare service and designed key marketing and transactional pages. He's very responsive and talented.”