Swiss Medical Insurance. Self Management App

Designing a health insurance app to improve autonomy, accessibility, and scalability.

Role

Product Designer

Industry

Health Insurance - B2C

Duration

6 months

Year

2020

Swiss Medical is one of the largest private health insurance providers in Argentina.

The existing app was limited and fragmented. It did not support the growing demand for digital self-management and failed to address the needs of a diverse user base from young adults to elderly users with low digital literacy.

The company decided to rebuild the app from scratch and design it end-to-end.

The challenge was not only functional expansion, but structural simplification and accessibility at scale.

Results

Design the app end-to-end, transforming it into a complete self-management platform
Improved clarity and usability across a wide age range (18–80 years old)
Validated accessibility through four testing rounds, including two focused on users +60
Increased digital autonomy in appointments, studies, prescriptions, and coverage management
Established a scalable product foundation aligned with executive vision

Goal

Transform the app into a robust self-service ecosystem
Simplify complex healthcare processes into guided digital workflows
Ensure usability for users over 60
Align product experience with long-term business strategy
Create a scalable foundation for future growth

Role & Responsibilities

As Product Designer, I led the end-to-end product design process.

I defined the information architecture, core workflows, and interaction patterns, translating complex healthcare operations into structured, intuitive journeys.

I worked closely with the Swiss Medical internal team and validated strategic decisions directly with VP Facundo Belocopitt, ensuring alignment between UX direction, executive priorities, and long-term product vision.

I also led accessibility validation efforts, conducting four rounds of usability testing — including two synchronous sessions with users over 60 — to refine clarity, readability, and flow comprehension.

Process

Research & Definition

Conducted user research and stakeholder alignment sessions. Audited the existing app and defined the new product architecture and core self-management pillars.

Structure & Design

Designed end-to-end user flows, simplified complex healthcare processes, and developed wireframes and full UI across the app. Defined a scalable visual system and reusable components.

Validation

Ran four usability testing rounds, including two synchronous sessions with users over 60. Refined hierarchy, readability, and interaction patterns based on findings.

Key Learnings

Designing for a wide age range requires radical simplification and strong hierarchy.
Accessibility improvements elevate usability for all users.
Rebuilding from scratch enables structural improvements incremental redesigns cannot achieve.
Executive alignment strengthens long-term product impact.
In healthcare, trust and clarity drive adoption.