Redefining how banks support communities with CommBank
→ Case Study
Westfund
Better health cover for regional Australia.
Digital Design, Web
Westfund is a leading Australian regional health insurer. They’re a not-for-profit, who provide coverage specifically designed for those living in regional areas.
Over 14 weeks, we designed & launched a new website to help regional residents find the right health cover for them, and support them to make the most of it.
Time
14 weeks
Prototypes
4 Divergent Opportunities
Validated With
30+ Customers
The problem
Westfund’s mission is to be the leading regional health insurer in Australia.
A fragmented, hard to understand experience led to people following the path of least resistance — purchasing health cover from a non-regional provider.
Their legacy online experience left potential new members unable to join without support from the team.
Hard to buy. Hard to find answers. Impossible to stay relevant.
“We effectively started from scratch. Rebuilding our customer facing digital ecosystem in its entirety in 14 weeks was an ambitious project.”— Jon Goodgame, Westfund
The solution.
Over 14 weeks we launched a new website that was;
Clear comparisons, simple guidance, and a clean, intuitive interface makes it easy for people to understand what’s right for their situation.
We reframed support content to align to the questions people have, not the way the business thinks about them. Simple, plain-english answers and step-by-step signposting means people can quickly get help, without having to pick up the phone.
A modern CMS, with modular design patterns makes it easy to update and adapt to new customer needs, without requiring a larger team.
“We effectively started from scratch. Rebuilding our customer facing digital ecosystem in its entirety in 14 weeks was an ambitious project.”— Jon Goodgame, Westfund
The impact.
We delivered real change for Westfund, and their members.
Since launch;
New signups are up 34%
Assisted signups are up 6.8%
Support calls are down
For members, this means it’s easy to understand what coverage I need — and get my questions answered over time.
For Westfund as a whole this transformed Westfund’s approach to technology — instilling a culture of customer testing and rapid iteration.
This allowed them to understand and meet what members truly want. Reinforcing their position as the lead health insurer for regional Australia, and keeping pace with competitors.
“We effectively started from scratch. Rebuilding our customer facing digital ecosystem in its entirety in 14 weeks was an ambitious project.”— Jon Goodgame, Westfund
