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Creating a personal assitant when sorting your heatlhcare.

In Indonesia, with a population exceeding 273 million people, healthcare and insurance have traditionally been highly personalised, face-to-face experiences. From booking hospital appointments to purchasing health insurance, users were accustomed to in-person interactions. However, the COVID-19 pandemic accelerated digital transformation, forcing businesses to pivot and modernise their services.

Vida, a healthcare provider under MultiPolar Healthcare, saw an opportunity to redefine its brand and services by launching a fully digital healthcare and insurance experience. With a mobile-first audience, particularly among young Indonesians under 30, Vida needed an intuitive, user-friendly mobile app that would make health insurance and claims processing seamless.

The goal was to develop a modern, accessible, and legally compliant mobile app that would allow users to:

• Easily register and onboard into the insurance system.
• Access and manage healthcare plans, including Inpatient, Outpatient, Maternity, and Dental coverage.
• Submit insurance claims digitally, reducing friction and making processing faster and more efficient.
• Navigate a regulatory-compliant system without feeling overwhelmed by complex legal documentation.

Vida partnered with Accedo to lead the UX/UI design, user research, content strategy, and digital branding for the new mobile app.

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"Knowing Accedo's expertise in Digital Product Development, Vida engaged Accedo’s design services to work with us. Both teams worked closely in defining our go-to-market design approach, particularly on User Experience. Accedo brought their best practices and vast experience, while Vida provided local market insights. Together, we built a world-class healthcare app that successfully launched into the market. It’s been a fulfilling experience collaborating with Accedo."‍

Argi Karunia, CTO, Vida

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Approach

To ensure a frictionless user journey, we began with an Accedo-facilitated discovery workshop, working closely with Vida’s stakeholders to identify key user pain points. Based on our research, we focused on onboarding and claims processing, as these were major barriers to adoption and retention. The goal was to simplify these flows, making them as intuitive as possible.

As the Project Manager, Lead UX/UI Designer, and Content Strategist, my role spanned:

• Conducting user research to understand Indonesian users’ expectations and pain points with digital health insurance.
• Leading strategic workshops to define the site structure, wireframes, and customer journeys.
• Designing a highly intuitive UX/UI, ensuring that the registration, claims, and policy management processes were seamless.
• Creating a responsive design system, making the app visually engaging, compliant, and scalable.
• Writing clear, accessible content, ensuring legal and policy terms were easy to understand for users.
• Collaborating with developers and backend teams, ensuring the design system aligned with technical capabilities and API integrations.

To enhance usability, we introduced:

• A modular, card-based UI that made navigation intuitive.
• Soft, approachable color palettes and typography, reinforcing trust and accessibility.
• Clear micro-interactions and animations, guiding users through complex processes in a simple, digestible manner.
• Personalized dashboard and filters, allowing users to see their coverage, claims, and medical history at a glance.

As most healthcare and insurance platforms in Indonesia were not optimized for mobile, we placed a heavy focus on responsive design, ensuring users could access all features seamlessly on any device.

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What I did

• Led the project from end to end, managing design, user research, and stakeholder communications.
• Designed a user-centric interface, ensuring Vida’s platform was intuitive, engaging, and legally compliant.
• Created wireframes, prototypes, and final UI designs, balancing functionality with visual storytelling.
• Developed a content strategy, ensuring policy information was clear, concise, and user-friendly.
• Worked with developers to optimize API calls and backend functionality, ensuring real-time updates and data accuracy.
• Integrated animation and micro-interactions, enhancing user engagement and experience.

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The result

The Vida Healthcare app successfully launched in the Indonesian market, positioning itself as one of the most accessible and user-friendly digital insurance platforms in the country. Users could now register, manage policies, and submit claims seamlessly—all through their mobile devices.

The app’s refined onboarding process and simplified claims system helped increase adoption and engagement, addressing previous pain points in the traditional insurance model. By integrating thoughtful UX design, content clarity, and scalable digital solutions, we enabled Vida to successfully transition into the digital healthcare space.

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