Our goal was to align with the business strategy of CrowdHealth and give users a reimagined, trustworthy experience that changed the way they paid for healthcare. People are used to traditional paperwork, ID cards, claims and language tied to healthcare. Through in-depth market research and competitive analysis, we helped identify key pain points like signup, pricing, customer support and transparency in the health insurance process, with the intention of creating a completely different experience for CrowdHealth users.

With the mobile app being one of the primary ways for CrowdHealth to establish trust with users, we focused on clear microcopy and UI to help introduce the brand and CrowdHealth model of care and payment to new users. We took something traditionally very complex and worked to make it feel simple and intuitive for the user. Reflecting their identity as a disrupter to the insurance industry, we chose a non-traditional color palette for the health industry—warm oranges, neutral tones and greens that give voice to “health” being a primary value.

As an engineering team, our priorities were speed, flexibility and security. Working on a tight production timeline, we built an MVP that supported the client's deadlines and industry enrollment season. We chose Ruby on Rails for the backend to keep the project flexible and fast. A React frontend allowed us to set up a strong component library, architecting web and mobile apps that supported crowdfunding for health events, subscription service setup, doctor searches and advocate support.