Helping people find the right health cover for their needs


HCF Australia

Optimised the path to purchase based on critical points of failure.

Improved conversion rate by more than targeted 10% increase.

Introduced conversational language that humanised the experience.

HCF is a not-for-profit and one of Australia’s leading health care funds. Towards the end of 2017 HCF noticed that only around 1 in 4 users made it through their online purchase experience. As part of the Design & Plan Phase of a larger initiative, HCF wanted to find a way to decrease drop-off by at least 10%.  

I was brought in to synthesise all of the research already done by the company and lead the redesign. The deadline for this project was rather tight as we had to fit in with HCF’s lengthy internal development cycles, so we adopted a test-and-learn approach to quickly iterate through solutions. We created a prototype in one day, then tested it the next.

The biggest win of the project was replacing the complicated language previously used on the website with conversational language that highlighted important bits of information, helping to gain the user’s trust.



  • Matteo Grand: User Experience design
  • Ian Howarth: Graphic Design
  • Ovato: Implementation

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