HCF Path to Purchase

HCF found that only 1 in 4 users made it through their online path to purchase HCF and wanted to fix the leaky funnel.

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 path to purchase. 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 worked create a prototype in one day, then testing 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.


  • Identified points of trouble for Users
  • Improved conversion rate by more than our targeted 10%