About
In the United States, the healthcare and insurance industries have a tenuous relationship. Theoretically, insurance makes healthcare affordable; in reality, patients are often denied care that has been recommended by their physician. These denials are vague and confusing, and 47% of patients who did not appeal their denial did not receive care. The appeal process is overwhelming: the language is confusing, the process is opaque, and the system works against patients.
Claimable leverages technology to make the claims process simpler and more effective. In collaboration with Claimable, the project focused on defining their brand language and designing the initial user experience of their product. The aim was to better understand the wants, needs, and desires of potential customers, and to assist the Claimable team in communicating the product's value to potential investors.
Challenge
Navigating the complex maze of health insurance appeals
The health insurance appeal process is extraordinarily confusing for people who want to appeal their denial.
Business Value
Simplifying insurance appeals with direct-to-consumer solutions
Claimable offers a direct-to-consumer model that provides a simple way for patients to describe their denial experience in simple language, and receive a comprehensive denial appeal letter.
User Value
Patients can receive the care they need and deserve
Claimable simplifies the complexities of health insurance appeals, making the process accessible and efficient, ensuring timely and comprehensive support for their healthcare needs.
Building Claimable's Brand Identity and User Experience
The team worked with Claimable to develop their brand identity, including the company's voice, look and feel, and how these elements come together in the product. We created a detailed brand strategy, which included basic principles and vision to make communication clear and consistent, and creating a personality framework.
In our approach we focused on defining unique brand traits, using language that connects and motivates, developing different voices for various situations, and identifying key messages for the target audience. We also outlined the overall communication style and provided examples to ensure consistency.
Building a Strong Visual Identity for Claimable
For Claimable's visual identity involved creating designs that encompass the logo, color palette, typography, and illustrations. We ensured these elements were consistently applied across all product and marketing touchpoints. This included designing a versatile and recognizable logo, selecting a cohesive color palette, and choosing appropriate typefaces. We also developed illustrations and icons that aligned with the brand's style and ensured their effective application across the website and other materials.
Creating Claimable’s MVP: A User-Centric Approach
Our work on Claimable's MVP focused on developing a seamless, AI-powered platform to help users secure the care they deserve. The platform analyzes clinical research, policy details, appeals data, and personal medical stories to generate customized appeals in minutes. Users upload a denial letter, answer simple questions, receive an expert appeal, and get guided support for submission. This streamlined process aids in navigating denied healthcare claims effectively.
