About SBK

Siemens-Betriebskrankenkasse (SBK) is a German statutory health insurance fund. This project focused on helping potential customers understand its services and navigate the membership process.

The assignment

SBK commissioned us to address problems in new customer acquisition. My work covered research, content strategy, information architecture, UI design and prototyping. The goal was to connect service information with a clearer path to applying for membership.

RESEARCH

Understanding the membership journey

Kick-off workshop

We began with a workshop involving the client’s stakeholders. SBK had already conducted research and provided user personas, which helped us identify shared goals.

Mapping customer journeys

I then ran internal sessions to map customer journeys based on those personas and locate the critical steps in the acquisition process.

THE PROBLEM

Where potential customers got stuck

The journey analysis revealed a difficult membership process. People considering a change of insurance encountered unclear choices, poorly optimised forms and paperwork to download, print and sign.

These time-consuming steps could lead potential customers to abandon the process and look for easier alternatives.

CONTENT STRATEGY

From discovery to application

The proposed strategy connected the acquisition journey across different customer groups. A PWA would introduce SBK’s services, answer important questions and guide potential customers towards applying for membership.

Potential customers

Discovery

Engagement

Application

Google
Ads

Social media
ads

Print
ads

Employees

Students

Parents with babies

Landing page

Explore SBK’s services
and open
the app

PWA

Choose relevant services and
apply for membership

Potential customers

Employees

Students

Parents with babies

Discovery

Google
Ads

Social media
ads

Print
ads

Engagement

Landing page

Explore SBK’s services
and open
the app

Application

PWA

Choose relevant services and
apply for membership

THE CHALLENGE

An all-in-one information package

The app needed to serve different target groups and reduce friction between exploring the offer and applying for membership.

Design requirements

The design needed to present personalised offers, create an engaging mobile experience and support a PWA architecture. A clickable prototype would allow the proposed experience to be tested with users.

INFORMATION ARCHITECTURE

Architecture and low-fidelity prototyping

With the business requirements in place, I moved from sketches to basic wireframes. These screens explored several use cases and helped define the information architecture before developing the visual design.

UI DESIGN

Applying the SBK visual language

Once the low-fidelity screens were approved, I designed the interface using SBK’s official design system. The UI brought the service content and application screens into a consistent visual language.

PROTOTYPING

Making the application flow testable

I turned the static design into a clickable high-fidelity prototype so the flows could be tested with real users and feedback could inform the next step.