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HBF's all-new app

The number one major health fund app for iOS

Case for change

Our legacy app was presenting challenges for members to self-serve with confidence, leading to a significant number seeking support through other channels.

Simplifying claims

The legacy app claims submission process was complicated, resulting in frequent duplicate submissions and claims abandonment. The redesign and simplification has resulted in a 55% increase in successful claims via the app.

Improving Self-servicing

The legacy app provided limited self-service functionality, encouraging members to use alternative touch-points (member portal, call centre) to complete relatively simple tasks such as updates to payment and personal details and ordering a new member card.

Placing members at the heart

The legacy apps ways of working and delivering had a limited member perspective. Together, HBF and PwC embedded design thinking and member centricity through new ways of working that saw over 200+ members involved in the apps development.

HBF worked in collaboration with the PwC Experience Centre and Digital Transformation practice to design, develop and launch HBF’s mobile app to market using an agile delivery methodology and human centred design approach.

The solution

We created an all-new app experience that simplifies the management of a members health insurance portfolio on the go.

The introduction of desirable new features enables members to simply self service and the ability to easily access their policy information. Members can now view and edit their policy information, make a claim and track it’s progress, plus check their policy limits and usage. The all-new HBF app makes it quicker and easier for members to manage their health cover on the go.


By following the principles of our 'Member Moments Matter' branch and call centre conversation framework, we removed jargon, provided positive reinforcement of digital interactions and meaningful notifications that encourage members to take action.
The results feel much more like a human to human interaction than system to human.

Structure and Navigation

As a result of member co-creation sessions and rigorous usability testing we were able to understand the most frequent interactions that members want to do quickly.

The resulting dashboard and app navigation allows for rapid completion of common tasks and quick access to those less frequent activities.

Visual Design

Throughout the app design we focused on creating a clear visual hierarchy - guiding the member to areas of most importance.

Alongside this we ensured adherence to the HBF brands' sense of playfulness, our unique-to-category teal brand palate and the establishment of a design system to provide visual consistency well into the future.


The use of a common code base for iOS and Android, automated deployments, enhanced app caching and improved visibility of the app's performance through analytics has enabled HBF to provide fast, continuous improvements to our member base.


Whether lodging a claim, editing details or simply exploring the app, we looked for opportunities to enhance a members comprehension and recall of interactions through the use of meaningful screen transitions, loading animations, articulate notifications and messages and micro-interactions.

This has resulted in a more helpful experience that reassures and coaches a member on how to use the all-new HBF app.


There is nothing more certain than change, so we have designed and built the app to accommodate future innovation.

Whether through our technical component library, enhanced behavioural analytics and interaction pattern performance, HBF is using real-time data to inform our design and technical teams on future release functionality and frequency.


The impact we created


increase in successful digital claims via the mobile app in comparison to the legacy app


star app rating compared to our legacy app's 1.9 stars with over 9.5k reviews*

*On the App Store as of April 2021


increase in self-service transactions via the mobile app


members involved in reimagining the new mobile app experience


repeatable components developed to accelerate delivery and simplify the customer experience


business stakeholders involved in shaping the future experience

What members are saying?


Such an easy app to navigate. Never hard to find what I'm looking for. Claims process is super easy. Very convenient and non time-consuming.


Easy to navigate Fast to use User friendly app for sure All your policies at the touch of a button. I can see what I have left to spend on my extras etc Highly recommended.


Very easy to use. All the steps were easy to follow and worked the first time. Very impressed with this app.


Works well and takes about three minutes with two photo attachments. Superior to using a scanner.


User friendly. It’s really fast and easy to claim as well.


Exactly what I was wanting! So easy to use and convenient to have every bit of info that I need just a tap away. A stellar upgrade.

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