UnifiHealth
Designing a landing page and mockups for a health insurance startup's first round of fundraising.
My Role
Designer
Collaborated With
Founders, 2 co-designers
Project Duration
2 Months, 2020
Status
Completed
UnifiHealth aimed to lower health insurance costs for small businesses.
Unifi Health, now known as Poppins Health, aimed to reduce health insurance premiums for small businesses through cost consolidation. As they prepared to raise funds, the founders recognized the importance of establishing their digital presence. This began with two key initiatives: launching a customer-focused landing page and creating detailed, interactive prototypes in Figma for investor presentations.
Our goal was straightforward: develop compelling visual designs that would demonstrate UnifiHealth's commitment to digital innovation for both investors and potential customers. Rather than building a complete health insurance platform, we focused on creating presentation assets to showcase the company's vision.
UnifiHealth positioned itself as a digitally enabled third party administrator with integrated stop-loss.
The founders had wireframes for the small business owner dashboard.
I designed a clickable prototype to be used as a visual aid in investor calls.
The first of my deliverables was a clickable Figma prototype to be used in investor calls. I keyed in on a brand identity through conversations with the founders, and I conducted interviews with subject matter experts to determine the feature spec. I tried to strike a balance between clarity, professionalism, and design.
Home Page
When opening the app, clients landed on the home page. The home page featured the client's insurance card, their coverage, and a summary of their care.
Find Care
I simplified the interface to three essential search parameters (Type of Care, Location, and Date/Time), using familiar iconography and white space to reduce cognitive load during potentially stressful healthcare searches.
Claims
I created a dashboard that clearly displays members' progress toward their deductibles and out-of-pocket maximums using visual progress bars and clear monetary values. I designed individual claim cards to surface the most important information - including provider details, service dates, and payment status - in a scannable layout with clear visual hierarchy.
Profile
I organized essential account management features into a clear hierarchy, with member identification prominently displayed at the top and frequent actions like personal info and password changes easily accessible.
My landing page design helped establish UnifiHealth as a brand.
UnifiHealth's landing page needed to connect with small business owners while demonstrating the platform's value to potential investors. Working from the mobile app's established branding, we focused on clear messaging around price transparency and care accessibility - key pain points identified in our research. The design leads with these benefits before breaking into feature details.
When designing, I prioritized visual storytelling and conversion optimization. By maintaining consistent branding across platforms and highlighting research-backed priorities, we created a streamlined user experience. The page ends with a simplified lead capture form, making it easy for businesses to take the next step while gathering essential information for the sales team.
The Accounts redesign made complex financial data clear and accessible.
Impact
UnifiHealth continues to make significant strides in the insurtech industry. We met all deadlines and delivered materials to the founders' satisfaction, resulting in UnifiHealth re-hiring the DALI Lab for ongoing work. Our deliverables helped UnifiHealth's founders raise $5.4 million.
Takeaways
My key takeaway from this project was how to drive impact in an early-stage startup environment. By running parallel workstreams for the investor prototype and landing page, while maintaining consistent branding throughout, I learned to balance speed and quality in high-pressure situations. This experience shaped my approach to startup design work: focus on the most impactful deliverables, maintain consistent quality, and keep moving forward.
