Introduction
GDF Saúde is a health plan for civil servants in the Federal District, managed by the Institute of Health Assistance for Civil Servants in the Federal District (INAS-DF). They offer quality medical and hospital care to civil servants and their dependents, helping to promote their health and well-being.
The final registration is activated by the department in charge of contracts, through the Maida's Health platform called iHealthEco, once the beneficiary and their dependents have been pre-registered.
As part of my work at Maida Health, a company within MV ecossystem, i was the designer responsible for all the design process, along with a project manager and engineers, and we developed a online onboarding flow for new beneficiaries and dependents of the GDF Saúde health plan.
This project was particularly important for INAS, since the absence of SAC points for face-to-face service required an efficient and user-friendly digital solution for the process of joining the plan.
Before
Page on the INAS website itself, where the beneficiary accesses it to make a new registration.
After
Design proposal for new onboarding flow interfaces for the INAS website.
Project's Results
Success metrics
📌 Reduction in telephone calls by 60%
📌 30% Beneficiary Conversion Rate
Efficiency and Usability Metrics
📌 92% Onboarding Completion Rate
📌Average time to complete onboarding of 5 minutes
The problem
The main problem that led to the development of the digital onboarding flow was the absence of a physical SAC call center at INAS, which was maintained primarily by telephone, making it difficult for civil servants to join the GDF Saúde health plan. I was therefore invited by Maida Health to work on the project.
My role and responsabilities
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✅ I mapped the needs of users (public servants from the Federal District) and the requirements of INAS.
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✅ Analyzed frictions in the previous process, identifying difficulties that users faced when registering for the health plan.
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✅ Conducted interviews and collected feedback from stakeholders to define expectations and validate hypotheses.
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✅ Structured and designed an intuitive flow to guide new beneficiaries and their dependents in joining GDF Saúde.
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✅ Developed accessible and intuitive interfaces in line with GDF Health's design guidelines and used Figma for prototyping and collaboration with developers to implement the design.
Understanding the scenario and defining an action plan
Main challenges of the problem
1. Bureaucratic and inefficient adhesion process:
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Civil servants needed a clear and agile way to join the program without the need for physical face-to-face support.
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There was a need to digitize and optimize the experience to avoid excessive paperwork, confusing forms and delays in approval.
2. Lack of a structured and accessible flow:
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INAS did not previously have a 100% online membership system, resulting in difficulties for users to apply.
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Different eligibility criteria and complex business rules needed to be aligned within an intuitive system to avoid errors.
3. A high number of requests and doubts due to the lack of a clear process:
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Without a well-defined flow, beneficiaries had difficulty understanding what documents were needed and how to go about signing up.
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This overloaded service channels and generated an inefficient flow in the management of requests
Solution Developed: A Digital Onboarding Flow
Given this scenario, the project focused on creating and implementing a completely digital and self-sufficient onboarding, eliminating the need for face-to-face support and facilitating the enrollment of beneficiaries.
The solution addressed the challenges of:
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✅ Creating a clear, guided and intuitive flow for the user to enroll in the plan with minimum effort and maximum understanding.
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✅ Reducing bureaucracy and organizing the differences in the INAS and GDF Saúde business rules in an accessible and didactic interface.
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✅ Minimize filling errors and doubts through automatic validations and simplified visual communication.
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✅ Reduce dependence on manual support, improving operational efficiency and user experience.
Identifying user pain points
Based on this scenario, during the research process, we identified two main pain points that users face when trying to sign up for a health plan. These challenges directly impact usability and the beneficiary experience in the digital onboarding process.
1. Lack of Clarity in the Adhesion Process and Required Documentation
Many users don't know which documents are required, which steps to follow and how to ensure that their registrations are approved. The absence of a physical SAC service point exacerbates this difficulty, as there is no face-to-face support to answer questions.
2. Waiting Time and Lack of Feedback on Application Status
After completing the application, users are left without information about whether their requests have been approved, whether they are pending or whether they need to correct something. This uncertainty causes many to contact the support channels, overloading the team.
Key Insights Provided by Users
1. Clear communication
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Insight: Users highlighted the importance of clear messages and instructions at each stage of the process. This reduced uncertainty and increased confidence when filling in the data.
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Action: We implemented explanatory texts and visual examples to guide users more effectively.
2. Need for real-time feedback
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Insight: Users valued receiving immediate feedback on the validity of submitted documents and the correction of errors.
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Action: We improved automatic validations and error messages to ensure that users could correct problems instantly.
4. Tracking Request Status
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Insight: Users expressed the need to track the status of their requests in real time.
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Action: We implemented a tracking panel and automatic notifications to keep users informed of the progress of their requests.
3. Ease of Navigation
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Insight: The simplified navigation and logical flow structure were highly appreciated, reducing frustration and dropouts.
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Action: We kept the design minimalist and focused on usability, ensuring that users could easily navigate between steps.
Beneficiary Onboarding - Main flow
This flow was designed to minimize users' main pain points, ensuring clarity, continuous feedback and reduced uncertainty for beneficiaries.
English
Português
Backoffice Vision - Registration Analysis
In addition to the beneficiary user journey, it was essential to develop a robust backoffice vision for the service analysts.
These professionals are responsible for processing registration requests, ensuring that all the information and documents sent by users are correct and complete.
English
Português
Wireframing: The Structural Basis
During the development of the project, the wireframes played a fundamental role as the first tangible visualization of the interface.
This stage of the design process allowed us to establish the information architecture and navigation flow clearly and objectively, before moving on to the more refined stages of the design.
Achieved results:
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✅ The wireframes allowed the team to visualize and refine the structure of the system before investing time in more elaborate visual details.
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✅ This approach resulted in a more efficient process and a solid foundation for the subsequent stages of the project.
Designing the Solution
After positive feedback from the developers and the product owner, I used Figma as the main design tool, and started doing the UI Design. The process involved several stages, from initial conception to final delivery.
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Reusable components: I used Pulse's reusable components to maintain visual consistency across all screens and reduce development time.
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Styles and Themes: I applied styles and themes defined by Pulse to ensure a uniform visual identity in line with the GDF Saúde brand.
Validation and adjustments
After creating the interfaces, I carried out usability tests with high-fidelity prototypes in Figma. This allowed me to identify possible improvements and adjust details to optimize the user experience.
Results and impact
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✅ Using Maida Health's Pulse design system not only saved time, but also ensured that the interfaces were intuitive and visually pleasing.
Responsiveness
Backoffice vision
The backoffice interface is designed so that analysts can access and manage registration requests efficiently. The main screen shows an organized table with all the requests received.
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Request table: The table contains columns with essential information, such as the requester's name, request number, CPF, origin (online), type (holder or dependent), request date, SLA deadline and analysis status.
Analysis of submitted documents
Analysts have the ability to select a specific application to review the documents submitted by the user. This process is crucial to ensure that all the information is correct and that the eligibility criteria are met.
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Checking Documentation: The interface allows you to view each document submitted, check its validity and identify possible pending issues or irregularities.
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Flagging pending issues: If there are missing or incorrect documents, the analyst can mark the request as pending and notify the user for correction.
Approval and disapproval of requests
Based on an analysis of the documents, the analyst can approve or disapprove the registration request. Each action is accompanied by a detailed justification to ensure transparency and clarity for the user.
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✅ Approval: If all the documents are correct, the analyst approves the request and the user is notified of the approval.
🚫 Rejection: If there are serious irregularities or if the eligibility criteria are not met, the analyst rejects the request, providing a clear justification and guidance for the user.
Usability Testing
Once the prototype was developed, we decided to define some tasks and carry out some usability tests to validate some hypotheses. For the prototype test, i used the Maze tool.
These tasks were carefully chosen to cover the main points of interaction and ensure that the onboarding flow was intuitive and efficient.
1. Uploading documents
Task: The user must upload the necessary documents, such as ID and proof of residence.
Results and impact
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✅ Validated Hypothesis: The process of sending documents is intuitive and automatic validations help to avoid common mistakes.
2. Correction of pending issues
Task: The user receives a pending notification and must correct the incorrect documents or information.
Results and impact
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✅ Validated Hypothesis: Pending notifications are clear and provide detailed instructions, allowing users to make the necessary corrections without difficulty.
3. Tracking Request Status
Task: The user must access the tracking panel to check the status of their request.
Results and impact
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✅ Validated Hypothesis: The tracking panel is easy to navigate and provides clear, up-to-date information on the status of the request.
OKRs and KPIs
Measuring the project's success
These targets were set by the product team, to be a clear focus and direction for the team, ensuring that everyone is working towards the same objectives. They also allowed progress to be monitored both quantitatively and qualitatively, identifying areas of success and points for improvement.
OKR 1: Improve the Efficiency and Completion of Digital Onboarding
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✅ Goal: Increase the completion rate of requests without the need for additional support.
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Key results: Increase the onboarding completion rate to 85% or more.
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Reduce the average onboarding completion time from 8 minutes to 5 minutes.
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Reduce the number of support requests related to doubts in the process by 30%.
OKR 2: Reduce Registration Errors and Failures
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✅ Goal: Identify and correct problems before they impact adherence to the plan.
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Key results: Reduce the number of registrations invalidated due to documentation errors by 40%.
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Implement automated validations to reduce invalid attempts by 5
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0%.
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Improve the clarity of instructions, increasing the success rate on the first attempt by 40%.
Setting up Google Analytics
Tracking
I've listed the possible tags and parameters to be mapped on Figma's screens through comments, making them available for development.
These parameters were used to create funnels and measure the conversion of the improvements applied, making it possible to measure the usability of the design.
How we measured the data:
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✅ We set up a “Destination” goal to track the registration confirmation page and “Events” to mark the start and end of the onboarding process, calculating the average time.
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✅ Used segments to analyze specific data, such as users who complete the onboarding vs. those who abandon the process.
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✅ Carried out regular analysis of the data collected to identify trends and insights.
Main challenges of the project
1. Adapting to the Different Business Rules of INAS and GDF Saúde
One of the most complex challenges was the fact that each organization had specific business rules, which required an effort to unify them into the digital onboarding flow.
Complexity faced:
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Some of INAS's administrative restrictions and requirements were different from those of GDF Saúde, which required flexibility and adaptability in the design of the interfaces.
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The diversity of documentation required, eligibility criteria and validation processes made it necessary to create an onboarding that accommodated different variables without jeopardizing usability.
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Intense work was required to align with the stakeholders to ensure that the flow served both sides without compromising the user experience.
Adopted solutions
To get around this limitation, I adopted a few strategies:
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✅ Implementation of a dynamic and modular flow, where different scenarios could be dealt with flexibly in the interface.
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✅ Iterative testing to ensure that the requirements of the two entities translated correctly into the digital flow.
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✅ Close collaboration with stakeholders and developers to balance the complexities without compromising the clarity of the screens.
Final Impact and learnings
Despite the challenges, the project was successful and delivered an intuitive and efficient digital flow for the new beneficiaries.
Now for the next steps in the project:
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Monitor data, collect feedback from users and carry out ongoing data analysis.
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Monitor metrics such as onboarding completion rate, average time to complete the process, error rate and support requests.
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Carry out iterations to correct problems and implement improvements based on user feedback.
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Continue carrying out usability tests to validate the improvements and ensure that the changes meet users' needs.
Key learnings include
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✅ Importance of a modular structure to accommodate different business rules without overloading the user experience.
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✅ The importance of usability testing, as we can identify strengths and areas for improvement in the user experience.
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✅ Use of design system and agile processes to optimize delivery time without compromising quality.
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✅ Adaptation and effective collaboration with stakeholders were essential to align expectations and ensure that the final product met INAS and GDF Saúde guidelines.
Shaping Experiences for Digital Solutions
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2. Short Term Execution of a Complex Project
The limited delivery time was another major challenge, requiring high productivity and efficient prioritization.
Complexity faced:
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The short deadline required several tasks to be carried out simultaneously, including research, prototyping, testing and refining the design.
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There was little time for extensive testing, so it was crucial to identify the most impactful improvement opportunities quickly.
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The need to maintain high quality in the user experience, even under pressure, was a challenging aspect.
Adopted solutions
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✅ Strategic prioritization, concentrating efforts on the most critical aspects of usability to ensure that the experience was fluid and frustration-free for users.
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✅ Use of reusable components from maida's design system, called Pulse, in the interfaces to speed up the creation of screens without compromising visual consistency.
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✅ Adoption of an agile feedback loop, allowing for quick adjustments and refinements based on continuous testing and review.