Amil App – Understanding and Transforming the User Experience (In Progress)
Amil App – Understanding and Transforming the User Experience (In Progress)
My Role
Discovery Usability Test Interviews with clients
Discovery Usability Test Interviews with clients
Platforms
Mobile
Mobile
Year
2024
2024
Duration
4 months
4 months
Overview
Amil is one of Brazil’s largest healthcare companies. Its main digital product, the Amil Clients App, is designed to make life easier for users, allowing them to access their digital health card, find doctors and hospitals, track reimbursements, request authorizations, and follow up on medical procedures.
Despite being a key service channel, the app had become complex, unintuitive, and underused. To understand why, we conducted a deep UX research and immersion process to map the real experience of users, from expectations and frustrations to opportunities for improvement.
Goal: Uncover what truly matters to Amil users and define actionable UX recommendations for a simpler, more human healthcare experience.
Amil is one of Brazil’s largest healthcare companies. Its main digital product, the Amil Clients App, is designed to make life easier for users, allowing them to access their digital health card, find doctors and hospitals, track reimbursements, request authorizations, and follow up on medical procedures.
Despite being a key service channel, the app had become complex, unintuitive, and underused. To understand why, we conducted a deep UX research and immersion process to map the real experience of users, from expectations and frustrations to opportunities for improvement.
Goal: Uncover what truly matters to Amil users and define actionable UX recommendations for a simpler, more human healthcare experience.
The Challenge
The project’s main challenge was to identify why users were struggling with the app and what improvements would make it more intuitive and valuable.
We needed to bridge the gap between internal processes and user expectations, building a foundation for a future redesign of the platform.
Main Problems Identified
Complex and fragmented navigation
Technical language not aligned with user understanding
Limited visibility of key services like reimbursements and authorizations
Lack of consistency between channels
Reactive support experience and unclear communication
The project’s main challenge was to identify why users were struggling with the app and what improvements would make it more intuitive and valuable.
We needed to bridge the gap between internal processes and user expectations, building a foundation for a future redesign of the platform.
Main Problems Identified
Complex and fragmented navigation
Technical language not aligned with user understanding
Limited visibility of key services like reimbursements and authorizations
Lack of consistency between channels
Reactive support experience and unclear communication
Main Tasks
Conducted qualitative research with real users of the Amil Clients App
Led stakeholder interviews with internal teams (CX, operations, product)
Mapped AS IS journeys to visualize the end-to-end user experience
Consolidated insights into key themes and improvement opportunities
Created a strategic UX report with actionable recommendations for the product and business teams
Conducted qualitative research with real users of the Amil Clients App
Led stakeholder interviews with internal teams (CX, operations, product)
Mapped AS IS journeys to visualize the end-to-end user experience
Consolidated insights into key themes and improvement opportunities
Created a strategic UX report with actionable recommendations for the product and business teams
Today’s Presentation
Today’s Presentation
A roadmap through our UX research process
A roadmap through our UX research process
Who We Talked To – Research Participants
Who We Talked To – Research Participants
To understand the experience from every angle, we interviewed both users and internal teams.
Our conversations revealed not only what users need, but also how internal processes influence their digital experience.
To understand the experience from every angle, we interviewed both users and internal teams.
Our conversations revealed not only what users need, but also how internal processes influence their digital experience.
Competitor Benchmarking
Competitor Benchmarking
To identify usability and innovation gaps, we analyzed leading healthcare apps in Brazil — including Unimed, Hapvida, SulAmérica, Odontoprev, and Bradesco Saúde.
Each competitor revealed valuable insights about navigation patterns, accessibility, feedback flows, and service differentiation.
To understand Amil’s position in the market, we analyzed its digital presence compared to other healthtechs and insurance companies.
While Amil remains one of the biggest players in Brazil, the app hasn’t evolved at the same pace as the market.
To identify usability and innovation gaps, we analyzed leading healthcare apps in Brazil — including Unimed, Hapvida, SulAmérica, Odontoprev, and Bradesco Saúde.
Each competitor revealed valuable insights about navigation patterns, accessibility, feedback flows, and service differentiation.
To understand Amil’s position in the market, we analyzed its digital presence compared to other healthtechs and insurance companies.
While Amil remains one of the biggest players in Brazil, the app hasn’t evolved at the same pace as the market.
To identify usability and innovation gaps, we analyzed leading healthcare apps in Brazil — including Unimed, Hapvida, SulAmérica, Odontoprev, and Bradesco Saúde.
Each competitor revealed valuable insights about navigation patterns, accessibility, feedback flows, and service differentiation.
To understand Amil’s position in the market, we analyzed its digital presence compared to other healthtechs and insurance companies.
While Amil remains one of the biggest players in Brazil, the app hasn’t evolved at the same pace as the market.
Highlighted Learnings
Highlighted Learnings
Accessibility and Support
Accessibility features in open searches (Unimed)
Chats and embedded support channels (SulAmérica)
Information sharing between app and device (Hapvida)
Simplified Journeys
Services and journeys clearly displayed on the home screen (SulAmérica)
Anticipation of journey steps, like pre-approved procedures (Hapvida)
Feedback loops that empower users to evaluate experiences (Hapvida)
Service Differentiation
Clear separation between health and dental plans (Bradesco, Unimed)
Visual labeling such as “Medical Guide” and “Dental Guide” for easy recognition
Procedures organized by icons for faster search (Odontoprev)
Accessibility and Support
Accessibility features in open searches (Unimed)
Chats and embedded support channels (SulAmérica)
Information sharing between app and device (Hapvida)
Simplified Journeys
Services and journeys clearly displayed on the home screen (SulAmérica)
Anticipation of journey steps, like pre-approved procedures (Hapvida)
Feedback loops that empower users to evaluate experiences (Hapvida)
Service Differentiation
Clear separation between health and dental plans (Bradesco, Unimed)
Visual labeling such as “Medical Guide” and “Dental Guide” for easy recognition
Procedures organized by icons for faster search (Odontoprev)
What Else Can Be Done Differently?
What Else Can Be Done Differently?
Exploring new possibilities to make healthcare experiences more human, efficient, and connected.
After analyzing competitors and mapping key user insights,
we explored how other companies around the world are innovating in healthcare.
From hyper-personalization to artificial intelligence, these trends show
that the future of healthcare lies in connection, prediction, and empathy.
Exploring new possibilities to make healthcare experiences more human, efficient, and connected.
After analyzing competitors and mapping key user insights,
we explored how other companies around the world are innovating in healthcare.
From hyper-personalization to artificial intelligence, these trends show
that the future of healthcare lies in connection, prediction, and empathy.
