user experience

Human-Centered Design - Applications:​


At the root of all product and marketing executions is a deep empathy for the end consumer...

Here's a detailed look at the process behind the experience.

Using Interaction Design to lead users through complex concepts

2 - Confirms data from insurance card (manual edit)

Data input from picture of insurance card and OCR can be verified and manually edited by the user

This is the same screen a user would see if they'd chosen to manually enter their insurance info

1 - User opens app

A brand-forward splash screen (user likely enters from an email invitation from the doctors office or through a Parasail landing page or banner ad)

User is prompted to scan their insurance card to capture most of the form info needed

A manual entry field is also provided

3 - User's current unpaid OOP Max is shown

Showing the patient name, plan and date creates credibility that the estimate is accurate. It also lets the user switch family members easily.


The goal of the app is to create the "OH SHIT moment" which is a catalyst for researching a payment plan...

So the app highlights the patient's current unpaid deductible and co-insurance to show what their potential exposure is before insurance covers 100% of remaining costs

The user can switch to Estimator Mode with a large toggle always visible at bottom

Our primary CTA (email capture) is also always visible from any screen.

4 - User taps large circle graph to get cost details

Without a written cue, we hypothesized that the user would instinctively tap the large circle graph with the big red number, which would animate into a breakdown of their costs and plan

This high-level info-graphic shows in a simple animation how the user's plan is part of a larger family plan – and also shows how their exposure was calculated

A small question mark prompts the user to tap on the bars for even more detail

5 - User taps bar which explains each component

If a user taps on any segment of the bar chart a "What's This" fly-out appears at the top with an overview of how insurance plans are structured. The user exits by tapping the "X" at the upper right

Additionally, the selected bar segment remains highlighted while the rest of the chart fades - and a short description appears

Although shown as an animation here, the user only sees one segment at a time but can scroll horizontally through each segment explanation

6 - User enters Estimator Mode

From the main screen, the User enters Estimator Mode by moving the slider at the bottom labelled "How much would it cost if..."

The contrast color, opening message and header at top of page make certain that the user is aware that this is hypothetical and not actual

As the user moves left to right, the components that make up their insurance shift as the total dollars owed increases or decreases.

Costs are estimated using plain-language health issues (from "Ankle Sprain" through "Heart Attack")

7 - Estimator Reset button

The user can also send their results to a spouse, doctor or anyone else they'd like

9 - App captures email - Share?

After capturing their email, the CTA prompts them to share the app via social media or email

From an part of the estimator the user is prompted to email the results or share

8 - User taps "Email Me Results"

Developed using design-thinking and agile sprints with a remote team

Step 1: Consumer Insights, Requirements & User Journey Map

Step 2: Requirements, Briefing, Wireframes

Step 3: UX / UI Concept Exploration

Step 3: User Testing & Technical Specs for Developers

© 2017/2018 Matli Consulting LLC / Dave Matli. Created with

  • LinkedIn - Black Circle
  • Vimeo - Black Circle