Doubling Digital Revenue Through Data-Led Member Experience Design
Deepend redesigned Teachers Health Fund’s online quote and joining journey, doubling overall revenue, increasing new customer sign-ups by 165% and driving a 10% month-on-month improvement in conversion efficiency.
Client: Teachers Health Fund
Industry: Healthcare, Private Health Insurance, Financial Services, Membership Organisations
Services: Intelligent Platforms & AI Systems; Digital Transformation & Strategy; Content, Visibility and Analytics
Target Audiences: Private health insurers and membership organisations seeking to improve acquisition, conversion and long-term digital performance.
Year: 2024 - 2026
The vision and commitment to best in class creative, user experience and technical execution has seen us launch a new website and vision for digital channels which will enable our success for many years to come.
Wendy Taylor - Former Marketing Director, Teachers Health
Overview
Strategic design and build, supported with scalable and continuous improvement, Deepend has driven THF sustained growth via digital channels over the last four years.
Australia's largest industry based health insurer approached us with a challenge to help them align with their vision to move towards a more customer centric business model - And not only to stay relevant, but also drive new growth in their physical and digital channels.
Using our strategic design process, we took a holistic view of the business. Balancing design-thinking-led exploration with data-led insights and technical analysis, we determined the 'human' factors that would deliver improved revenue streams through greater relevance.
Simple & Intuitive Interface
We removed the traditional complexity of private health insurance quotes by creating a simple 'needs statement' tool, where users can enter their age, relationship status, geographic location and reason they're considering health insurance
The Challenge
- Teachers Health wanted to become more customer-centric while staying relevant and driving growth across physical and digital channels.
- Private health insurance quoting was complex, and the digital journey needed to simplify product choice without losing the detail required for accurate coverage and pricing.
The Opportunity
- Deepend identified an opportunity to use customer research and behavioural data together to reduce friction in the quote and joining journey.
- A scalable platform and continuous optimisation model could then extend the commercial impact beyond the initial redesign.
Live Quotes
Kept users engaged to find their solution and, once completed, generating a personalised ‘Live Quote,’ where users could make further adjustments to see real-time updates to cost and coverage levels, without refreshing the page.
What We Delivered
- Customer research across multiple cohorts
- Behavioural and path analysis
- Digital readiness assessment
- Quote and joining journey redesign
- Simple needs-statement interface
- Personalised Live Quote experience
- Context-sensitive sticky quotes
- Platform integration and architecture
- HAMBS integration via secure ESB
- Automated deployment and testing
- Monthly analytics and optimisation
- A/B testing and dark releases
- Propensity modelling
- Annual user validation and outside-in research
Impact
- Doubled overall digital revenue
- 165% increase in new customer sign-ups
- 10% month-on-month improvement in conversion efficiency
- 35% increase in monthly deployments
- 25% decrease in defects over 12 months
- Improved media efficiency and value per visitor
Value and Impact
10% month on month improvement in conversion efficiency
70% of which is driven by data analysis and 30% which is driven by hypothesis testing and cohort 'outside-in' validation and learning.
+165% Increase in new customer sign ups
THF saw an increase in customer sign ups by doubling conversion rates.
Context Sensitive - Sticky Quotes
As customers browse the rest of the site, a custom quote persistently follows them quietly on every page.
Problem & Insight
The key challenge was not simply to redesign a website. Teachers Health needed to simplify an inherently complex product category while improving conversion and long-term commercial performance.
Research and behavioural analysis showed that customers needed more relevant guidance and less friction during product selection.
Strategy & Experience Design
Deepend replaced the traditional quote experience with a simple needs-statement tool based on age, relationship status, location and motivation for seeking cover.
A personalised Live Quote then allowed users to adjust options and see real-time changes to price and coverage without reloading the page.
A sticky quote followed users through the wider site, maintaining continuity as they explored additional information.
Technology & Delivery
Deepend assessed the full platform environment to identify dependencies, technical debt and legacy complexity before defining integration and architecture.
New membership applications were synchronised into HAMBS through a secure Enterprise Service Bus, while automated deployment scripts, automated testing and QA improved release quality and cadence.
Continuous Optimisation
The program continued after launch through monthly analytics, A/B testing, dark releases, propensity modelling and annual user validation.
This cyclical approach allowed Teachers Health to refine customer journeys, improve commercial returns and adapt the experience as member needs changed.
Results
The redesigned experience doubled overall revenue and increased new customer sign-ups by 165%.
Ongoing optimisation also improved conversion efficiency, deployment frequency and software quality, creating a stronger foundation for sustained digital growth.
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Frequently Asked Questions
How did Deepend improve Teachers Health Fund’s digital conversion rate?
Deepend combined customer research, behavioural data and technical analysis to simplify the online quote and joining journey. The redesigned experience used a needs-statement tool, personalised Live Quotes and ongoing optimisation to reduce friction and improve conversion.
What results did the Teachers Health Fund digital transformation achieve?
The program doubled overall digital revenue, increased new customer sign-ups by 165% and delivered a 10% month-on-month improvement in conversion efficiency.
How does the Teachers Health Fund Live Quote work?
The Live Quote gives users a personalised health insurance quote and allows them to adjust options while seeing real-time changes to price and coverage without refreshing the page.
How did Deepend integrate Teachers Health Fund’s digital platform with HAMBS?
Deepend synchronised new membership applications into the HAMBS platform through a secure Enterprise Service Bus, allowing the customer-facing experience to remain simple while supporting the required backend processes.
How did continuous optimisation improve Teachers Health Fund’s platform?
Deepend used monthly analytics, A/B testing, dark releases, propensity modelling and annual user validation to refine journeys over time. This approach also supported a 35% increase in monthly deployments and a 25% reduction in defects over 12 months.