United Health Group — UI/UX case study.
A new banking services module introduced into an existing health platform — adding money to a product people already trusted with something else.
- Client
- United Health Group
- Role
- Product / UX design
- Sector
- Fintech — banking module
- Surface
- Web module and mobile app
Context
This was an addition, not a rebuild: a banking module dropped into a platform whose users came for something else entirely. Nobody arrives asking to be sold a new financial product.
So the design problem was introduction rather than optimisation — making a new capability discoverable and trustworthy without disturbing what people already came to do.
What the design had to do
Introduce without interrupting
The module has to be findable by people who weren’t looking for it, and ignorable by people who were not interested.
Inherit existing trust
It must read as part of the same organisation, not a bolted-on third party.
Simplify the first transaction
The first successful action is what decides whether anyone comes back.
Replace this with the brief in United Health Group’s own words, plus the one constraint that shaped the most decisions — timeline, tech, compliance, an existing design system, or a stakeholder. This is the part a hiring manager reads first.
Process
Introducing a financial product into an existing platform is mostly a question of restraint. The steps below were about earning attention rather than demanding it.
Understand
Establish where banking sits in a product people open for a different reason entirely, and what it may not disrupt.
Research
Identify the moments in the existing journey where a money feature is genuinely useful rather than merely available.
Wireframe
Design the entry points before the module itself — discovery is the actual problem, the screens are the easy part.
Visual design
Match the parent platform closely enough to inherit its credibility, with just enough separation to signal a distinct capability.
Prototype
Prototype first-run end to end: someone who has never used the module completing one real task.
Handoff & support
Documentation covering how the module coexists with existing flows, so later features don’t reopen the question.
The steps above describe what each stage had to solve on United Health Group. What turns that into a case study is the evidence — add, for any two or three of them:
- Who you spoke to, and the one finding that changed the design
- A decision you made, and the option you rejected
- Something that tested badly, and what you did about it
- A wireframe or screen — before and after beats a finished shot
Outcome
For a newly launched module, the honest measures are about discovery and first use — not overall platform numbers it can borrow credit from.
Module discovery rate among existing platform users
First-transaction completion rate
Return usage within 30 days of first use
Drop-off at each step of onboarding into the module
Put real figures against the four above, or strike the ones you can’t evidence. If United Health Group never shared numbers, a single sentence from the client about what changed is still worth more than a blank. Right now no project on the site states an outcome, and that is the biggest gap in the portfolio.
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Available for full-time and contract work across fintech, healthcare and SaaS.