Web Redesign | Unión Personal

About Unión Personal

Aims to achieve the highest level of well-being for its beneficiaries by leveraging all available resources and creativity to position itself at the forefront of Argentina’s social health insurance system.

Mission:: To provide all members with high-quality medical services.
Vision: To become a leading reference within the Argentine healthcare system, supported by continuous growth based on experience, infrastructure, and the human quality of the people who make up the organization.

Why did we redesign it?

Online management has become one of the most widely used options for many of the organization’s members.
At the same time, competition in this area continues to grow, advancing in the development of platforms optimized for completing procedures and administrative tasks, with a strong focus on user needs.

After identifying the website’s main drawbacks, the redesign focused on improving the interface and navigation in order to enhance usability and provide features that deliver real value to users.

How did we approach it?

Design methodology: Based on The Five Elements of UX by Jesse James Garrett

Strategy

Research

Requirements

Define

Structure

Ideate

Skeleton

Prototype

Surface

Design

Strategy

Research into user needs and business goals

User satisfaction with the product was assessed through semi-structured qualitative online interviews with 13 users of the Unión Personal website.

9 out of 13 users reported difficulty finding what they were looking for.

Most used features

Age range
16 to 85 years old
Región:
7 de 13 – CABA
4 de 13 – GBA
2 de 13 – Interior

80% of users reported being dissatisfied with the website’s performance.

Insights

Interviewed users emphasized that the platform does not work properly, is not intuitive, and makes it difficult to find information. Many users also stated that the homepage is often confusing.
It was also identified that the website lacks essential elements for completing important procedures, such as a Digital Membership Card and clear information or documentation requirements needed to complete transactions available on the platform.

What did users say?

“It would be ideal to complete all my procedures from home without wasting time going to an office or waiting two hours to be answered by the call center.”

“I don’t find it hard to use, but it feels quite ugly and boring.”

“It would be great if the provider directory allowed filtering by area or proximity instead of checking one by one.”

“The appointments shown on the website are not the same as the ones you get when you call the call center.”

“The website is useless—nothing can actually be completed. On top of the time I waste there, I still have to go to an office, because nobody ever answers the phone.”

Lean UX Canvas

Understanding the current challenges of the platform and the business in order to define hypotheses for potential solutions.

1. Business problem

Poor navigation usability
Login credentials are not remembered
No virtual assistant or help chat available
Self-service homepage for appointments and prescriptions is not clear or easy to use
Lack of information and outdated content
Poor information architecture and category structure

User archetypes

Users across a wide age range, from 16 to 85 years old, who want to self-manage administrative procedures, appointments, and/or prescriptions online through the website.

6. Hypotheses

Users will feel more familiar and comfortable with the platform, making it easier to use. This will increase satisfaction by improving navigation and access to information, reducing frustration, and potentially turning the platform into the primary management channel.
The number of active users will increase, and usability will improve for older users.
User experience and content organization will improve, prioritizing what users consider important based on their needs.

5. Solutions

Interface redesign with aesthetic improvements, using a clean and organized layout to make it more user-friendly
Save login credentials for automatic access
Reorganize content to improve visibility and site navigation
Prioritize, organize, and update information, including the homepage and menus
Reduce the number of options to optimize users’ decision-making time
Improve self-management of appointments and prescriptions, enhancing usability and clarity
Maintain consistency across screens
Implement a virtual assistant or chat to provide optimal and personalized support

7. What is the most important thing we need to learn?

How well users adapt to the implemented changes
Reduction in reliance on alternative contact channels
Availability and effective management of appointments
Proper creation and management of online prescriptions
Adequate responses to users’ questions and/or complaints
User satisfaction with the platform’s proposed functionalities

2. Business outcomes

Increased user retention and loyalty
Growth in platform usage
Higher user satisfaction and recommendations
Reduced congestion in physical offices and phone lines
Fewer complaints

4. User outcomes & benefits

Time optimization
Satisfaction from completing procedures easily
Online solutions without needing alternative channels
Simplified management with relevant information readily available
Personalized and effective support
Better control over personal healthcare

8. What is the minimum amount of work needed to learn the next most important thing?

Surveys and interviews
Prototype design
Usability testing
Satisfaction, effectiveness, and efficiency metrics
Heuristic evaluation

User Persona

Who are we designing for?

Olga
Retired – 82 years old
Neuquén

Bio
Olga continued with the health insurance provider after retiring because she was given the option to redirect her PAMI contributions.
She has been a member for over 50 years and has all her medical records and clinical history with Unión Personal.

Goals & needs
Resolve her questions and concerns from the comfort of her home, with access to personalized support
Manage prescriptions and medications without having to travel to healthcare centers in Buenos Aires, where her medical records are stored
Be able to use and understand the website easily and intuitively

Motivations
Request prescriptions from home and collect medication at local pharmacies, without needing to book a medical appointment or travel to obtain it
Authorize medical services with local providers through self-management, obtaining consultation vouchers within the same process
Receive better guidance and communication through the platform

Frustrations
An outdated and incomplete provider directory, forcing her to travel to an office to obtain accurate information
Appointments available through self-service are limited to the organization’s own centers in Buenos Aires
Lack of tools that make the experience optimal, useful, and pleasant—often leaving her unsure where to go to find the information she needs

Journey map

Let’s understand what users expect from the product, the difficulties they encounter throughout the experience, and the emotions these situations generate. This allows us to identify pain points, opportunities for improvement, and potential solutions.

Pain points

By identifying the main pain points, the following solution hypotheses were developed:

Optimize appointment booking and the provider directory
Design a more friendly and intuitive interface, using language familiar to users
Reduce steps and filters for the most frequently used features, requesting only relevant information
Clearly differentiate categories and options
Reduce the number of options displayed on screen
Update existing information and add missing content
Unify interfaces and ensure consistency across screens
Onboarding and tutorials
Improve information hierarchy
Digital membership card

Requirements

Proposals and definitions of functionalities for the redesign. The project scope is defined.

Based on the existing information architecture of the Unión Personal website, a Tree Testing study was conducted to identify user pain points, understand navigation errors, and improve them.

Task 1

You need to submit gynecological test results to a doctor who works at the CEMAC center in the Caballito neighborhood. You contact the call center and are instructed to book the appointment through the website.
What steps would you follow to schedule it?

Task 2

You requested prescriptions through the self-service system but did not receive the confirmation email. Now you need to buy the medication, but you must print the prescriptions first.
What steps would you follow to obtain them?

50%

Only 50% of users were able to successfully book the requested appointment, indicating that the user path is not intuitive and the information is difficult to find.

40%

Only 40% of users were able to complete the task. Once again, the interface proved to be unintuitive and the information poorly organized. Users faced too many options and steps, requiring navigation across multiple screens to reach the desired action.

FVD Matrix

Feasibility – Viability – Desirability
Based on the identified pain points and their subsequent analysis, priorities were defined in order to address user needs effectively.

Structure

Content organization

Based on the results obtained and the analysis conducted, a new information architecture was designed.

Taskflow

We defined the new paths users will follow to complete their tasks.

Taskflow 1
The user wants to book a gynecology appointment at the organization’s own medical centers.

Taskflow 2
The user is looking for a pediatric emergency service in the southern area.

Taskflow 3
The user wants to check the status of their medical prescription request and print it if it has already been processed.

Skeleton

Wireframes and wireflow

We will analyze the user journey for Task 1 (Appointment booking) through a sequence of screens.

Surface

Visual design

Golden Circle

We defined the company’s purpose, motivation, philosophy, and value proposition.

Why
The mission is to provide all members with high-quality medical services, becoming a leading reference within the Argentine healthcare system through continuous growth and technological advancement.

How
General
Web platform providing access to medical and administrative services
Appointment management. Self-service. Healthcare
Specific
Human-centered approach, experience, and infrastructure
Simple and accessible processes. Reliable and secure platform. Efficient, centralized, and comprehensive self-management
Identity
Effectively ensure user satisfaction.

What
A web-based self-service platform that allows users to complete all types of procedures and inquiries quickly and efficiently from the comfort of their home
Optimization of user experience and interface to facilitate online processes and information discovery
Access to all health insurance procedures and verified information for the entire family group

Voice matrix

How the brand identity is communicated

	Secure	Efficient	Reliable	Intuitive
Concept	Protection of personal and sensitive data. Confidential and easy to access.	Easy access to information and procedures. Useful and practical tools.	Verified and up-to-date information. Trustworthiness in processes. Quality of service and support.	Clear categories and options. Simple, transparent, and accessible
Verbosity	Clear, concise, and easy-to-understand wording.	Clear, concise, and easy-to-understand wording.	Clear, concise, and easy-to-understand wording.	Clear, concise, and easy-to-understand wording.
Vocabulary	Accurate and precise. Formal, attentive, and informative.	Accurate and precise. Practical, direct, and informative.	Direct and accessible. Personalized and informative. Formal yet approachable.	Safe, simple, direct, and easy to understand.
Grammar	Concise sentences	Concise sentences	Simple, easy-to-understand sentences with clear messaging. Transparent.	Short, concise sentences.
Punctuation	Uses punctuation marks. Avoid exclamation and question marks.	Uses punctuation and question marks. Avoid exclamation marks.	Uses punctuation and question marks. Avoid exclamation marks.	Uses punctuation marks. Avoid exclamation and question marks.
Capitalization	Only at the beginning of sentences and for proper nouns.	Only at the beginning of sentences and for proper nouns.	Only at the beginning of sentences and for proper nouns.	Only at the beginning of sentences and for proper nouns.

Tone matrix

Tone used by the brand when addressing users based on their journey

Style guide

Communication style: best and worst practices

Temática	Description	Best practices	Worst practices
Headings	Left-aligned and color-accented. Clear and concise.	✅ Self-service Access – Prescription History	⛔ View previously requested prescriptions Go to appointments
Sections \| Categories	Keywords. Short and familiar	✅ Provider Directory – Emergencies – Prescriptions – Appointments	⛔ Healthcare Providers – Medical Prescriptions – Booking at Own Centers
Copys	Concrete and descriptive supporting information.	✅ Online Medical Consultation is now available. You can try it by clicking here.	⛔ You can now request an online interconsultation with professionals from our own centers. Access via Self-service > Appointments > Online medical consultation
Notifications	Formal, respectful, yet friendly. Short and informative.	✅ Online Medical Consultation is now available. You can try it by clicking here.	⛔ When no appointments are available, the schedule appears in gray and the user cannot perform any actions.
Error messages	Clear and brief explanation of the error, indicating how to proceed.	✅ The entered ID number does not match an active member. Please try again.	⛔ Unhelpful or unclear messages such as “Incorrect data.”
Success messages	Clear and precise confirmation that the task was completed successfully.	✅ Your appointment has been successfully confirmed. Go to “My Appointments.”	⛔ “Registered” / “Requested” / “Generated”
Dates & times	Day, number, month, and year. Time in 24-hour format.	✅ Friday 03/02/2023 13:30	⛔ 03.02.2023 / Friday, February 3rd 1:30 PM
Buttons	CTAs and action buttons.	✅ Translucent or gray when inactive. Solid color when enabled. Clearly indicate the action to be performed.	⛔ Unclear buttons. Inconsistent color or size.
Inputs	Form fields and search inputs.	✅ Encourage searching or data entry. Guide the user. “Enter or select a specialty.”	⛔ Does not indicate what the user should do or enter. “Search.”

Prototype 1.0

Design system

Visual proposal for the brand identity

Purpose & shared values

Reliable

A website where users feel comfortable and safe. A platform that conveys trust and closeness, especially important for a health-focused service.

Effective

A website that meets all user needs, being functional and clear. Accessible anytime, from anywhere.

Simplicity

Fast and straightforward processes. Clear, accurate information with well-defined categories and options that are easy to understand.

Design principles

Consistency
All elements belong to the same system and are consistently applied across the entire interface.

Simplicity
Minimalist design. Clear and concise content, providing only the necessary information in an easy-to-understand way for users.

Intuitive
User needs are addressed intuitively, allowing tasks to be completed successfully without difficulty.

Accessibility
An optimal and efficient experience. User-centered design that supports usability for all types of users, considering different needs and abilities.

Usability testing

In order to validate the findings, a prototype based on the new redesign proposal was created and evaluated through usability testing.

Moderated remote testing – Insights

Platforms:
– Zoom
– Figma

Users:
4 Unión Personal members, aged between 20 and 70, familiar with the platform.
Residents of CABA and GBA.

U1 Leo, 31 years old
U2 Marcela, 54 years old
U3 Lis, 25 years old
U4 Hebe, 69 years old

Task 1

Self-service access and medical appointment booking at CEMAC

Success criteria:
– Successfully log in
– View appointment confirmation message

Was it successful?
100% of users completed the task successfully.

Task 2

Searching for cardiology providers in the directory

Success criteria:
– Correctly access the provider directory – Apply the appropriate filters to find a cardiology specialist and view their office details

Was it successful?
100% of users completed the task successfully.

Task 3

Requesting and printing medical prescriptions

Success criteria:
– Correctly complete the request form
– View confirmation message
– Understand the Prescriptions menu and reach the print option

Was it successful?
100% of users completed the task successfully.

What worked

Fast and smooth login and registration process
Intuitive interface and clear language understandable for all users; copy successfully guided users
All users found the content they expectedAll users found the content they expected
All users completed tasks successfully and with ease
All users agreed they would use the platform as their primary tool and would recommend it
Simple provider directory with few steps and clear filters
Optimized Appointments and Prescriptions menus

What didn’t work

Appointment booking limited to the organization’s own medical centers, excluding private providers
Lack of a chatbot or virtual assistant
1 out of 4 users had difficulty returning to the homepage after booking an appointment
Tasks took slightly longer than expected; although successful, 2 out of 4 users completed them through an alternative path
1 out of 4 users expressed discomfort with the color palette used in the interface

Conclusions

Based on participant feedback, the redesign received a positive response. The platform fulfills its purpose, is intuitive, and easy to use.
While most users had no navigation issues, the following points were identified for consideration:

Additional email reminders beyond the online confirmation
Clearer definitions of certain terms not familiar to all users
Direct access to family group information and member credentials without switching profiles (primary account holder)
In the future, the color palette could be adjusted to better align with a healthcare-focused concept

Despite the prototype’s fidelity limitations, users expressed satisfaction when testing the platform. They reported finding the information they expected, feeling comfortable using it in their daily lives, and stated they would recommend it to new users.

Redesign

Prototype