Overview
Adrenalin partnered with iCare to transform their enterprise website with a user-first approach that aligned with their new scheme-first vision. As a leader in insurance and care services, iCare needed a digital interface that reflected customer needs, complied with regulatory requirements and adapted to evolving customer and business objectives. This transformation streamlined navigation, improved user interface, optimised information architecture (IA), and refined iCare’s content strategy to create a seamless, personalised experience for all user groups. Through a strategic, research-driven process, Adrenalin delivered a best-in-class prototype and UI model validated through extensive user testing to ensure usability and effectiveness.
What we did
- User research
- IA optimisation
- UI modelling
- Rapid & iterative prototyping
- User testing & validation
- Feature roadmap prioritisation
- Scalability planning
42%
Reduction in average time to complete key user tasks on prototype
2-week
User testing research turnaround
94%
Key stakeholder approval of final UX strategy
Enhanced user experience through research-driven
Adrenalin employed a research-led approach to ensure the new digital experience was truly user-centric. By conducting stakeholder workshops, performing data analysis, and mapping user behaviour, we identified key friction points and areas for improvement. This led to a customer segmentation strategy that personalised user journeys, an intuitive UX design validated through real user testing, and included recommendations on accessibility for diverse audience groups, including injured workers, employers, service providers, and government agencies.
Optimised navigation and information architecture
The existing website reflected iCare’s internal structure rather than user needs, making navigation complex and unintuitive. Adrenalin restructured the IA using card sorting exercises and iterative prototyping to ensure information was easily discoverable. As a result, users could find scheme-specific information effortlessly, reducing confusion and frustration. A logical and user-friendly IA solution was designed to cater to multiple audience groups with different needs, and navigation structures were validated through interactive prototype testing to ensure efficiency and clarity.
Scalable and future-ready digital platform
To support iCare’s long-term digital goals, Adrenalin designed a modular and scalable website framework that could evolve with business needs without requiring structural overhauls. This flexible digital platform allowed for continuous enhancements, guided by a detailed product roadmap. Additionally, governance frameworks and documentation for IA, user flows, and technical requirements ensured internal alignment and long-term maintainability.
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