MAVIE

Mavie, a sister company of the Uniqa Group, is dedicated to transforming digital health services. I joined the team early on as the UX Design Lead, serving from February 2021 to December 2024, and played a key role in building the brand from the beginning.

In this position, I focused on developing a user-centered design approach and creating a cohesive brand identity. My work ensured that our products aligned with Mavie’s mission to make healthcare more accessible and trustworthy.

Brand Creation

Research :

To better understand our target audience, Mavie conducted a Gallup survey with over 1,000 participants across 100 EU countries. The survey focused on testing potential names and gauging expectations for future digital health services.

Insights :

The results were insightful: our primary audience is female, seeking trust, proximity, and simplicity in their health services. They are also highly sensitive to data privacy issues

My Role:

Developing the brand identity for Mavie was both an exciting and challenging task. Under the guidance of CEO Lukas Mayer and in collaboration with IAM Studio, we crafted the concept of the Mavie Line.

The Mavie Line reflects the ups and downs of life, symbolizing Mavie’s commitment to supporting our users every step of the way.

Design:

With these insights, we designed a round-shaped logo that is friendly and familiar, using warm colors to create a welcoming atmosphere.
Our goal was to convey a lifestyle mood, distinct from the cold, tech-focused feel often associated with health services.

Feedback during testing was positive, with users finding the brand reliable and close to their needs, even if it didn't appear overly innovative.

Mavie Design system

My role:

As the leader of the design system initiative, I recognized the need for a cohesive and scalable approach to design across Mavie's various projects.

Purpose:

Mavie is structured into several independent squads, each responsible for developing and validating different business ideas. To ensure consistency and facilitate the integration of validated projects under the Mavie brand, I proposed and built a design system.

→ Link to April design system on Figma

Benefits:

There are several benefits to this design system: it ensures consistency across all touchpoints, enhances accessibility, and allows for the quick reuse of components.

Technical stack:

We based our design system on the well-known SHADCN Next.js UI kit library, adapting the components to fit Mavie's design language, which we call “April”. These components are documented and integrated into Storybook, making them easily accessible for developers.

Problem:

One of the significant challenges we faced was integrating Mavie Me, a blood test service, into our existing design system. Mavie Me has a distinct design, with different colors, fonts, and a unique logo. Initially, we attempted to integrate it using variables, but the color palette hierarchy and structure did not align with Mavie's.

Solution:

To overcome this challenge, we decided to add a variant to our components, specifically for Mavie Me. This solution allowed us to maintain the integrity of both brands while ensuring consistency within the design system.

Evolving Design System

Process:

Our design system is a constantly evolving project. As new components are designed for various projects, we evaluate their potential for reuse. Only components that can be reused across multiple projects are integrated into the design system. This approach ensures that our system remains lean and efficient, focusing on components that provide the most value.

Use case: enera

Enera aims to simplify the payment process for medical bills in Austria. By subscribing to Enera, users receive a card to manage all their medical expenses seamlessly. Enera advances the payment and handles reimbursements through public and private insurance, ensuring users only pay the remaining balance.

Role as a UX Designer :

The leadership preferred not to brand the service as Mavie, opting for the temporary name "Enera." However, from a design perspective, we were tasked with integrating Enera into the Mavie ecosystem, utilizing components from our existing design system.

Challenge :

The billing and administrative process is inherently complex, but our goal was to simplify the client-side experience. The primary pain point was the onboarding process for the service.


Enera Onboarding (Main UX Challenge) : 

While the Enera onboarding process is intricate, it was essential to incorporate Mavie account registration into the flow. The onboarding process includes the following steps:

1. Selecting a plan
2. Entering personal data
3. Providing insurance details
4. Adding a co-insured person (optional)
5. Uploading invoices
6. Card payment

Outcomes :

Through iterative testing of different sequences and wording (usability tests and feedback sessions), we successfully enhanced user engagement during the Enera onboarding process. This effort significantly reduced drop-off rates, particularly at the plan selection and payment steps.

•Optimized Registration: Simplified the complex registration process, resulting in a 20% increase in successful subscriptions.

•User-Centric Design: Focused on creating a swift and straightforward process, effectively managing drop-off rates and building user trust.