Connect workplace wellness with better protection : TeamWalk integrates health management and group insurance services

Team : Project Manager, UX Researcher, UI/UX Designer, UI/UX Designer, Illustrator, Developer
My Role : From UX Strategy to UI/UX & Visual Design
Project Type : App design, UI/UX design
Project Time : 2020-2021 / 8 Months
Awards : Innovation Business Awards (Gold Award, Best Business Model), Digital Financial Award (Golden Quality Award)

Goal & Design Process

Goal :
Provides health management and group insurance services to enhance customer engagement and business performance across Taiwan Life’s group insurance channel, while delivering a seamless user experience.

Design Process :
We explored and validated financial service opportunities through four stages: Empathize, define, ideate, and prototype(concept development)—continuously assessing real user needs, solution feasibility, and validation methods.

Define

Clarify design scope & business strategy

Research

Market analysis, interviewing users to find the pain points and requirements.

Ideate

Create several sketches and potential solutions.

UX flow

Function integration and information architecture.

UI/GUI

UI design, illustration and interaction.

1. Define : design scope & business strategy

✺ Design scope

The wellness-linked insurance model encourages policyholders to actively manage their health through checkups, exercise, and wellness activities in exchange for rewards and benefits, promoting healthier lifestyle habits.
Taiwan Life applies this concept through group insurance, focusing on health management and walking activities to encourage proactive health behaviors. By integrating wellness services into its insurance platform, the solution creates mutual value for enterprises and users while strengthening engagement.

For Teamwalk’s two core service areas, this project focused on understanding users’ insurance awareness, purchase experiences, and attitudes, as well as their motivations, behaviors, and attitudes toward exercise and health management. We also explored corporate clients’ perspectives and expectations regarding the adoption of the service platform. By integrating insights from different stakeholders, we aimed to shape a holistic group insurance and health management experience.

✺ Business strategy

Through multiple client requirement meetings, we clarified the overall business strategy and development direction, while mapping key stakeholders, primary users, and product development timeline.

2. Research : Market & User Insights

Preliminary Research

19

App product

Desk Research
Competitive Analysis

Qualitative Research

4+5

Enterprise|Target Users

Stakeholder Interviews
In-depth Interviews

Quantitative Research

134

Valid Responses

Chi-Square Test of Independence
Kano Analysis

✺ Product analysis : User Motivation Strategies

Product analysis revealed two key dimensions: Goal-Oriented × Platform-Oriented and Intrinsic × Extrinsic Motivation. Goal-oriented products focus on data and performance, while platform-oriented products support broader lifestyle ecosystems.

Further analysis of app features revealed that most insurance products now frame insurance through a health-focused lens rather than medical care alone.

Drawing on market trends and research findings, we found that combining personal health habits with social interaction can better foster long-term engagement. Therefore, we recommend positioning Teamwalk as a “Platform-Oriented × Intrinsically Motivated” health management product, differentiating it from traditional step-tracking apps.

Beyond comprehensive group insurance services, we recommend centering the product around community activities, peer encouragement, and a sense of achievement, transforming health management into a more engaging social experience and providing a clear foundation for product concept development.

✺ Quantitative Research : User Behavior Insights

Group Insurance Awareness

Health Management Experience

▎ Understand group insurance & claims

▎ Consider group coverage when planning insurance

▎ Continued Use of Step-Tracking Apps

Middle-aged users tend to include group insurance in their personal insurance planning, suggesting that integrating personal policy information could improve policy management efficiency.
Step-tracking app usage is common, especially among younger users, with nearly half continuing to use them.

Willingness to Purchase Walking-Based Insurance

▎ Average Daily Steps

▎ Walking Insurance Purchase Intent by Age

Younger users show the highest walking activity and stronger willingness to purchase walking-based insurance.
Nearly half of those who have purchased medical or health insurance are interested in walking-based insurance.

Preferred User Motivators

▎ Preferred Motivators

▎ Monetary Incentive Comparison

To effectively motivate users, make goal setting easy and provide feedback and rewards upon completion to help build lasting habits.
For monetary rewards, users prefer tangible rewards or vouchers over insurance discounts and uncertain benefits.

✺ Qualitative Research : Target Audience Definition & Interview

Based on the platform’s goals, we defined five key research dimensions and mapped the target audience spectrum to analyze different user characteristics. We then selected representative participants for in-depth interviews.

✺ Empathy Map

We conducted in-depth interviews with five key user groups to gain a comprehensive understanding of their current behaviors, experiences, and practices related to exercise and health management. We further explored their needs, expectations, and pain points, as well as their experiences with insurance claims, including existing processes, operational methods, interaction patterns, and key challenges.

Following the interviews, the team used Empathy Maps to organize and synthesize user feedback across four dimensions—Says, Thinks, Does, and Feels. By cross-analyzing the findings, we identified common behavioral patterns and underlying needs, ultimately distilling them into key insights that informed the subsequent product and service design.

Key insight

Link personal and social data to personalize content, increase information value, and motivate data improvement.

Offer diverse activity formats based on health performance and social preferences to meet individual needs.

Tailor incentives to exercise experience and intensity, using real-time feedback to build achievement and encourage continued use.

Points alone cannot drive participation. Rewards should connect with users’ real-life needs to increase motivation.

Users still seek professional support for insurance purchase and management. Expertise and accessibility are key experience differentiators.

Enrollment, cancellation, and claims shape users’ final impression. Simplified processes and professional support can improve retention.

Privacy boundaries remain unclear, with employees and enterprises having conflicting expectations around data usage.

The group insurance platform should empower HR teams rather than create additional administrative workload.

3. Ideate : Create product features

✺ Mapping Insights to Design Concepts: Health Promotion × Group Insurance Services

With the final design concept established, we used Miro to explore detailed features, define the information structure, and organize functional modules. Before moving into UX flows and prototyping, we aligned with the client on the overall design spec to validate requirements, technical constraints, and feasibility

This priority feature map captured our key ideas and initial app information architecture.

4. UX flows : Mapping key user journeys into clear flows

5. UI / GUI design : Turning UX flows into intuitive, functional interfaces.

I designed key interactive interfaces and led most of the illustration and badge design.
Through multiple rounds of visual exploration, we established a cohesive design system defined by subtle 3D elements, rounded forms, and vibrant colors.

TeamWalk : A Group Insurance and Health Management App

Designed for both parents and children, the app features TA-based interfaces tailored to different user needs, creating a new family-oriented financial experience.

✺ Health Promotion

During onboarding, users can customize their avatar to create a more personalized experience. The avatar dynamically reflects their weekly activity level and BMI, visually communicating their health status through different expressions.

In the Health section, users can also set personal goals to build long-term healthy habits, supported by tasks and rewards that encourage continued engagement.

✺ Health Status

Health scores are categorized into five levels: Excellent, Good, Fair, Moderate, and Needs Attention.

✺ Adventure Map :UI Gamification & Illustration

A gamified journey that combines social interaction with personal growth. Users convert their daily steps into walking experience points to unlock treasure chests and energy crystals along the way. By traveling through different eras, users gradually uncover the story and explore the evolving game world.

✺ character cards and achievement badges

Complete challenges and reach different milestones to unlock rewards, including limited-time mini-games. Users can collect character cards and achievement badges as they progress through each level.

We designed a diverse range of competition formats, including one-on-one challenges and team-based competitions, allowing users to participate in ways that match their preferences. By combining friendly competition, collaboration, and real-time interaction, the experience strengthens community engagement and motivates users to stay active over time.