Cases

Oh Menzis, how beautiful you are

Concept7 & Menzis

Menzis is one of the largest independent health insurers in the Netherlands, formed in 2006 through a merger between Amicon, Geové, and NVS. Initially a provider of health and income insurance, Menzis has focused solely on healthcare since 2008, with consumer brands such as Anderzorg, Menzis, and Hema.

The customer Menzis
Cases
UX design Visual design
Branding
Development Gebruikersonderzoek
Results https://www.menzis.nl/

Where it all began

It was in that same year, 2008, that Menzis set out to improve its digital services by investigating the problems users encountered when visiting their website.

As one of the first User Experience agencies in Europe, Concept7 had access to a fully equipped eyetrack-lab, where Menzis' website was tested

User first

The website offered an overwhelming amount of information on a single page—preferably everything on the homepage, and ideally above the fold (the part of the page visible without scrolling).

The eye-tracking research revealed a surprising insight for Menzis: users primarily visited the website to complete very specific tasks. As a result, they showed little interest in other content.

This insight laid the foundation for Menzis’s digital strategy going forward:

Optimize digital tools by putting the user (and their tasks) at the center

The transformation

This marked the beginning of a successful partnership—one that lasted no less than 10 years. A collaboration built on the principle that your users (your customers!) should always come first.Maar waarom?

Since that first user test in 2008, we’ve been continuously working to improve and optimize the entire ecosystem of brands.

From the homepage, Reimbursements, and My Menzis tot the Anderzorg label.

We approached everything from the user's perspective, conducted thorough research, and translated our findings into engaging, distinctive, and effective designs.

A selection of designs for SamenGezond

But the goal wasn't just to improve services through customer journeys. The transformation toward a user-centered organization was also aimed at making the brand more relevant, distinctive, and innovative, for both people and society.

Another key objective was to better support people in making informed health decisions. To achieve this, we explored the complete healthcare journey and the role Menzis plays within it.

All those studies, interviews and tests taught us a lot. For example, we learned that for many people, the intrinsic difference between health insurers and insurance plans is minimal.

We also found that not everyone is aware of, or understands the difference between contracted and non-contracted care. And that quality is difficult to grasp for most people. After all, what does a 7.6 really mean for a treatment or healthcare provider?

These insights also sparked a deeper transformation behind the scenes.

From an organization focused on selling insurance policies and processing claims, Menzis has evolved into a brand that helps people make the best health decisions.

Menzis transformed from an inside-out organization to one that thinks and acts from the outside in. Most importantly, it has become a company that embraces the power of design, user research, and human-centered thinking as key drivers of strategic success.

Because doing the right thing is one thing, truly believing and feeling it is something else entirely.

Do we have a match?

Want to learn more about how we can give your business a strategic edge through Human-Centered Design? Get in touch with us or take a look at our other cases.