ManulifeMOVE

MY ROLE: End-to-End UX/UI Designer
RESPONSIBILITIES: Research • User Testing • Product Strategy • User Flows • Wireframing • UI Design • Stakeholder Alignment • Validation
PLATFORM: Mobile App

PROJECT OVERVIEW

ManulifeMOVE is a digital health and wellness program integrated into the main Manulife customer app, evolving from a standalone product into a more connected customer experience. The platform introduces a tier-based benefits system, combined with activity tracking, rewards, and missions to encourage healthier lifestyles. It enables customers to understand their membership tier, discover curated partner benefits, and seamlessly access benefit information within the app.

PROJECT GOALS

Business Goals

Consolidate MOVE into the CWS ecosystem
Increase user engagement
Improve mission participation
Strengthen retention
Create a scalable foundation for future wellness initiatives

Design Goals

Simplify the overall experience
Improve discoverability of key features
Increase motivation through rewards and progression
Create meaningful connections between wellness activities and benefits
Support existing user habits without introducing unnecessary friction

DESIGN PROCESS

EMPATHISE

Understand user needs and feelings through research

DEFINE

Clearly state problem based on insights

IDEATE

Generate creative solutions to the defined problem

DESIGN

Create visual designs and interactive models of solutions

TEST

Collect user feedback to imporve and refine designs

RESEARCH & DISCOVERY

Before exploring solutions, I wanted to understand how users expected these wellness experiences to work together.

Research Activities

Usability Testing
Existing Product Audit
App Review Analysis
Stakeholder Discussions

Key Insights

The research uncovered an interesting pattern. Users wanted to stay active, earn rewards, understand benefits, and track progress. The challenge wasn't feature discoverability alone. The challenge was creating meaningful connections between those experiences.

USER TESTING

User testing 1: MOVE Membership study

25 Users
Singapore
Age 26–52

Objective:

To evaluate whether users:

Understand the activity tracker, rewards, and missions flow
Find the flows and copy intuitive and aligned with expectations
Expects rewards, missions, and member benefits to be connected even though right now, they work separately
If they expect anything else in the flow

Task 1: Imagine you are an Essential tier member and you want to check your membership card and find out more on how to upgrade to next tier. Please show us where would you look for the information.

Please indicate your level of agreement with the following statement: "It is easy to find my membership card”

Task 2: Next, you would like to explore the partner benefits for all membership tiers. Please show us how would you do so

Please indicate your level of agreement with the following statement: “It is easy to find the benefits across all tiers"

Task 3: Lastly, you are keen to find out more on how you can redeem your benefits. Please show us how you would you find the information.

Please indicate your level of agreement with the following statement: "It is easy to find the information on how you can redeem your benefits"

Comments

very easy to find (3)
The big green button was very obvious and clear. Maybe a text indication might help, e.g. "Membership: Essential" within the green button, but this doesn't feel absolutely necessary. the button as is, is pretty clear (4 users)
Prominently coloured header and/or banner for easy navigation is immensely helpful
The logo and wording is loud and clear, which allowed me to find it easily. (1 User)
The information is detail enough. And I can found the relavant info easily (1 user)

Thoughts

💭 since this is a new feature, when the user opens the app once it’s released, have a focus bubble to let them know about it (1 user)

💭 I like the green button with the text, "Membership", which made finding the ither tiers a tad easier. i would replace the photo behind the button with the illustration in the previous version that I just tested.

Were you able to find information on how to upgrade to the next tier?

Which of the following items do you find most useful? Please rate each item based on its usefulness to you. (1 = Not at all useful, 5 = very useful)

User testing 2: MOVE Activity tracker, Missions & Rewards

Objective:

Understand Entry Points for Rewards and Missions
Observe how users locate and access the rewards and missions section.
Evaluate whether the entry point is intuitive and easily discoverable.
Identify How Users Access the Activity Tracker
Determine if users click the “Connect” button for the activity tracker on the homepage or accessed through the MOVE section.
Evaluate Flow and Copy
Assess whether the user flow and interface copy are intuitive, clear, and aligned with user expectations.
Explore Additional User Expectations
Identify if users expect any other steps, features, or guidance within the flow that are currently missing.

Task 1: Imagine you are exploring the Missions feature in the Manulife SG app. Show how you would find and take part in the 30-Day Wellness Mission.

Please indicate your level of agreement with the following statement: "It is easy to find missions on Manulife SG app"

Task 2: You want to explore rewards in the Manulife SG app and decide to claim reward from Garmin. Please show us how you would complete the redemption process.

Please indicate your level of agreement with the following statement: "It is easy to find rewards on Manulife SG app"

Task 3: Now you would like to check activity tracker on the Manulife SG app to view the number of steps you have walked and the calories you burned. Please show us how you would access this information.

Please indicate your level of agreement with the following statement: "It is easy to find informatioon about step count and calories burned on the Manulife SG app"

KEY FINDINGS & DESIGNS

Membership experience

Finding:

Membership was a newly introduced feature within the MOVE ecosystem. While users successfully discovered the feature, several participants expected additional context around tier information and progression.

Validation:

21 out of 25 participants successfully located membership information
Membership discoverability score: 3.91 / 5
Benefits discoverability score: 4.56 / 5

Design Decision

To improve clarity and first-time adoption:

Introduced a first-time onboarding prompt highlighting the new feature

- Increased visibility of membership information from the homepage

- Added a "New" label on the navigation bar for MOVE

On click of "MOVE"page opens and shows membership tier on front page

Benefits Experience

Finding:

Users naturally explored benefits through both the Membership Card and MOVE navigation.

Validation:

Users successfully located partner benefits through both entry points
Users were able to compare benefits across different tiers

Design Decision

Maintained multiple access points to benefits. Benefits remain accessible through

Membership Card

MOVE Navigation

Benefits listing

Mission experience

Finding:

Although some participants suggested moving Missions higher on the homepage, task completion rates indicated that the existing placement was already effective.

Validation:

10 out of 12 participants successfully completed mission-related tasks
Mission discoverability score: 4.17 / 5

Design Decision

To improve clarity and first-time adoption:

Maintained the existing homepage placement.

Reward experience

Finding:

Rewards was one of the most discoverable features within the ecosystem. Some participants also associated rewards with wellness activities and tracking behaviour.

Validation:

11 out of 12 participants successfully located Rewards
Rewards discoverability score: 4.42 / 5

Design Decision

Maintained the current reward placement while identifying future opportunities to strengthen the relationship between rewards, missions, and wellness activities.