Claimable
product design, branding, design system foundation
Overview
Through a simple application, Claimable empowers patients to better represent themselves as they appeal unfair decisions related to reimbursement for treatment.
Claimable’s AI-powered platform crafts custom appeals backed by clinical evidence, policy insights, and the user’s unique health story. Each appeal delivers powerful arguments to boost the chances of overturning the denial.
Client
Claimable
Role
product design, brand development, design system foundation
Brief
Design Claimable’s brand strategy and V1 product experience.
1 out of 5
insured adults face a denied health claim
<1%
of people pursue an appeal, yet everyone has the right to demand a fair resolution
Over 80%
of Claimable appeals succeed, with most resolved in 10 days or less
Challenge
As a self-funded startup, Claimable needed a proof of concept quickly to kick-off their pilot program for testing and to raise more capital.
Objectives
Define and map the v1 user experience, focusing on patients with rheumatoid arthritis.
Develop a foundational brand strategy and the foundation of a design system to inform product evolution and future iterations.
Design the product MVP to effectively guide the user to generate an appeal while maintaining simplicity and clarity of use.
Impact
80%
appeal success rate
$1M
in patient savings since launch
5+
publication features including Forbes, TIME, and Bloomberg
Award
winning
Claimable received TAI’s 2024 Prometheus Award for Startup Technology Company of the Year
Defining user flows and interaction design
We kicked off defining the MVP by addressing crucial questions that would inform the brand and product strategy and help ensure scalability.
What is AI’s role and visibility to the user?
We delved into various interaction patterns, questioning whether personifying the AI would truly enhance the experience. We hypothesized that, in the user’s context, emphasizing the AI might undermine the promise of a straightforward, hassle-free solution. Additionally, adopting a dynamic back-and-forth chat model would introduce significant development and performance costs, potentially complicating what should be a seamless process.
This led us to adopt a laser-focused questionnaire model that streamlined the user journey, prioritizing clarity and efficiency over an open-ended chat approach. By deemphasizing the AI’s presence and avoiding the pitfalls of chat-based interactions—which often introduce user error and backend inefficiencies—we created a more intuitive and controlled experience.
What information is essential for a strong appeal?
With a tight timeline, we couldn’t become medical claim experts overnight. Collaborating closely with the Claimable team was crucial in identifying the essential data needed to deliver value.
Iteration and collaboration to uncover simplicity
We conducted multiple workshops with the team to get crystal clear on question content, intent, and order. Roughly five iterations later we had the simple flow we set out to create.
Crafting brand platform and identity
We used mood boards to quickly present a variety of visual directions to the team. The winning direction effectively conveyed the tech-forward look and feel of a healthcare-disruptor that the team envisioned.
Breaking free from conventional healthcare aesthetics
We broke away from the conventional blues and greens dominating healthcare branding, opting for bold neon hues balanced by complementary purples and neutral blues—reflecting Claimable’s disruptive spirit. The typography reinforced this ethos, with wide, distinctive letterforms that exuded confidence and a tech-forward edge.
Shaping a cohesive and impactful brand voice
In exploration workshops we honed in on defining distinct brand traits, crafting language that resonates and inspires, tailoring voices for different contexts, and pinpointing key messages for the target audience. To ensure consistency, we established a clear communication style with guiding examples.
Blending brand with product
We explored a handful of visual approaches to zero in on a design that effectively communicated the brand while maintaining simplicity and clarity of use.
Building in moments of trust with affirming language
Recognizing the sensitivity of the information we would request, we wove in moments of reassurance—affirming data security and emphasizing its role in strengthening the user’s case.
Utilizing load time to build confidence & support
The AI engine required time to process submissions, giving us a chance to turn idle moments into meaningful touchpoints—offering clarity, building trust, and deepening user engagement.
Supporting future iterations with a design system foundation
After locking in our screen designs we built the foundations of Claimable's design system to ensure cohesion and consistency through the product’s evolution.
Handoff & Launch
Once we delivered the designs, our role ended—but for Claimable’s team, the real work was just beginning.
$2.75 mil
raised in venture capital
With a solid v1 product Claimable was able to launch their pilot test program with an arthritis-focused organization that helped them close their seed round.
Since launch
Claimable has successfully scaled up their team and continues to increase awareness, improve their product, and grow their customer base.
80%
appeal success rate
$1M
in patient savings since launch
5+
publication features including Forbes, TIME, and Bloomberg
Award
winning
Claimable received TAI’s 2024 Prometheus Award for Startup Technology Company of the Year