AIA Vitality has long championed physical health through its rewards program. Recognising that mental health is equally critical, the business launched a new initiative in the mental health sector. I was brought on to shape this initiative from a UX perspective, collaborating with internal and external teams to demonstrate its potential through user-centred design.

My Role:
Supported by clinical data and research from our partners, I developed high-level personas to define key user journeys. These journeys informed the design of various states and screens, enabling a personalised and engaging user experience.

A primary goal was to incentivise users—via Vitality points—to complete preliminary questionnaires, which provided tailored insights and resources to support their mental fitness journey. Simultaneously, the initiative aimed to promote third-party partners (e.g., Calm app) and integrate wearable devices to cross-sell products and features. I prototyped these designs and presented them to key stakeholders to secure funding.

Disclaimer: The designs presented are not final but conceptual representations informed by clinical research and business objectives.