Manulife MOVE
Launching Asia’s first behavior-linked health insurance platform and mobile ecosystem.
Role
Product Designer and Icon Illustrator. Designed the core tracking experience, wearable integration flows, and gamified reward ecosystem for the initial regional launch.
Scope
Native iOS & Android design, data sync mechanics, gamification strategy, habit-loop UX, biometric UI states, prototyping.
Context
Collaborated with Manulife Hong Kong to completely flip the traditional, passive insurance dynamic, shifting the company into a daily consumer lifestyle touchpoint by linking steps directly to premium discounts.
1. Case study overview
Driving daily engagement through biometric data
Traditionally, health insurance is an invisible utility. You buy a policy, set up a direct debit, and only think about it if something goes wrong.
For the Hong Kong launch of Manulife MOVE, the goal was to completely flip this passive dynamic. We built a native ecosystem that shifted the company from an annual premium collector into an active, daily wellness driver.
2. The core challenge
Shifting traditional consumer behaviour
The primary hurdle was managing the friction of continuous user data sharing. We needed to design an interface that incentivised users to sync private biometric data daily, minimising the cognitive load of hardware pairing and real-time step ingestion while making the experience feel rewarding rather than invasive.
3. Wearable integration
Streamlining hardware and data syncing architecture
To make behaviour-linked insurance work, the underlying data pipeline had to feel instant and invisible. We focused heavily on translating complex Bluetooth and API sync statuses from early wearables into incredibly clear UI micro-copy. By designing reactive visual states, we ensured that data aggregation discrepancies were handled behind the scenes without breaking user trust.
4. The gamification engine
Designing the active habit loop
Instead of looking like a sterile corporate portal, the app needed to compete with premium fitness tracking products. We designed a focused dashboard centred around a single, clean progress wheel. By utilising dynamic progression bars and digital badge milestones, the UI validated micro-achievements daily, keeping momentum high long before the annual policy discount kicked in.
4
Initial regional markets scaled using the Hong Kong UX blueprint
10%
Maximum premium discount unlocked by hitting daily milestones
Gold
Best FinTech Award at the Hong Kong ICT Awards
5. The impact
Scaling a regional success story
The Hong Kong launch successfully proved that financial premium incentives, when paired with a frictionless UX habit loop, could fundamentally change policyholder behaviour. The initial release laid down the exact foundational design system and structural framework that Manulife later used to finalise and scale the MOVE platform across its major Asian markets.