Guiding end users to the most suitable insurance solution
CM is the largest health fund in Belgium, serving approximately 4.5 million members. Choosing the right health insurance to match your unique situation is a rather difficult task. Therefore, CM has made it a priority to give both members and non-members a clear overview of its offerings through user-friendly digital tools.
Since 2018, a dedicated Craftzing team of service designers, UX and UI designers, developers and a project manager has supported CM in building exactly that. A partnership that has resulted in “Mijn CM-voordeel”, a tool that lets people simulate their personal benefit package.
The challenge : a fragmented offering and a tool people gave up on
The 2022 merger of various mutualities into the “Landsbond der Christelijke Mutualiteiten” left CM with a fragmented landscape of insurance solutions. End users often found it very hard to navigate the many different options and legacy platforms. Everyday it became more clear that retaining existing members and attracting new ones depended more than ever on a clear digital overview of what CM actually offered.
“Mijn CM-voordeel” already existed to help with exactly that: since 2018, it had let both members and non-members calculate their personal benefit package and compare it against other health funds during the exploration phase of their journey. But by 2022 the tool needed a dramatic update.
User-friendliness, design and technical performance all needed to be improved significantly, and CM wanted the tool integrated with its CRM system for better data analysis and smoother follow-up with leads and customers. A closer look at the existing tool at that time revealed an even sharper problem: users were dropping out at the very first step, put off by an overly busy screen and requests for more data than felt necessary.
The solution: a 30% jump in completed simulations
The renewed “Mijn CM-voordeel”, launched in December 2022, calculates membership fees and a personalised benefit package based on a family's actual composition. The logic behind it is built around five very specific personas ranging from young adults without children to seniors aged +65 and everything in between.
After entering their details, users get a clear overview of their benefits split into primary and secondary categories, which they can toggle per family member to fully personalise the package, with the summary recalculating automatically as they do.
Current members can jump straight into the CM app or their account, while non-members can join directly through a clear call to action. Both groups can download a PDF summary or reach out with questions, with non-members who don't join immediately followed up by a local CM office.
Backed by a dedicated communication campaign and a permanent spot on the CM homepage, the tool drove real results. Within a year, CM recorded 13,000 completed simulations, a 30% increase over the previous four years' annual average.
The approach: rebuilding from real user feedback, not assumptions
Craftzing's UX researcher started by picking apart the previous tool. Think about its flow structure, the data it asked for, whether that data collection was actually justified, and so on. The service designer then connected those findings to direct feedback from user interviews, guiding people through a new prototype and asking targeted questions about what worked, what didn't, and what could be better.
Hence, the team was sitting on a pile of information which confirmed the drop-out problem at step one and made clear that clarity of calculation and a simple visual presentation of the benefit package had to be amongst the top priorities. These principles were then carried straight into UI design and development.
Working closely with CM, the team also developed the five family personas that now drive the tool's calculations, and shaped the three-step flow users go through today: family composition, membership status, and personal contact details. Looking ahead, CM plans to integrate the tool with its CRM system, making follow-up with both members and non-members smoother still.
