Building a better world with Betterfly
OVERVIEW
Meet Betterfly. Group insurance like no other. Employee benefits, wellbeing, engagement and rewards in one platform that people love – and use every day. Betterfly combines customisable group insurance for companies and employees, including benefits, rewards, and the ability to make donations to selected charities.
After going through a rebrand in 2022, the product experience needed to flex and evolve to align with the new brand identity. One of the key challenges we faced was to find a way to communicate Betterfly’s product in the clearest, most straightforward way.
CLIENT
AGENCY
INDUSTRY
Games, Finance,
Technology
SCOPE
Brand Storytelling, User Journey & UX Writing
The challenge
UNDERSTANDING
Focusing primarily on SMBs (buyers) and employees (end-users), Betterfly leads with the pillar of insurance protection, through a product-led, gamified approach
Gamification plays a fundamental role in the Betterfly platform, turning habit-building into a fun and interactive experience. The game design aims to help users adopt daily habits such as walking, exercising, sleeping, saving for retirement, meditating, practising gratitude, and more, through rewards such as charitable donations, gift vouchers, and financial incentives.
In this context, the app becomes the centre for engaging and improving the overall health and well-being of each user while generating a large-scale impact. Betterfly promotes daily positive actions through a gaming experience that rewards healthy habits, participation in communities, and social impact.
In addition to actions that can be integrated through devices, the app will allow employees to access content that promotes education and learning for personal well-being. The ability to share this content will not only allow for the socialization of completed positive actions but also generate knowledge and interest among employees and friends regarding the healthy interests of users participating in the Betterfly platform.
Every positive action recorded on the platform will allow employees to earn three major types of assets:
Betterflies, which refer to experience points on the platform and can be progressively accumulated without the need for redemption;
Bettercoins, a digital currency that can be redeemed for social donations in a purpose-driven central experience;
Rewards, as personal incentives within the game experience journey, will be detailed further in this document.
KEY INSIGHTS
The Betterfly app needed a consistent narrative theme. A theme that would facilitate the introduction of new users to the app while bringing everything together.
STRATEGY
The app’s mascot, Buddy, needed to play an integral role in the Betterfly experience. We just needed to work out what that looked like.
The first goal was to get to the root of Betterfly: the brand purpose. From there, I could explore the different aspects of their offer (insurance, benefits, rewards, donations) and the unique qualities of their offer (flexibility, portability, community), as well as the mechanics of the game and how to drive engagement.
For the narrative, it needed to be the following:
Have a creative story theme
Connected to the real world
Something people can see themselves “in”
Something that resonates with real life, but aspirational
Something that appeals to people of all ages
Something that allows users to keep expanding the journey.
Questions I explored were:
How does the Betterfly Effect manifest itself through this Journey?
What role does Buddy play in the game? Is he the main character?
How can we integrate Buddy seamlessly into the experience?
Through a collaborative effort, we designed a narrative approach for the onboarding journey that felt inspiring and motivating, whilst bringing the brand purpose to life.
DESIGN: ONBOARDING
email onboarding flow
Content Design System
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