BendHSA

About the company

Bend Financial is a Health Savings Account (HSA) technology company that, using AI and behavior-based logic, built a platform that teaches consumers how to make the most of their HSA. The solution includes sophisticated expense and contribution management as well as compelling data visualizations that offer a snapshot of all aspects of saving and spending.

Challenges

BendHSA was looking to be a disruptor in a homogenous market.

Bend HSA needed a partner who could ensure that the design of their product was as differentiated and innovative as their underlying vision. In a homogenous market, with more than 1000 players, there was an opportunity to stand out by creating a trustworthy, approachable experience for consumers. Bend already had its own web application development team and was mainly looking for a design partner who could create different screens for their digital product. 

Solutions 

The FM Team Led Bend through a business model canvas to clarify project drivers and to align around strategic goals. 

Developing a whole design system gave our client a launchpad for success. Our deliverables included a fully responsive HTML prototype ready for API integration, as well as a documented design framework that was a blueprint for product extension and evolution. Focussing our efforts on a human-centered approach, interviews conducted with current HSA users revealed key areas of opportunity and established two primary areas for innovation; reducing the friction of setting up and managing HSAs, and delivering intelligent, behavior-based guidance to help users increase their savings.

Results

Going beyond simply creating screens and instead, we developed  an entire design system in a very rapid timeframe.

The Bend HSA digital product offers a modern user experience that is simple, and highly usable. This differentiates it from competitors, setting a new standard of design excellence for the whole industry. Using AI and behavior-based logic, the platform meets consumers where they are, teaching them how to make the most of their HSA. The compelling data visualizations offer a snapshot of all aspects of saving and spending, ensuring consumers understand their benefit status.

Take a look at the design on Behance.

Take a peek at snapshots on Dribbble.