Designing a self-service app that achieved a 4.6 App Store rating
The problem
Maxxia's existing app had limited functionality and a 1.2 App Store rating. Customers had to call for assistance, driving high call volumes and long wait times.
This presented a clear opportunity: transform the app into a self-service platform that could improve customer experience while reducing operational strain.
Business goals
Improve App Store rating
Increase digital Claims
Increase active users
Decrease support calls
Impact
1.2 to 4.6 App Store rating
95+% online claims completed through the app
5–10% increase of active users per month
Reduction in support calls relating to Claims
Project design team
2–3 UX Designers
1 Service Designer
1 UX Copywriter
My contribution
Led UX and UI design for two features (Identity and Amendments)
Contributed to UX and UI across the remaining five features in a collaborative team approach
Ran usability testing with 9–12 participants per feature
Sole in-house project design team member working with agency-based contractors
Collected and synthesised feedback from Alpha and Beta surveys; fed insights into ongoing squad for fixes and backlog improvements
Provided ongoing UX and UI support post-delivery once contractors finished
Design process
User stories were developed by Business Analyst based on Service Designer's initial customer research that was undertaken before the UX Designers were bought into the project
The design process began by translating these user stories into low-fidelity wireframes
Reviewed the wireframes with Product Owners and Business Analyst
Ran customer testing with potential customers
Iterated designs based on feedback
Following the Maxxia Design System and Web Content Accessibility Guidelines, delivered high-fidelity designs to Product Owners, Business Analyst, and development team
Supported build with UX reviews and final design adjustments
Usability testing
Conducted testing for each feature prior to high-fidelity sign-off
Personally facilitated 50% of the sessions
Iterated designs between rounds
Presented findings to Product Owners, Business Analyst and Lead Developers
Challenges
We encountered two recurring challenges during the project.
Late-stage design feedback from BAs and developers
Feedback frequently surfaced after Product Owner sign-off
Walked BAs and developers through design rationale and usability findings to create space for dialogue
Incorporated valid suggestions to strengthen the overall experience
Tight timelines
Each feature needed to be design-ready ahead of fixed development dates
Worked closely as a team to move quickly without compromising quality
Secured additional funding to bring on an extra UX designer during peak periods
Go live
My Maxxia is live on both the App Store and Play Store, with a 4.6 App Store rating and consistent month-on-month growth of 5 to 10% in active users.
To continue improving the experience, we actively monitor App Store and Play Store reviews alongside CSAT scores to surface issues and inform future iterations.