Health insurance is not a product people usually look forward to comparing. In Switzerland, the topic comes with deductibles, insurance models, premiums, regional differences, coverage rules and provider brands. Many users arrive already uncertain before they have even started. For the new FinanceScout24 health insurance comparison, the UX goal was therefore clear: make every next step feel easy.
Removing Effort, Not Decisions
When we say that good UX means users “don’t have to think”, it does not mean taking decisions away from them. It means removing unnecessary mental effort.
In the health insurance comparison, this meant reducing the amount of information shown at once and splitting the journey into smaller, more manageable steps. Instead of confronting users with every possible choice upfront, the experience introduces information progressively, only when it becomes relevant.
Users can first focus on the essentials, such as price and potential savings, and later explore details around insurance models, service quality or digital features. This approach helps users stay oriented without feeling overwhelmed.
Designing Around Uncertainty
One of the biggest barriers in health insurance is the fear of making the wrong decision. Many users also assume that basic health insurance is more complex than it actually is. In Switzerland, mandatory basic insurance offers the same core coverage across providers. The main differences often lie in price, deductible, model restrictions, service quality and digital experience.
To support users, the comparison journey combines clarity with education:
- Tooltips
- Contextual explanations
- Links to helpful articles explaining key terms directly within the flow
Users do not need to leave the journey to understand the basics.
The comparison also goes beyond price. Users can filter providers by digital services and online capabilities, such as what can be managed via app or phone. This makes it easier to choose an option that fits their lifestyle, not only their budget.
Small Details, Big Impact
Some of the most effective UX decisions were small but powerful: fewer visible choices per step, sensible defaults, simpler labels and early visibility of estimated savings.
Language also played an important role. Instead of using insurance-centric wording, the experience focuses on user outcomes. People are not primarily interested in “insurance models”; they want to save money, stay flexible and feel secure in their choice. That shift makes the journey feel more intuitive.
We also included a few fun types of microcopy:
Learning From Other FinanceScout24 Products
The health insurance comparison also builds on learnings from other FinanceScout24 products, such as car insurance. Both are mandatory expenses, and users often approach them as something they need to solve rather than something they are excited to shop for.
Across comparison journeys, users consistently value clarity, speed, transparency and confidence. They do not want endless complexity or maximum customisation. They want guidance, relevant information and a clear path to a good decision.
That insight shaped the health insurance experience: a guided journey, clean comparison structures, visible savings and decision support throughout.
Simple, But Still Transparent
In a regulated and trust-sensitive category like health insurance, simplicity must never come at the expense of transparency. If an experience is oversimplified, users may lose trust, but if every detail is shown at once, the journey becomes exhausting.
The solution was to make information easy to access without letting it dominate the interface. Users who want to go deeper can explore explanations and product details. Users who prefer a faster journey can move through the flow smoothly.
The result is an experience that feels calm and simple, while still giving users the information they need to make a confident decision.
The Best UX Disappears
If users finish the comparison without noticing the UX, that is a success. They should leave with a feeling of clarity, confidence and relief: “I understood this”, “I found a good option”, or “That was easier than expected.”
Health insurance will always involve complexity. Good UX absorbs that complexity instead of passing it on to the user. In the end, the absence of confusion is the achievement.
