Jamii Ux Case Study

Product design

January 14, 2019


March 25, 2019

Building a mobile health insurance platform in Africa.


Jamii Africa is a micro-insurance health startup that provides health insurance targeted at Tanzania’s low-income population through their mobile phones. Jamii has built a mobile policy management platform that performs all the administration activities of an insurer and allows users to access cheap insurance via USSD, starting at $1 per month.

Challenge 🎳

Jamii is looking at expanding its customer base by encouraging more Tanzanians to buy health insurance. One approach is to expand the mobile product from its USSD state because of its limiting capabilities, improve & incorporate the USSD features into a mobile app. The app will allow customers buy insurance policies, review cost of medical encounters, flag fraudulent claims, review the standard cost of medical services, help hospitals track medical records of users with health insurance, bill patients, submit a medical transaction with the insurance company for verification and also help the insurance company track discrepancies in the cost of medical service provided. Also, Jamii wants the app to be easily accessible to all Tanzanians and one issue will be to break the language barrier. ( Tanzania’s official languages are Swahili and English but some citizens are noted to speak French and Portuguese.

Also, Tanzania has 2 languages so we also had to build to account for both.


Approach πŸ› 

After Gathering requirements from the stakeholders and agreeing on product goals & timeline. We moved on to highlighting key qualities the app must possess to be successful.

(easy to navigate, relatable, visually appealing & transparency).

After discussing with the developers we concluded the app was going to have 2 portals, one for users and one for the hospital. This makes it easy for both parties to access one app.

We then highlighted key features that users will be actively engaged in

  • Buy Policy
  • View Health & Insurance tips
  • Review Claims

And for the hospitals,

  • Verifying Patient on the Jamii app
  • Rendering services
  • Creating profiles for employees
  • Creating health tips
  • Connecting to hospital run
  • Verifying fraud claims

We then went on to highlight personas. Probable qualities of the customers using the app or that we will be marketing to.


Personas Created



Moving on we began creating a User map. Listing out tasks that the users and hospitals will carry out, highlighting the higher priority task, we moved on the create a flow chart that properly documents the user journey.

After reviewing the process with stakeholders, and the primary actions for users, we moved on to creating wireframes to act as a visual guide to the design. Testing, prototyping, and analysing the flow, we built the wireframe to a point where we concluded it was good to move on to the first phase of mockup design.


Design Solutions 🎨

The app approach highlighted from the beginning ( easy to navigate, relatable, visually appealing & transparency) guided the bigger visual design decisions, because of the kind of users we were building for, we decided collectively to use design components user are familiar with. So we choose one of the popular apps (WhatsApp) and built our UI around its key components.


We addressed the issue of a language barrier for users by making users select a default language they will easily understand when going through the app.


Tanzania is mountainous and densely forested in the northeast, where Mount Kilimanjaro is located. We had a feature where users can explore the app before creating an account and because one of the goals of the app was to make it relatable to things Tanzanians are familiar with, we used proper copy & illustrations to explain the feature which was well understood.

The most valuable feature for both the users and stakeholders was for users to buy health insurance. We decided to make the process as simple as possible by highlighting visible signifiers to carry out actions that led to users buying health policy. We also paid attention to copy and illustrations that properly described the benefits of the different policy types Jamii was offering.

Insurance card for different categories



We moved the most important features for users (buying policy & reviewing claims) to the landing page of the app and placed all secondary features on the other screens that users can access by navigating through the sidebar.

For the hospital section of the app, we ensured that the process of verifying a patient with health insurance, charging, and reviewing health services was seamless. We got to this stage by highlighting easy touch points within the mobile screen and using that as a guide to prioritise the placement of components.

Unfortunately, the product couldn't be fully developed because of some internal stakeholder issues but these are some useful tips that should be considered when building a health insurance solution.


Till next time, see you as we keep building products for the next billion users.

Thank You!


Herooos πŸ’ͺ🏽




Kia Kia wireframing Kit


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