[ 2025-2026 ]
ElfieProtect
A white-label health platform that insurers co-brand for their members - one product, many tenants, designed under hard compliance and data-residency constraints.
[ scroll to discover ]
[ result ]
Designed and shipped ElfieProtect v1: role-based access across 6 roles, a 5-state member lifecycle, and a token-based white-label system; then scoped the HBF partner MVP by deferring 7 features to fit a 3-month design phase.
- Sole Product Designer
- 3 months
- Web console · Mobile app
- Web 1.0 + App 1.0 shipped
[ context & stakes ]
Build a white-label engagement product insurers can launch as their own - without rebuilds.
Insurers need daily member engagement to lower claims, but building in-house apps is slow, expensive, and risky.
ElfieProtect solves this by delivering a co-branded, benefit-linked app on existing infrastructure, turning low-use policy software into a daily habit.
We designed the platform in two phases: first, the core white-label ecosystem (insurer console, member app, RBAC, analytics) launched in late 2025; second, its first enterprise deployment for HBF, Australia's major private insurer—adapting the system to meet strict brand, compliance, and user standards.
[ constraints ]
Compliance was a core design constraint, not an afterthought.
[ what i delivered ]
Console
Design specs for the insurer admin console.
App
Design specs for the co-branded member mobile app.
Theming
The white-labeling system - how one product becomes many branded products.
Lifecycle
Member lifecycle states + role-based access flows.
Specs
Partnered with engineering on API / integration specs.
[ reframe from insights ]
Success wasn't specifying every feature - it was defining a trustworthy, compliant core the build phase could actually deliver.
The senior move was deciding what NOT to build. With v1 shipped, the HBF deployment meant configuring existing capabilities under a tight deadline, not starting from scratch. Instead of diluting the product into a fragile MVP, we reframed the goal around a tight, compliant core and turned the cut list into an explicit, agreed-upon artifact rather than a silent omission.
[ key decisions ][ scope ]
Scope the HBF MVP by cutting, not cramming.
Problem
The partner wishlist vastly exceeded a 3-month design capacity.
Options
A. A thin slice of every feature B. A complete core with an explicit deferral list.
Chose
Ship a complete core and defer seven features (Body Scan, Leaderboard, Challenges, Exercise & Win, and three others).
Rationale
A coherent, fully polished product beats a dozen half-baked features. Additionally, the deferral list de-risked elements flagged as borderline under TGA clinical-advice rules.
Result
7 features deferred • MVP scope successfully locked and stakeholder-approved.
[ key decisions ][ system ]
RBAC across 6 roles + a 5-state member lifecycle.
Problem
Insurer admins and internal ops require distinct permission levels, while members progress through multi-stage lifecycles (Eligible → Invited → Activating → Active → Inactive).
Chose
Implemented role-based access control (RBAC) paired with state-dependent actions that adapt dynamically based on a member's current status.
Rationale
Binding available actions directly to a member's state prevents entire categories of operational errors and enforces compliance by system design rather than reliance on user training.
Result
Successfully shipped as the core access and member-activation foundation of Web 1.0.
[ key decisions ][ friction ]
High-friction destructive actions.
Problem
Deleting or terminating a member is an irreversible and compliance-sensitive action.
Chose
Required typing confirmation text, combined with immediate session termination upon deactivation.
Rationale
Friction is the correct UX pattern for high-stakes, irreversible actions—the system should force the user to pause rather than optimize for speed.
[ key decisions ][ theming ]
A token-based white-labeling system.
Problem
A single codebase needed to scale into multiple distinct, insurer-branded products.
Chose
Implemented token-based theming and multi-asset uploads (logos and backgrounds) to deliver scalable, dynamic partner branding.
Rationale
Systematizing themes via design tokens scales seamlessly to any new partner without requiring custom per-partner redesigns—approaching the challenge as scalable systems design rather than static screen design.
Result
Successfully shipped as the foundational sponsor-section theming mechanism across Web 1.0 and App 1.0.
[ gallery ]
Selected final screens
Disclaimer: To comply with NDA restrictions, only selected screens are shown here.
[ outcome & impact ][ platform shipped ]
White-label design is systems design. Prioritizing tokens and lifecycle states over screen-drawing is what makes the product scale to the next partner.
- Shipped · Oct 2025
-
Web 1.0 + App 1.0
RBAC, sponsor / insurer creation, activation, sponsor section, analytics, mobile activation.
- Live in v1
-
6-role RBAC · 5-state lifecycle · Token white-label
- HBF MVP
-
7 deferred SOW
Scope locked across a 4–9 week stage-gated co-design cycle.
- On-going
-
Web 2.0
Sponsor Score + gamification.
[ selected works ]
-
Decentralized clinical-trial platform — six personas, one regulated surface under 21 CFR Part 11 & HIPAA.
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White-label health platform for insurers — one design system, six roles, five states, many tenants.
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