A fitness-linked health insurance experience where everyday steps become coins, coins become levels, and healthy behaviour unlocks renewal value and rewards.
Role
Design Lead
Platform
Mobile App
Domain
Focus
Tracking + Gamification
The opportunity
The audience
Late millennials and Gen Z who already use smartwatches, fitness bands and app-led services.
The behaviour
Daily steps and active minutes are familiar, measurable and easy to build into a habit.
The gap
Insurance protects the future, but rarely gives users a reason to return every day.
The design question
How might we turn protection into an active health membership—without making insurance feel like a game?
The experience loop
01
Walk, exercise and complete everyday health activities.
02
See steps and activity progress directly inside the app.
03
Convert healthy behaviour into WYN coins and points.
04
Unlock a new beast, a new colour world and a new milestone.
05
Receive renewal discounts and selected wellness rewards.
Healthy action → Track → Reward → Redeem → Return
The reward is not the end. It gives the user a reason to begin again tomorrow.
Everyday experience
1
Coins earned and current level receive first visual priority.
2
The next milestone explains exactly what remains to be done.
3
Insurance services remain close, keeping the proposition credible and useful.
04 · The theme
05 · The level system
Each screen celebrates a milestone with a large animal badge, a clear level number, accumulated steps, points earned and a reward. The system feels collectible, but the information remains practical.
LEVEL 01
Deer
The journey begins with a light, approachable first win.
LEVEL 02
Wolf
A stronger identity appears as the habit becomes consistent.
LEVEL 03
Bear
Progress starts to feel powerful, not merely counted.
LEVEL 04
Snake
The palette turns brighter and the experience feels more alive.
LEVEL 05
Shark
A bold mid-journey milestone with a sharper sense of momentum.
LEVEL 06
Bison
The user is no longer starting a habit; they are owning it.
LEVEL 07
Elephant
Consistency becomes visible through scale, weight and presence.
LEVEL 08
Rhino
A near-final tier that feels rare, disciplined and earned.
LEVEL 09
Cheetah
The brightest beast marks the highest level of movement and reward.
06 · The reward moment
Level-up moments are intentionally celebratory. The animal, colour shift, large number and reward card work together to make a routine health action feel meaningful.
At every level, the user understands three things immediately: where they are, what they achieved and what they unlocked.
✓︎
Renewal value + wellness rewards
07 · Explain the progress
Daily
A visible record of steps and coins
Clear
Earn-and-burn logic in plain language
Useful
Rewards linked to real health benefits
Credible
Insurance services remain part of the same app
Visual principles
Orange means action
Used for progress, rewards, points and the next step—helping active elements stand out immediately.
Blue keeps trust visible
The parent-brand colour supports insurance, health services and credibility across the journey.
Numbers carry the story
Large points, steps and level numbers reduce reading and make progress feel tangible.
Rewards feel collectible
Badges, beasts and level cards create anticipation while remaining tied to meaningful benefits.
09 · Outcome
01
Insurance became part of an everyday wellness routine.
02
Steps translated into a simple and motivating progress system.
03
Levels created anticipation without hiding the real value.
04
Parent-brand trust stayed visible inside a youthful product personality.