Smart Shifts: Boosting Digital Adoption Among the Insured 

Context

Although IKK classic’s app already offers a range of valuable digital services, only around one in ten insured individuals actively use it. Now, the challenge is to motivate the insured to shift from phone calls, face-to-face consultations, and piles of paperwork toward automated, in-app solutions that truly match their needs.  

With minimal marketing and without major app overhauls, the goal is to spark interest in these existing features, making them effortless and enticing for users to discover and benefit from them. Imagine how fewer calls and less manual labor could free up time for both customers and staff, while delivering faster, more personalized assistance.  

IKK classic is seeking scalable prototypes that pinpoint the right nudges, incentives, or user flows, ultimately turning their insured into enthusiastic digital partners. 

For more details about the Key Guidelines & Specifications click on the tab "Submission".

Key Question

IKK classic envisions an “insurance app of the future” and seeks innovative solutions to optimize its existing app into a more engaging tool.  

• How can we improve the IKK classic app to minimize paper-based workflows, phone calls, and manual labor—while ensuring a seamless user experience?

Participants are invited to submit creative, user-centered solutions that improve the digital user experience, promote the use of existing or create new features, and support a more seamless, automated interaction with the app. This could include ideas for in-app incentives, smart nudges, user flow improvements, or analytical tools that help identify barriers to adoption and propose relevant improvements. The scope is intentionally broad to allow a wide range of innovative concepts. 

For inspiration, we have created two tracks that may help guide solution development: 

Track 1: In-App Experience & Engagement 

Re-think or enhance the user experience within the current IKK classic app. Explore how to create new impulses, nudges, or interactive elements that directly encourage the insured to adopt digital processes. Your proposal might include simplified workflows, personalized notifications, or gamification tactics that seamlessly fit into the app’s structure without requiring a full rebuild.  

Track 2: Usage Tracking & Intelligence 

Design an algorithm or tool capable of monitoring and analyzing app usage behavior. This solution should interpret key data points—such as user paths, session length, and feature adoption—to propose tailored improvements and features that would make the app more attractive. Emphasis should be on actionable insights that can guide future development decisions in a cost-effective way. 

Important Note 
Marketing campaigns (including large-scale communication initiatives) are not within the scope of this challenge. Instead, submissions should focus on in-app solutions and algorithmic or data-driven insights that can be feasibly implemented to enhance engagement.