Medi Prime

A deep dive into European trends revealed a growing shift toward self-managed, subscription-based insurance—a sharp contrast to outdated offerings in Poland. We saw an opportunity to explore this space.

Instead of investing in full development, I led a smoke test experiment to validate demand with speed and minimal cost. Here's what I did:

1. Built the Offer

• Researched local and international insurance models
• Created a tailored offer for Polish users
• Collaborated with business experts to define pricing and monetization

2. Designed the Experience

• Crafted a branded landing page to attract and convert traffic
• Built a separate visual identity to avoid confusion with Docplanner
• Personalized flows and guided users through activation, including payment steps

3. Prioritized Transparency

• Clearly labeled the test before final confirmation
• Offered future incentives and collected feedback for iteration

4. Set Up Infra & Analytics

• Handled all technical setup, hosting, and analytics
• Ensured reliable data tracking to inform next steps

5. Launched with Precision

• Partnered with AdWords specialists to launch targeted campaigns
• Ran A/B tests on layouts, copy, and visuals to learn what worked

Design Insight: Image A/B Test

One of more interesting experiments I ran was a simple—but powerful—hero image A/B test.

Goal: Reflect the brand’s values of modernity, inclusivity, and approachability, while optimizing for conversion.

• Version A featured a young Black woman on a phone — chosen to signal diversity and relatability in a tech-forward service.
• Version B used a young white woman in a similar pose, offering a more culturally familiar image in the Polish context.

📊 Result:
Version B delivered 4× higher conversion than Version A.

This result raised an important strategic question for the business:
➡ Should we optimize visuals for local resonance, or hold ground on brand values like inclusivity and representation?

It’s a valuable tension for any modern brand—and one that deserves continued testing and reflection.

Performance & Timing

The test was launched strategically in Q4, when many Poles review or renew their insurance—maximizing topical interest.

Results from the best-performing variant:

• 💡 ~60% of impressions led to site visits
• 🧭 ~10% of users reached the final page
• 💰 Cost per acquisition stayed well under 20% of the projected income per user

Together, these metrics validated the business potential and made a strong case for deeper investment in the insurance space.