BARMER & IBM iX: How BARMER Transforms Digital Health Services Through User-Centred Design

1. The German healthcare system is under enormous pressure. At the same time, digitalisation keeps progressing. How do you experience the current market dynamics?

Roland Bruns: “Digitalisation opens up enormous opportunities for us, for example through more efficient processes, personalised care and a significantly improved user experience for our insured members. At the same time, it strengthens prevention because we can better understand health behaviours and align our services even more closely with people’s everyday lives. The pressure in the market is palpable, but for us it acts primarily as an accelerator. It motivates us to continuously improve our services and to consistently place our customers’ needs at the core.

Samira Imsirovic-Kaya: “We see that healthcare providers no longer view digitalisation as solely an IT project, but rather as a strategic task that has a deep impact on organisation, culture and service offerings. The market is changing rapidly, and precisely this presents an opportunity to reposition and offer insured members significantly improved digital experiences. Those who understand digitalisation as a genuine space for design can rethink healthcare, radically simplify processes and accelerate large-scale innovation.”

2. Was this also the motivation for the relaunch of BARMER’s digital services?

Roland Bruns: “Our insured members today expect digital services that are just as intuitive and convenient to use as the consumer apps they are familiar with. We do not only want to keep up; we want to exceed expectations with a digital user experience that is simple, secure and smart.”

Samira Imsirovic-Kaya: “Digital healthcare is indeed facing a paradigm shift. People no longer expect digital functionality alone; they want intelligent and seamless digital experiences across all touchpoints. Our ambition at IBM iX is to create exactly that together with BARMER and, in doing so, prepare them for the future.”

3. What are the highlights of the new touchpoints and what is already live?

Roland Bruns: “The new website and the member area are now live and offer a significantly improved user experience. We respond more strongly to the expectations of younger audiences towards digital experiences, simplifying both language and processes, while remaining easily accessible for everyone. In spring 2026, the Meine BARMER app, the electronic patient record eCare and the Teledoktor will follow. BARMER’s digital ecosystem supports insured members in easily managing insurance matters, taking self-determined preventive healthcare measures and accessing medical care in the event of illness.”

Samira Imsirovic-Kaya: “The new touchpoints are not only functional, but also emotionally engaging. We developed an illustration language that places diversity and empathy at its core. More than 80 illustrations contribute to an appealing user experience and strengthen recognition. At the same time, clearly defined style rules and modular assets ensure that visuals can be used consistently and efficiently across all channels.”

4. What role do design and technology play in BARMER’s digital transformation?

Roland Bruns: “Design and technology form the foundation forthe successful implementation of our digital transformation. The design system we developed with IBM iX creates consistency and efficiency across all channels. It enables us to launch new services more quickly while safeguarding quality and brand identity. This is not just about technology, but about our self-image as a partner for all health-related questions. We want to empower people in every aspect of managing their health.”

Samira Imsirovic-Kaya: “At IBM iX, we see design and technology as two sides of the same coin. We rely on human-centred design to create solutions that genuinely help people and that they want to use because they are tailored to their needs. At the same time, we use technology to reduce complexity and enable scalable services. The design system is a key enabler for intelligent experiences. It connects brand identity with technological excellence and creates the basis for a consistent, trustworthy and low-barrier user experience across all channels.”

5. What does the collaboration between BARMER and IBM iX look like in practice?

Samira Imsirovic-Kaya: “We have been working together as close partners on an equal footing for seven years. We contribute end-to-end expertise, from strategy and experience design to technology implementation. Together with BARMER, we not only develop digital services, but actively shape the future of digital healthcare.”

Roland Bruns: “IBM iX understands our vision and develops it further with us. This is crucial if you want to do more than just build digital services and instead create a consistent brand experience that builds trust and empowers people in all matters relating to their health. IBM iX supports us in translating our vision into design and technology.”

6. What challenges did you face along the way and what were your key learnings?

Roland Bruns: “The biggest challenge was steering a digital transformation in a complex environment with many stakeholders, from internal business units and IT to external service providers and regulatory institutions. Our key learning was that a clear strategy and a strong governance model are essential to successfully deliver large-scale initiatives.”

Samira Imsirovic-Kaya: “And that transformation is a team effort. The close and trust-based collaboration between design, technology and subject-matter expertise made the difference and significantly accelerated the project.”

7. Trust, security and simplification are central themes. How do you put these principles into practice?

Roland Bruns: “Data protection and security are non-negotiable for us. We adhere to the highest standards and communicate transparently. At the same time, we want to make the use of our services as simple as possible.”

Samira Imsirovic-Kaya: “Trust is not created by security alone, but also through intelligent experiences. This makes usage not only secure, but also intuitive and suitable for everyday life. Together with BARMER, we design secure and smart digital solutions that foster closeness and trust.”

8. What can insured members and BARMER partners look forward to in the future?

Roland Bruns: “A digital healthcare ecosystem that becomes increasingly intelligent, with services that proactively support people and make everyday life easier.”

Samira Imsirovic-Kaya: “And to more self-determined health management. An experience that we are continuously refining: holistic, user-centred and data-driven.”

9. What do you personally take away from this project?

Roland Bruns: “That digital transformation can only succeed if people are truly placed at its heart.”

Samira Imsirovic-Kaya: “And that partnership on an equal footing is the key to turning major visions into reality.”

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