Key Initiatives & Accomplishments
The DX Design Center functions as the internal Solution Exploration work stream of the larger DX Program, working closely in a staggered cadence with the Solution Delivery & Deployment work stream in regular program increment releases. This ensures the program is continuously innovating and enhancing member experience.
Below are notable achievements and major initiatives I have led and executed:
Healthcare Cost Advisor
Moving from Anxiety to Assurance in Members’ Healthcare Planning
The health plan embarked on a mission to help members plan for their future based on their healthcare needs and financial goals using personalized data and accurate simulation tools.
Design Sprint
2-day workshop with local plan representatives to align on strategic goals, empathize with member needs, co-designed potential solutions, and prioritized ideas for further exploration.
Prototype & Test
Prototyped and tested key concepts with members
Quantitative member surveys collective measurable data to gauge interested and assess potential features
Learn & Iterate
Designed landing page to educate an increase engagement with an MVP 3rd party vendor solution
Established flexible foundation for multi-phased roadmap
Member Mobile App
A Lean Start-up Approach to Deliver Mobile Experience Early and Often
After launching an MVP app with limited core features in 4 months, the program developed a comprehensive strategy and roadmap for the mobile app, through its Mobile App Product Strategy Initiative:
- Facilitated workshops aligned business and member goals
- Roadmap with prioritized features provide actionable plan based on value vs. effort.
- Built alignment on vision and product goals, then In-app experience survey helps to boost positive ratings and collect feedback on opportunities for improvement
- Ongoing iterations to continuously enhance with new features and improved experience
Over time, the quality of the app improved with feature enhancements and improved experience, boasting a 4.5 star rating on the iOS app store with over 19K rating.
Key features include member ID card, View Claims, 24/7 Nurse Line, Virtual Doctor, Financial Overview, Incentive Programs, EoB, Provider Finder, Secure Messaging, Interactive Benefits Tool, Enrollment Information, etc.
Prescription Drug Cost Tool
Check drug costs, plan coverage, and compare costs across benefit plans
63% of plan members considers the Drug Cost Tool most important to have from their health insurance plan. Following the initial launch of the drug cost tool on the public website, our team designed an authenticated version for plan members with personalization such as plan specific pricing, coverage summary, and the ability to save their preferred pharmacy.
Unified Design System & Accessibility Update
A standard set of reusable components to ensure consistency and compliance
There was an urgent need to upgrade the member web portal to be web accessible and WCAG 2.1 AA compliant. Our team took the opportunity to define a standardized design system that will not only meet web accessibility standards, but also create a consistent user experience across platform, accelerate design and development, and minimize inconsistencies and design debt over time by having a shared set of principles and guidelines.
We adopted Atomic Design as the primary methdology, and take a 4-phased approach:
Inventory & Audit
Took inventory of 100+ pages across the portal, and performed a detailed visual audit to assess patterns and inconsistencies
Accessibility Guidelines
Researched and collated a set of common component guidelines and best practices
Unified Design System
Designed and define the design system atoms, molecules, organisms, templates, and pages
Design System Artifacts
Created a centralized design system artifacts and prototyped key pages for guidance and reference
Operationalizing the Member Journey
Holistic View of the Member Experience with All Available Product and Tools
By visualizing the vast array of 100+ products and services along the enterprise member journey, then layering the consumer segments with available performance/utilization, stakeholders now have a big picture view of the member experience ecosystem to identify gaps or redundancies, and how it impacts the overall member experience.
Persona profiles are built upon detailed consumer segmentation summaries on technology behavior, health, financial and insurance attitudes, an incentives interest
Each tool are mapped to journey phases and target points. Based on persona profiles, member journey "stories" illustrate common scenarios and experiences.
The Member Journey Map was leveraged for ideation workshops to explore opportunities based on experience index report, improve awareness and engagement with new tools, and increase compliance with HEDIS measures.
An evaluation framework was developed to help stakeholders uncover unmet needs, make informed decisions on product vision and roadmap, and priortize their investments in new tools and target points.
Case Study: Experience Modernization