Transforming the healthcare experience for a giant insurance plan provider in the US
One of the top health insurance providers in the US faced business challenges in increasing the demand and use of their mobile app. Innate weariness towards health insurance providers added to the lack of usefulness on the part of their mobile app resulted in user drop offs, which posed a serious threat to their business in terms of brand reliability. By taking a step back and assessing usability and usefulness against each other in the context of the user, we designed a seamless brand experience that reflected the voice of its customers.
From usability to usefulness
What we did
We conducted empathy sessions with patients to better understand their unarticulated needs across 10 patient journeys, with a focus on getting access to urgent care. We also heuristically mapped the patient’s specific intents against actions when using the provider’s app and created an experience map that clearly called out specific features that were contextually useful – thereby helping the insurance provider drastically reduce patient drop offs on the account of it not serving specific needs.
With respect to accessing urgent care, we were able to strip away the complexity and provide digital prototypes and design inspiration that satisfied the patient’s needs quickly and effectively and guide the company in its vision for the future.
The user journey map and design principles were used as the building blocks that guided the development of a prototype, staying true to the vision of providing a frictionless experience. Furthermore, it significantly drove patient adoption and demand for the insurance provider’s app across key patient journeys and reduced the cost to serve by empowering the patient to get the right care at the right time using their preferred channels.