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United Healthcare
Project overview
UMR is a subsidiary of United Healthcare and is the country's largest Third Party Administrator (TPA) providing healthcare administration and management services to a diverse range of clients.
Their website serves as the primary source of information and communication for both their internal stakeholders and external clients.
However, their website was outdated, difficult to navigate, and failed to convey the comprehensive services they offer. UMR required a complete overhaul of their public and secure site for all their constituents (members, providers, partners, & brokers).
The challenge
UMR's previous website had several issues that required attention. The site was outdated, had a poor visual design, and was not optimized for mobile devices.
The user experience was confusing, which led to high bounce rates and low engagement. Additionally, the site's information architecture was not aligned with user needs, making it difficult for users to find the information they needed.
The solution
To address these challenges, a thorough analysis of UMR's website was done, this included user interviews, surveys, and usability testing. We analyzed the data to understand user pain points and their needs, and to identify the site's information architecture and navigation issues.
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A new information architecture was developed that catered to UMR's diverse user base, allowing for easy navigation and efficient access to important information.
A new visual design was also created, incorporating modern design trends and accessibility standards.
To improve the user experience, we conducted user testing, A/B testing, and analyzed user behavior data to make informed design decisions.
The research process
The research stage consisted of user interviews, gathering data from Adobe Analytics, and extensive research into UMR's competitors.
User Feedback
Customer satisfaction and loyalty was measured using Net Promoter Scores (NPS) scores.
Follow up user interviews were conducted.
Key Takeaways:ā
The most frequently utilized features include:
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Viewing claims
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Benefits
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Find a provider
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*Other: locating other information and completing necessary tasks such as submitting forms
The lowest scoring features include:
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Submitting claims
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Managing prescriptions
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*Other: locating other information and completing necessary tasks such as submitting forms
Information architecture
The existing site did not have a site map.
Nailing down and improving upon the current IA was imperative to be able to have a secure site that was flexible but consistent for the many different ways users interact with UMR.
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Personas
The most common user flows were mapped out starting with member personas.
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Flow mapping
The current flows were mapped first as they existed and while looking for ways to improve the architecture and flows moving forward.
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Findings
The design process
Workshops
Identifed use cases
A wide range of use cases were generated based on the personas and what can be inferred from their care needs. (eg. Finding a PCP)
Identifed themes
Use cases were grouped into focus areas (eg. claims, finding cost and care etc) Within each focus area themes were identified; one being benefit clarity.
Consolidated in to features
Based on the identified themes, features were generated to satisfy the use cases.
Site map
Based on the card sorting results, a hierarchical structure was established, outlining the main sections, subcategories, and individual pages.
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A centralized form center was created to make it easy to locate the large number of various forms across different partners and programs. This reduced the average click rate of 5-7+ clicks down to 2 clicks to locate a form.
Content mapping & wireframing
Wireframing out the page based on the content hierarchy to get a sense about layout and gain stakeholder alignment using Figma.
Design system creation
Design and development faced challenges with inconsistent design, inefficient development, and a steep learning curve for new members.
The creation of a comprehensive WCAG compliant design system to be used accross all constituents and white label sites included:
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A Unified Design Language: Defined typography, color palette, and iconography.
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A Component Library: Developed reusable UI components like buttons, forms, and cards.
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Detailed Documentation: Provided clear guidelines and best practices.
High-fidelity mock ups
āResponsive High-Fidelity mock ups were created with rebranding colors so that all the stakeholders could agree on visual direction for hand off to developers.
Prototype and test
Prototypes for the public site as well as each constituent type were developed to discuss with stakeholders while gathering feedback for updates.
These prototypes were also used as part of usability testing using Maze to help make design decisions.ā