Advanced Healthcare
Increasing new patients conversion rate by 33%
The COVID-19 pandemic worsened the severe shortage of primary care providers in Washington state, causing extended 4-6 month wait times for advanced healthcare plan members. This scarcity not only affects healthcare coverage but also presents a significant business risk, potentially leading to decreased member satisfaction and loss of market competitiveness.
Role
Senior Design Strategist
Year
2022
Duration
6 Months
Deliverables
Design strategy workshop
Customer journey map
End-to-end product vision
Product roadmap
Digital strategy
Prototypes
Usability testing
Team
Senior Product Manager, User Experience Researcher, 2 CX Researchers, UX Designer and Business Integration Manager
Software and tools
Sketch, Design Systems, Adobe Creative Suite, InVision, Mural and Balsamiq
Integrating Digital Platforms for Enhanced Primary Care
As part of the Integrated Products team, our objective is to leverage Advanced Healthcare's existing digital platform and product service delivery model to overcome these challenges. How can we seamlessly integrate these solutions to empower healthcare plan members and enhance their access to the advanced primary care clinics in underserved communities throughout Eastern Washington and beyond?
Our design team high-level goals are:
Improve member access to primary care in WA
Increase new Advanced Care members conversion rate by 20% within 3 months of MVP launch
Cost Transparency and improving members' understanding of primary care costs.
Increasing primary care accessibility through virtual-first approach.
The virtual-first primary care experience in Washington state allows patients to schedule care with providers on a virtual mobile platform, minimizing in-person visits to physical clinics and saving time and travel.
“According to research conducted for Association of American Medical Colleges, 35% of respondents said they had trouble finding a doctor in the past two or three years. ”
Convenient access to virtual-first primary care
Easy access to priority care
Advanced health plan members can get personalized care experience on the mobile app based on their location. Members in Washington state can book an appointment with an Advanced primary care provider or Behavioral Health provider. Members traveling outside of Washington state can chat with a provider 24/7 for minor injuries and non-urgent care needs.
“When using a healthcare app on my iPhone, I usually have location access enabled in my settings, especially when I’m looking for a new provider and want to find options closest to me. It would be much more convenient than driving across town. ”
Flexible scheduling options for members' healthcare needs
Members have the convenience of scheduling either E-clinic or in-person visits with providers at local Advanced Care clinics in Washington state. Additionally, the app allows members to easily schedule in-person appointments at local Kinwell clinics. For continuous care, members can schedule video visits with providers at local Kinwell clinics, ensuring seamless and flexible healthcare options.
“I didn’t like that you have to go to a completely different app for the Dr.OnDemand options. It wasn’t what I expected because if I’m already in an app, I don’t anticipate for it to take me to another app.”
Single sign-on experience
Integrated health care experience
Users were frustrated by being routed to another application and struggling to return to their original page. The new design resolves this issue by allowing members to conveniently schedule appointments, access after-hour care, view estimated costs, update medical history, and save time with pre-filled patient registration, all within the app using their health plan's single-sign-on login.
“I have a problem with it taking you to another app that just seems like one more thing to have on your phone or more passwords to have memorized when it could all be housed under the same place.”
Find Care
Provider search and filter
Find Provider Tools: Enable users to seamlessly search for in-network healthcare providers based on specialty, location and sort providers by distance and best match, allowing users to choose the most suitable care provider for their needs.
Please note that certain information in design may be intentionally blurred or omitted due to proprietary or confidential considerations.
Please note that certain information in design may be intentionally blurred or omitted due to proprietary or confidential considerations.
Please note that certain information in design may be intentionally blurred or omitted due to proprietary or confidential considerations.
Digital card access
Simplified access to member benefits, cost share and ID cards
Our app empowers insurance members with a single sign-on experience, granting them instant access to their comprehensive benefits package, ID cards including care plans, cost share transparency and deductibles, right at their fingertips.
“I need a digital platform that gives me easy access to virtual care, plan benefits, ID card, and claims all in one place. The last thing I want is surprise costs creeping up on me.”
Leading Design Strategy and Execution for a Virtual-First Primary Care Digital Product
As part of the ambitious Integrated Products team, I was responsible for leading design strategy activities to understand user needs and business opportunities, uncover business and user needs to create potential solutions, craft a holistic vision for the end-to-end product, and develop short-term and long-term roadmaps for achieving the ideal state.
Activities and outputs
5 Stakeholder interviews
Personas
Competitive analysis
Customer journey map
Empowering Patients with Seamless Digital Access
We have data from user research and interviews that members want to find a provider that they can connect with emotionally and be able to streamline their healthcare services on a single platform. Single-sign-on with MyChart integration and new patient pre-enrollment reduces the amount of time users have to fill out new patient forms.
“I just wish I could find a primary care provider who understands me on a deeper level. It’s not just about medical expertise; I want that emotional connection too.”
Heather is a home-maker with a special needs son and needs affordable access to high-quality care in Eastern Washington.
Linda is a single-mom with kids struggling with managing chronic illness. She represents the unmet needs of single mother in Washington that struggles to find affordable healthcare.
Peter has trouble managing multiple chronic care conditions and struggles to use technology making it difficult for him to find quality care.
Rapid prototyping and iterative testing
I facilitated a design workshop with the clinicians and product team during the discovery phase. Using the concept sketches from the workshop, we created user flows, and wireframes to shape the information architecture. We build a mobile prototype and designed a usability testing plan to gather feedback and refine the user experience.
Activities and outputs
Design workshop
A/B user testing
Paper prototyping
Product vision
Meeting members where they are
Establishing care based on individual healthcare journeys
In the design workshop, we prioritized the top three use cases identified by clinicians as important to patients and created concept sketches for the digital experience, aligning them with our design and product roadmap.
Ideal user journey map
Integrating a seamless online appointment scheduling experience for new and existing patient.
Collaborated closely with customer experience researchers, Senior Product Manager, and clinicians to develop a user journey and story map for the advanced primary care virtual-first experience with MyChart integration. This helped us plan releases based on how users would interact with each iteration. Our goal was to use the user story map to prioritize work and focus on creating the most value for our members.
Increase in member activation rate with the new design by 34% within 6 months
The implementation of the new design led to a remarkable significant 34% increase in member activation rate within 6 months, delivering a seamless design and a simple single sign-on experience for 43,000 members consistently across the web portal and iOS and Android applications.