HUMANA CASE STUDY
Humana Inc. is a leading healthcare company offering a wide range of insurance products and health and wellness services. One of the country’s largest Medicare providers and a top health insurer, Humana provides Medicare Advantage plans and prescription drug coverage to more than 4.5 million members throughout the US.
BUSINESS CHALLENGES
TARGET AUDIENCE
Engaged and Non-engaged Members between the age of 18-65. The mindset of our target user is someone looking for guidance and information on preventive healthcare, seeks to live a healthier lifestyle and is motivated by reward-based incentives.
PROJECT OBJECTIVES
Develop a competitive industry-specific marketplace health and wellness app that delivers quick and easy access to member plan details and promotes the Humana Vitality Wellness program.
DELIVERABLES
- No design language system of record.
- Highly inconsistent navigation.
- Low signup and retention rate for engaged and non-engaged members.
- Current designs failed to meet accessibility standards.
TARGET AUDIENCE
Engaged and Non-engaged Members between the age of 18-65. The mindset of our target user is someone looking for guidance and information on preventive healthcare, seeks to live a healthier lifestyle and is motivated by reward-based incentives.
PROJECT OBJECTIVES
Develop a competitive industry-specific marketplace health and wellness app that delivers quick and easy access to member plan details and promotes the Humana Vitality Wellness program.
DELIVERABLES
- Conduct a deep dive customer experience audit.
- Create a consistent and reusable design language.
- Assure site meets all w3C standards for web accessibility.
- Create an on-line member health assessment.
- Redesign engaged member experience with emphasis on the Vitality program
THE PROCESS
SPRINT 1
Week 1 UX: Research. Understand and observe. Conduct 10 user interviews and 1 survey distributed to 150 participants.
Week 2 UX: Ideate. Synthesize data collected and create 4 primary user personas, problem statements, hypothesis statement. Design IA, create user flows, identify main entry points for web, tablet and mobile.
Week 3: UX Prototype. Build a physical and interactive system for iOS and web with rapid sketching and wireframing. Build out main features. Check with Stakeholders and development team.
SPRINT 2
Week 4: Iterate: Create test plan. Document direct user tasks through user journey. Create team to test features and user flows. Summarize findings in usability test report. Document changes and update wireframes.
Week 5: UI: Implementation of UI and copy for iOS, Android, and Web. Check in with Stakeholders, Product Owner, and Dev Team for approval.
Week 6: UX/UI Evaluate: Conduct second user testing with UI comps, Iterate UI comps if needed, Seek DoD from Stakeholders and Product Owner.
SPRINT 3
Week 7: Development: Website and app development. Provide comps and assets to the dev team, including CSS Style Guide and Hi-Fidelity Prototype.
A/B test in QA before launch. 1 month, iterate if needed after testing complete.
Week 11 Launch: iOS, Android app launched. Website launched. Marketing content launched on social media.
RESEARCH METHODS
User Surveys, User Interviews, an Unmoderated Remote Panel and UX Studies.
SPRINT 1
Week 1 UX: Research. Understand and observe. Conduct 10 user interviews and 1 survey distributed to 150 participants.
Week 2 UX: Ideate. Synthesize data collected and create 4 primary user personas, problem statements, hypothesis statement. Design IA, create user flows, identify main entry points for web, tablet and mobile.
Week 3: UX Prototype. Build a physical and interactive system for iOS and web with rapid sketching and wireframing. Build out main features. Check with Stakeholders and development team.
SPRINT 2
Week 4: Iterate: Create test plan. Document direct user tasks through user journey. Create team to test features and user flows. Summarize findings in usability test report. Document changes and update wireframes.
Week 5: UI: Implementation of UI and copy for iOS, Android, and Web. Check in with Stakeholders, Product Owner, and Dev Team for approval.
Week 6: UX/UI Evaluate: Conduct second user testing with UI comps, Iterate UI comps if needed, Seek DoD from Stakeholders and Product Owner.
SPRINT 3
Week 7: Development: Website and app development. Provide comps and assets to the dev team, including CSS Style Guide and Hi-Fidelity Prototype.
A/B test in QA before launch. 1 month, iterate if needed after testing complete.
Week 11 Launch: iOS, Android app launched. Website launched. Marketing content launched on social media.
RESEARCH METHODS
User Surveys, User Interviews, an Unmoderated Remote Panel and UX Studies.
THE OUTCOME
The simplified navigation and the consistent use of a unified design language corrected 2 major user pain points. The creation of the interactive health assessment tool allowed members to gain insight into their health by displaying information like Weight, BMI, Target Heart Rate, Goals and Reminders in an easy to use dashboard. After the site launch, Humana increased their engaged members (members enrolled in the Vitality Rewards Program) by 33% in just 6 months (aggregate data gathered from click to sign-up, member conversions, and outside sales ) . By encouraging online incentive-based programs for preventive health, Humana has been able to keep costs down and deliver greater service with bigger savings to its members.
The simplified navigation and the consistent use of a unified design language corrected 2 major user pain points. The creation of the interactive health assessment tool allowed members to gain insight into their health by displaying information like Weight, BMI, Target Heart Rate, Goals and Reminders in an easy to use dashboard. After the site launch, Humana increased their engaged members (members enrolled in the Vitality Rewards Program) by 33% in just 6 months (aggregate data gathered from click to sign-up, member conversions, and outside sales ) . By encouraging online incentive-based programs for preventive health, Humana has been able to keep costs down and deliver greater service with bigger savings to its members.