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Project
001
Holistic care experiences for healthy insurances
Curating a vision and roadmap for transforming patient experiences through care, support and building agency.
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Info
002
Role
Role
Role
Experience Design Lead & Strategist
Experience Design Lead & Strategist
Experience Design Lead & Strategist
Timeline
Timeline
Timeline
November 2021 - February 2022
November 2021 - February 2022
November 2021 - February 2022
Team
Team
Team
5 Designers
5 Designers
5 Designers
Problem:
IBC sought to enhance patient-centered digital experiences by aligning internal teams to address pain points and streamline handoffs. Patients needed simple tools for managing bills, claims, and benefits on their healthcare journey.
Outcome:
Over 12 weeks, we redefined IBC's healthcare ecosystem with innovative concepts focused on quality, access, experience, and cost.
We mapped internal business relationships, dissected patient pain points, and crafted solutions that balanced the needs of patients, medical practices, and IBC.
Deliverables:
Customer Journey
Iterative Product Design
Feature Prioritization
Ideation Workshops
Brand Strategy & Positioning
Competitive Anlaysis
Stakeholder Mapping
Visual Design
Evaluative User Feedback
Facilitating conversations to equip IBC to cater towards proposed innovation driven concepts.
Before conceptualizing towards a future of seamless experiences, IBC needed to identify their business goals, inter-organizational priorities and their pain points to build a product concept for their patients. We divided the entire engagement into 4 steps catering towards their goals and patient needs.
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Discover
Aligned with the business to understand its current state and vision, identified ecosystem hurdles, and built an in-depth understanding of services and solutions. Focused on accurately assessing business objectives, constraints, and success criteria.
Research
Conducted primary and secondary research to validate offerings, captured customer feedback, and identified gaps in the member experience. Shadowed users and derived insights from qualitative and quantitative research to bridge experience gaps
Ideate
Explored conceptual possibilities and developed a foundation for experience innovation. Rapidly prototyped ideas to fill experience gaps and aligned the new experience with IBC's vision.
Validate
Defined and verified the direction towards a desired future state, involving key participants to identify resonant ideas. Developed a cohesive concepts to move closer to the desired experience.
Research activities
003
We facilitated conversations for over 25 leaders with IBC about value proposition canvas, business goals and customer journey workshops. These activities allowed us to better understand IBC's positioning, and learn more about the goals, values, and visions already in place within the organization.
1
Current product analysis for real-time feedback
The heuristic evaluation helped identify usability issues that hindered access to essential services like claims and billing, enabling the team to prioritize improvements for a more intuitive and engaging user experience.
2
Stakeholder analysis through cross-functional perspectives
I led an opportunity discovery process using the Value Proposition Canvas to identify unmet user needs and align the product more closely with user expectations. These insights allowed the team to prioritize features that addressed users' pain points, strengthening the product’s value proposition and improving its relevance in the market.
We designed to create a centralized platform where providers can efficiently manage their services, appointments, and client interactions. Through the dashboard, providers can access real-time data, track member progress, and streamline administrative tasks while elimination information overload for members.
3
Value proposition canvas and mapping business goals
We built a detailed goal mapping intiative for IBC's leaders to identify and align with their most recent priorities. This helped mark the organizational views as well as the scalability for design initiatives and efforts.
4
Gaps in member journeys, the past and future.
The customer journey activity captures the emotions, experiences, and interactions members have with IBC's digital platform. It maps the journey from a potential user’s perspective to their transition as a member engaging with the portal.
Industry wide gaps
004
Insights & Actionability
Gap between key dashboard information and actionable insights.
Discoverability
Struggle to navigate bills, deductibles, and approvals to access key information.
Information inaccuracy
Disconnected parties (vendors, Medicare, PCPs) hindering overall health outlook.
Lack of clarity
Lacks of detailed information needed to address concerns about patient benefits.
Inconsistencies
Accessing third-party sites (often behind logins) disrupts IBC's control over visual language and the digital experience
Transactional relationship
Users primarily engage with the portal during life events, illness, or issue resolution.
Lack of context
The digital experience lacks personalization, prioritized content, and real-time feedback over user actions.
Who were we designing for?
005
People between the ages of 25-65+ year old.
Individual Policy Buyers
Someone entrusted to care of a member, possibly a family member
Members’ Personal Representatives
Members under the age of 18 who are the dependents of other family members.
Dependents
Someone who is entrusted with the care of a member, possibly a family member.
Care Providers
Families of 3 or more people under a plan.
Families
People between the ages of 25-65+ year old.
Individual Policy Buyers
Someone entrusted to care of a member, possibly a family member
Members’ Personal Representatives
Members under the age of 18 who are the dependents of other family members.
Dependents
Someone who is entrusted with the care of a member, possibly a family member.
Care Providers
Families of 3 or more people under a plan.
Families
The patient journey aligning with the business journey, challenges and the most important actions for the members.
Details and value
006
We broke down our proposed solutions into different feature sets for the challenges identified. The goal was to envision end-to-end flow for the identified personas while breaking down the benefits and the value additions.
1
One stop destination for all personalized healthcare needs.
The personalized health insurance dashboard featured customizable widgets that provide real-time claim updates, personalized health tips, and easy access to policy details and digital ID cards. We included detailed tools for preventative healthcare, allowing users to receive tailored reminders and recommendations.
The widgets offer cost tracking features, helping users understand their out-of-pocket expenses and benefits. Additionally, a provider finder tool enables users to locate in-network healthcare providers quickly. By focusing on personalization, we aimed to enhance user engagement and satisfaction, streamlining the experience and promoting proactive health management.
2
Building agency with transparent claims, and upfront cost estimators.
These tools educated members on their coverage and finacial responsibilities with quick call to actions for efficient decision making, enhancing transparency and empowering informed decision making.
3
Integrations with the healthcare ecosystem for optimizing member priorities.
We focused on building the ability to co-brand, including dynamic content for client collaboration and integrations with third part vendors as well. Benefits for members include a seamless experience with synchronized medical records, streamlined communication between providers, and easier access to comprehensive care management tools.
Design details
007
A fIexible design system to make every touchpoint cohesive.
A lightweight design system framework tied everything together across brand and product. We focused on creating expandable templates & unique design themes for high priority clients that IBC had while maintaining a centralized library of components and styles to make every touchpoint feel like a IBC experience.
We focused on building the ability to co-brand, including dynamic content for client collaboration and integrations with third part vendors as well.
Impact
008
Co-ordinated business efforts for effective patient-centered experiences.
The team enhanced the overall patient experience, improved operational efficiency, and fostered a culture of empathy and user-centricity within the organization. These efforts resulted in measurable improvements in patient satisfaction scores, reduced wait times, and increased engagement with healthcare services. This initiative demonstrated the power of coordinated business efforts in driving meaningful, patient-centered design solutions.
Learnings
009
In a rapidly evolving business landscape, leveraging workshops, design thinking, and co-creation has become essential for driving innovation and achieving sustainable growth. Through strategic visioning, I learned the critical importance of future-proofing solutions, ensuring they are scalable and adaptable to technological advancements. Additionally, prioritizing features and defining scope through design activities ensured that the most impactful elements were developed first, aligning with both user needs and business goals. These experiences collectively underscored the significance of integrating long-term vision, agility, strategic feature prioritization, and user engagement in the pursuit of business success.
Future proof solutions through strategic visioning
Envisioning the future and preparing for scalability proved crucial. This experience taught me the value of integrating long-term thinking into design decisions, ensuring that solutions were not only effective in the present but also adaptable for future growth and technological advancements.
Quick turn around times
The necessity of quick turn-around times reinforced the importance of agility in the design process. By adopting agile methodologies and prioritizing rapid prototyping, I was able to deliver iterative updates and solutions swiftly, ensuring that the project stayed on track and met tight deadlines.
Building the importance of direct user connections
Establishing direct connections with users proved invaluable for the business to understand real needs and pain points. Facilitating user interviews, surveys, and usability testing sessions not only provided deep insights but also helped stakeholders appreciate the value of user-centered design. This approach bridged the gap between the business objectives and the actual user experiences, leading to more impactful solutions.
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