Opportunity
Our client, a national health insurer, was pivoting their in-person health education program to move online during the pandemic. The program had two aims:
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Provide actionable health information to members and non-members
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Make the insurer feel friendlier and more helpful in the eyes of the potential member
In addition to improving the program’s online experience for its current audience, the client wanted to learn how to expand to younger and more diverse audiences, especially young families and pre-Medicare ages.
Role
Solutions Lead
Lead Researcher
Team Members
2 Experience Strategists
1 UX Designer
1 Behavior Change Designer
1 Project Manager
Methods
Expert Review
Discovery/Exploratory Interviews
Co-Design
Primary Objectives
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Understand how participants engage with health and health education now
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Understand participants’ ideal health education experience
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Understand motivations for and barriers to engaging in remote learning
Deliverables
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Program website assessment
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Insights from discovery interviews
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Strategic opportunities for development
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Targeted behavioral interventions
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Next steps and hypotheses for future research
Approach
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Conduct stakeholder interviews with client team members to ensure alignment on project goals
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Applied NN heuristics to conduct a site assessment in conjunction with our UX Designer, who evaluated the site against design best practices
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Conduct discovery interviews with Medicare subscribers to understand how they currently engage with health education, how they would like to engage, and what their barriers to engagement are
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Conduct discovery interviews with IFP subscribers and caregivers to understand unmet health and health education needs
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Work with Behavior Change Designer to apply COM-B to interview questions and findings
Client Impact
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Actionable steps for improving the user experience of the online experience as it exists today
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Short- and long-term recommendations for programming and website development
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A deeper understanding of their Medicare and IFP subscribers’ unmet needs, health education interests, and engagement in healthcare generally
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Insight into the acute unmet needs of a new-to-them population through our caregiver discovery interviews
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Clear next steps for program development and hypotheses to be tested in future research efforts
