Ms. Libi
Ms. Libi
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Healthcare

Partnering with a Fortune 25 Corporation to create experience that helps Medicare and Medicaid members close their help care gaps.


Healthcare | 2022 - 2025 | B2B2C

In 2022, I joined one of the largest healthcare organizations in the US with a mission to launch a groundbreaking care gap experience, setting a new standard in the industry. Within just one month of its launch, we have already helped thousands of members take steps toward closing critical gaps in their healthcare. This innovative design is now being rolled out across all state plans for Medicare and Medicaid members. Through this experience, we've empowered members to identify, prioritize, and address their unique healthcare needs. We've developed a simple, easy-to-use step-by-step action plan that enables members—whether facing few or complex health challenges—to proactively manage their well-being. In addition, we’ve tailored the experience to meet the needs of both younger individuals and aging populations, continuously refining and personalizing the experience to ensure maximum impact.

The Goal

User Story

User Story

To help members of healthcare plans become aware of, identify, prioritize and get help for their personalized gaps in health care.

User Story

User Story

User Story

"As a user, I would like to know what my gaps are in my personal healthcare so that I can take action in order to become and stay healthy."

The Team

User Story

Platforms

  • Product Designer (me)
  • Product Manager
  • UX Research
  • Engineering 
  • UX Content
  • Accessibility
  • Stakeholders

Platforms

User Story

Platforms

  • Web
  • Mobile
  • Tablet
  • Desktop

UX Step-Action Plan

UX Step-Action Plan

UX Step-Action Plan

1 Stakeholder + Scrum Alignment

2 Artifact Review + Heuristic Eval

3 Collaborative Workshops

4 Market Research

5 UX Best Practices

6 UX Modeling + Designs

7 User Testing + Refinement

8 Engineering Collaboration

9 Results + Reflections

Target Users

UX Step-Action Plan

UX Step-Action Plan

  • All members 
  • Of all portals
  • In all states, including: 
  • Medicare
  • FosterCare
  • Ambetter
  • All lines of business (LOBs) 
  • Immediate implementation for Medicare Members and Foster Care.

Major Constraints

UX Step-Action Plan

Major Constraints

  • Building personalized experiences for each member
  • Very different user personas
  • Prioritizing health needs
  • Creating a streamlined, multi-step path for users to follow
  • Aligning business goals with dozens of stakeholders

Problem Statement

UX Step-Action Plan

Major Constraints

All of our Members have gaps in healthcare and there is no unified solution to help our Members know what their health needs are nor how to respond to and manage them. There is no successful solution to connect our Members to the Providers who can help solve their needs. Therefore, gaps in care don’t get resolved like they should and Members are not as healthy as they can be.

Roadmapping Session

I developed the design roadmap in collaboration with the Scrum team for this major project. I facilitated an interactive session with key stakeholders and the Scrum team to ensure alignment on the following aspects:

  • Partners involved
  • Project goals
  • Key problems to address
  • Stakeholder expectations
  • Success metrics
  • Requirements review
  • Design deliverables
  • Additional considerations
  • Review of the draft UX roadmap

User Research and Testing Plan

I facilitated a UX research planning session with the user research team to align on the following aspects:

  • Timeline considerations
  • Existing user research artifacts
  • Testing methods
  • Design tasks
  • Additional considerations

Empathy Mapping

I participated in interactive session with the user research team and scrum team to craft an empathy map to better understand about what users:

  • think and believe
  • hear
  • see
  • say and do
  • pains
  • gains

User Knowledge Matrix

Facilitated interactive session to craft a user knowledge matrix to better understand about users:

  • user wants + needs
  • user context
  • user pain points
  • user milestones
  • follow up tasks

Market Research

Performed research on:

  • competitor offerings
  • market themes
  • market gaps

Heuristic Evaluation

Reviewed recently developed company designs and designs in flight to see what components, layouts, and other UX design principles could be easily reused.

Design System Review

Reviewed design system and designs in flight to see what components, layouts, and other UX design principles could be easily reused.

Analytics Collaboration + Plan

Facilitated analytics session to align on:

  • timeline considerations
  • existing usage analytics
  • design tasks
  • other considerations

How Might We Workshop

Facilitated workshop to ideate on how to help a member:

a - become aware of  

b - take action on  

c - manage  

d - prevent

a health test or health problem.

Current Market Solutions

Analyzed the current healthcare market in order to locate current user solutions to the same or similar problem.

Emerging Solutions

Analyzed the current healthcare market in order to better understand: 

  • current healthcare themes
  • healthcare tone
  • what user solutions are 
  • available in a broader sense
  • other observations

Data-Inspired Design

Data-inspired decision-making is using data to validate a gut feeling with generalized data. Data-inspired health design involves the use of:

  • Evidences
  • Science
  • Research
  • Peer-review
  • Expert-review
  • Case studies
  • Proof points
  • Ratings
  • Artificial intelligence (AI)
  • and more.

Accessible Design

The quality of being able to be reached or entered, understood, appreciated, especially by those with a disability.  Accessible health design is:

  • Transparent
  • Specific
  • Compassionate
  • Efficient
  • Easy to use
  • Convenient
  • Close by
  • Community
  • Private
  • and more.

Personalized for me

the action of designing or producing something to meet someone's individual requirements. Personalized health design is:

  • Tailored
  • Unique
  • For diverse families
  • Targeted
  • Meaningful
  • and more.

Awareness Design

knowledge or perception of a situation or fact; concern about and well-informed interest in a particular situation or development. Health-aware design:

  • Knows the status quo vs. reality
  • Aware of gaps
  • Aware of stigmas
  • and more.

Inclusive... intentionally

not excluding any of the parties or groups involved in something. Inclusive health design is:

  • Welcoming to all people
  • Intentional
  • Engaging
  • Equal
  • and more.

More affordable

inexpensive; reasonably priced. Affordable health design is:

  • Patient-first
  • More options, like packages
  • Budget-friendly
  • Has price ceilings
  • Non-traditional
  • and more.

Complete Design

having all the necessary or appropriate parts; (often used for emphasis) to the greatest extent or degree; total, make (something) whole or perfect. Complete health design is:

  • Self-assessment, empowerment
  • Design for the flow, not just the moment
  • For each family
  • For each phase of life
  • Improves quality to life
  • Repairs health
  • Aftercare
  • Maintenance
  • Protection
  • Predictive
  • and more.

Visual Design Inspiration

Analyzed the current web standard in broader healthcare design in order to better understand: 

  • color treatment
  • typography treatment
  • layout
  • tone
  • image treatment
  • shape usage
  • and more

Design Strategy

Created the design strategy of the solution.

User Flows + Wire Frames

Diagramed and crafted:

  • user flow solutions
  • lo-fi wireframes
  • wireframe flows
  • mental models
  • and more session to align on:
  • timeline considerations
  • existing usage analytics
  • design tasks
  • other considerations

Design Logic

Created the system logic of the design solution.

Rapid Prototyping

Once I created the visual designs, I created a clickable prototype for stakeholder presentations and user testing.

User Testing

Tested the design prototype, received feedback, and iterated until the team agreed upon requirements and design changes.

Reflections

Success Metrics

Success Metrics

Success Metrics

Gap closure percentage

Learnings

Success Metrics

Success Metrics

Users can accomplish most gaps in health care if they first have their annual exam and they have ever changing gaps in health care.

Next Time

Success Metrics

Next Time

Include provider and health professional input to help inspire the most well-rounded health care experience.

Wearable product design

5% increased user engagement

5% increased user engagement

5% increased user engagement

Since the launch, user engagement among Medicare members has increased by 5%.

140 million users

5% increased user engagement

5% increased user engagement

The design solution is being gradually implemented across all Medicare, Medicaid, and Foster Care state plans through the digital experience in all 50 states.

100% better for users

5% increased user engagement

100% better for users

Since pioneering the experience, members have shared that it is user-friendly, straightforward, and makes managing their health journey much easier.

100% scalable

Emerging design

Emerging design

A personalized and tailored user experience designed to meet the needs of individuals, while remaining scalable to accommodate millions of members.

Emerging design

Emerging design

Emerging design

An experience that seamlessly integrates with diverse member lifestyles and a variety of wearable devices.

Easy-to-use

Emerging design

Easy-to-use

An experience that enables users to effortlessly manage the multiple aspects of their health, evolving alongside the changes in their lifestyle.

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