overview
I collaborated with Optum’s Fusion team to design “UnitedMommas,” a mobile app POC for UnitedHealth Group that supported expecting mothers through pregnancy and postpartum. Today, it operates as WellHop for Mom and Baby.
Client
UnitedHealth Group
Year
2018
role
Lead product designer:
Conducted stakeholder interviews and user research / analysis, created personas and journey maps, co-facilitated design sessions, and created and delivered prototypes.
The Problem
Pre-term births and low birth rates are a leading cause of infant mortality and morbidity in the U.S.
1 in 10 births are pre-term
Premature and low-birth rate babies incur 12x the average newborn care expense
How Might We
Design an effective solution that leverages our current resources and capabilities to address the issue of increasing preterm births, low birth weights, and high costs to the employer (our client)?
Design Process
User Research Insights
Prefer a personalized experience
Because the process of onboarding at Twin is inheritantly long, many found that having a human to guide them during the process was helpful.
Sensor activation is confusing and lengthy
Members are required to set up and sync up to 5 different sensors during onboarding in order to set up their digital Twin. Some sensors, such as the Dexcom CGM require multiple, complex steps to set up.
The current onboarding process is too long
The current onboarding time for a typical member is 3-6 weeks. This is due to several factors- some within Twin’s control and some that are not.
The process needs more transparency
Because the current onboarding process has many steps (many of which also take a long period of time to complete), members felt frustrated when they were left waiting in limbo without much information / guidance.
Competitive Analysis Insights
Transparency & Progress
Show where the user is at in the onboarding process at the time.
The Why
Explain why a task needs to be done
and a question needs to be answered.
Simple & Concise
Tasks and questions should
be simple and to the point.
The Current Experience
Twin staff managed onboarding tasks in both the US and India, primarily through the member's Twin Care Team. However, due to differences in healthcare systems, careful consideration was necessary to address nuances and discrepancies between the two.
Future User Flow
I collaborated with the US & India PMs, UX writer, and various teams to create an improved onboarding flow that considered user pain points, operational constraints, and upcoming changes. This involved numerous stakeholder meetings, iterations, and late nights.
Wireframes
Because Twin onboarding inherently requires the user to answer several questions and perform key tasks we divided the design into 4 flows, which addressed sign up, answering eligibility questions, obtaining health information, and setting up the individual’s health sensors. For NDA purposes, I’ve shown wireframes for the first 2 flows, which deal with sign up and answering eligibility questions.
User testing
Through Usertesting.com, I tested out flows with new users with a demographic that matched our current user base. I tested out UI direction, interaction design, and flows. I also directly interviewed current Twin members [both US and India] as well as Twin Coaches to get their input on the content and usability of the flows.
Hi-fi designs & detailed specs
I created high fidelity designs based off of the wireframes that I created as a base, working with my product manager, our UX writer, and the clinical team to create easy to understand, personable, and succinct messages for each screen.
meaningful detailed specifications in Figma for both iOS and Android engineers to develop the designs. I held design reviews so that I could answer any questions and clarify further details in collaboration with both my PMs and the engineers.
Prototype
I created a prototype of the final design for engineering to better visualize that experience. For NDA purposes, I’ve only included the first two sections below. To interact with the prototype, please click HERE.
Outcomes (as of Feb 2022)
Flow 1: Sign up has been successfully implemented and has already increased new user acquisition by 28% and reduced time to confirm eligibility by 41%.
At the time of me leaving Twin, Flows 2-4 were currently being built and/or tested and QAed internally. These flows will be released cohort by cohort.
Designs allowed us to scale from 200 to 600 members
Implemented Flows 1 + 2 had high completion rates