CASE STUDY
Diabetes Program Journey Experience Redefined to Drive Completion
SERVICES
THE CHALLENGE
Complex program and no mobile option dampened program participation
Our client, a large federal health insurance payer, wanted to improve its diabetes management program, which provides an incentive to support members with diabetes in managing their condition and lowering their A1c levels. Our client wanted to re-envision the member journey experience with new design and content, as well as launch a mobile app version of the diabetes management experience.
To better understand the member experience and identify the best areas for improvement, we analyzed participation metrics to identify potential confusion points and flow interruption. Our analysis revealed that the existing digital experience was disjointed and not intuitive, with confusing information about the program’s next steps toward completion. Without a mobile experience for member to access their program on-the-go, this further limited member engagement.
Furthermore, the diabetes incentive program was highly complex, with many possible scenarios and outcomes depending on the member’s actions and test results. Our team was challenged with finding the balance between creating a diabetes program experience that feels manageable and easy to complete, and providing instructions that were descriptive enough to address all eligibility requirements and available options.
The diabetes incentive program was highly complex, with many possible scenarios and outcomes depending on the member’s actions and test results.
OUR SOLUTION
Simplified content and increased engagement help diabetic members succeed
Our user experience team redesigned the member portal landing page experience to help navigate members through their journey steps to learn about and complete the diabetes management incentive program. A dedicated diabetes incentive program journey page allows the user to track progress throughout the program, provides contextual instructions and clear calls-to-action to complete each step, and cross-promotes additional benefits and resources to help members gain more value from their plan and connect with other programs to improve health and wellness. Unlike the previous program experience, our new solution provided a more holistic diabetes management experience to better support the member and enable improved health outcomes.
The solution also included developing a mobile journey experience for eligible members to see their seeing their program status in their mobile incentives dashboard. The mobile experience was designed to increase awareness, engagement and completion in the program. The future state is a fully native mobile experience that will include upload of documents via the device camera, as well as additional engagement to encourage program completion within the app.
TOOLKIT
Usability Testing
Member Persona Creation
Customer Journey Mapping
Metrics Analysis
Real-time Prototyping and Visualization
Creative Design
Mobile push notifications and secure messaging within the member portal also were developed to enhance engagement by alerting members to major program completion states and providing encouragement (micro-successes) to continue the program. A limited-time product tour within the app also promoted the newly launched mobile experience to reinvigorate engagement.
As an integral part of our design process, we conducted member usability testing of the new incentives journey website experience, the mobile experience, and the engagement strategy. Usability testing with real members of the health plan allowed us to test and iterate on the journey designs to ensure the flow was intuitive, confirm that members understood the complex requirements, and provided the most relevant and clear information to members about the program steps.
THE RESULTS
Health plan members with diabetes are able to understand and complete the incentive program steps via their website portal or mobile app
Client responded positively to the improved journey experience, with plans to implement a curated incentives hub in their product roadmap
Designed UI model to maximize user adoption and effectiveness
Cross-promotion of other diabetes benefits and resources within the journey page increases potential participation with other health and incentives program
The newly designed journey page contributed to a template for all incentive journey pages across the health plan
