Evaluative usability testing for new Virtual First health plan
Virtual care offers a way to achieve lower costs, improved outcomes and a better member experience.
The health care market has recently experienced a saturation of Virtual health plans, most of which are largely similar in their offerings. With this in mind, it’s important to identify opportunities to differentiate on plan experience, breadth & depth of care and market availability.
Project Scope
Stakeholders
Digital Enterprise Growth - Digital Customer ExperienceMy Role
UX Researcher, Digital Enterprise Growth - User Experience Team
Product Manager - Member Experience
Director - User Experience
Interaction Designer - User Experience
Interaction Designer - User Experience
Content Manager - User Experience
Senior Product Manager - User Experience
Senior Product Manger - Member Experience
Hali Osborne, UX Researcher - User Experience
Methods
Remote Unmoderated Study
Qualitative - Usability Testing, Task Analysis, Think-Aloud Protocol Quantitative - Usability Testing (Benchmarking), Survey, Clustering Qualitative DataTools
UserZoom, Figma, Mural, Advanced ExcelProduct and Customer Strategy - Product StrategyMarketing - Engagement & RetentionStrategic and Health Solutions - Health Transformation AccelerationDigital Enterprise Growth
Marketing
Product and Customer Strategy
Strategic and Health Solutions
Senior Director - New Product ManagementSenior Director - Product Market, Research & Insights
Senior Manager - Product Market, Research & Insights
Senior Manager - New Product Development
Product Strategist - Product Market, Research & Insights
Director - Engagement & Retention Senior Manager - Engagement & Retention
Regional Medical Director - Health Transformation AccelerationDirector - Health Transformation Acceleration
Project Overview
Background
Testing the end-to-end welcome and on-boarding experience with two flows
Preliminary testing to see if they understand difference between virtual care and in-person care
Perceived value - Overall assessment of the utility of the product based on perceptions of what is received and what is given
Objectives
This project was conducted to understand navigation, comprehension and findability around a health insurance companies Virtual First plan digital experience.
Methodology
Remote Unmoderated Study
Goals
To understand navigation, comprehension and findability around a health insurance companies Virtual First plan digital experience
Identify and assess severity of pain points
Identify areas feasible to address prior to MVP
Identify areas to re-address post-launch
Research Questions
How much prior experience/explanation do they need about what the plan entails to ensure they understand the offerings of the plan?
Is the perceived value of the plan clearly communicated?
Onboarding
Do they understand this process?
Do they understand how they are getting in?
Possible friction when prompted to onboard/set-up on two platforms
Getting Care
Do they understand how to navigate between the two platforms?
Reactions/opinions about navigating between two platforms
Do they understand their virtual care offerings?
Do they understand how to make a virtual appointment?
How do they feel about the possibility of not seeing their chosen doctor?
Do they understand that they can/how to make an in-person appointment if needed?
Which side of the experience do they prefer to drive through?
Navigation
Do they understand how to navigate between the two platforms?
Do they understand where to go to acquire specific types of care?
The accelerated timeline and quick turn-around requirements of this research initiative prompted a rapid, mixed-methods approach to effectively and efficiently address high-priority areas.
Timeline
Time elapsed from receiving initial research intake to final deliverable reporting session:
Representation of experience flows shown in design assets.
Participant Criteria
15 participants randomized to each complete 3 out of 5 total think-out-loud navigation tasks
Mixed-methods survey questionnaire
Multiple choice, open answer, rating matrix
Recruited via UserZoom Intellizoom panel
Conducted via UserZoom research software
Study Design
Experienced tele-medicine or tele-health visit with a live doctor within the past year
18 -44 years old
Gender representation
After qualifying for the study, participants were prompted with additional questions in the pre-questionnaire regarding their technology usage, current health conditions, engagement with their health plan, and more. These responses were utilized within this data-set as well as intended for benchmarking with future research efforts.
Study outline showcasing randomization patterns.
Task flows showcasing happy paths for the 5 navigation tasks.
6 weeks
Takeaways
Outcome & Opportunities
The Virtual First Health plan digital experience is currently live in Q1/2023 for certain markets. Further plans for future roll out to additional markets are currently in place.
This project initiative has been a huge win for the business.
Fast paced, high stakes project involving input from stakeholders across many business units
Completely new product for the business utilizing a novel care model
Involved stakeholder management & engagement across a very large group
Required facilitation and exercising of UXR expertise to gain alignment on strategic approach
Time constraints led to limitations with recruiting specific target audiences
Proposed next steps involve conducting additional research, post-launch, to gather feedback and additional in-depth research
Moderated contextual inquiry and usability testing on current experience, pain points, behaviors and attitudes/feedback
Research uncovered high-priority issues with comprehension and navigation that were addressed in the re-design pre-launch.