Visual • UI • Responsive Design
Optum Website
End-to-end pitch experience that could catalyze on business pivots, accelerate and empower each person to reach better health outcomes.
Responsible for visual direction, all mockups, experience principles, strategic thinking, design research, and leading a media designer for interactions.
Key insights
🚩 No reason for return visits
🚩 Confusing information architecture
🚩 Site functionality is inconsistent and complicated
🚩 Cumbersome, overly complex content
🚩 Lacks personalization
🚩 Lacks empathy and feels sterile
Accelerate and empower for better outcomes
Needs are diverse across audiences, B2C and B2B, one common theme all user types are being enticed by new disruptors popping up in the marketplace, especially amidst Covid, so they’re even more attuned to receiving a smooth and credible customer experience.
Individuals & Families
Hope to quickly accomplish a task and move forward
Often not a customer by choice (employer choice)
May know legacy brand better
Growing in chronic conditions
Healthcare Administrators
Need to see tangible proof of Optum's impact
Have wide diversity of needs for Optum services
Desire proof points of transformation
Employers
Seek a credible provider for smooth experiences
See their experience as a signal of employee experience
Discovering disrupters who are raising their expectations
Power forward progress
We’re all about outcomes and end goals. We remove friction that slows people down and avoid dead-ends, so there’s always a path for forward momentum.
Enlighten with ease
How we help should be easy to understand, across all audiences. Every piece of content we share is intentionally crafted, concise and helpful.
Shape content through needs-based lens, informed by referral source, search query, audience type, segment, etc. Leverage a progressive test-and-learn approach to improve segmentation over time.
No dead-ends. Always a way forward. Information made actionable, and never without purpose. Motivating and encouraging language.
Remove unnecessary business jargon. Focus on value prop of products/services. Explain terminology in-context, making learning intuitive.
Empathy at the core
Simplify & Streamline
People visit the site with objectives—often tasks they want to complete. We remove clutter and complexity to meet their needs efficiently.
Orient taxonomy, navigation and content around user needs instead of business units. Reduce irrelevant content or features to improve impact.
Adapt to the individual
We strive to ensure that every person feels like they’re at the center of what we do. We smartly adjust to where they’re at in their own unique journeys.
Check balance with voice
Make mobile payments
One Optum ecosystem
Provide SMS Rx sign-up
HSA calculator
👉🏼 Monitor behaviors by audience types — ex. Appointments created, Directions, PDF Downloads
👉🏼 Identify most-chosen pathways — ex. Entry point, Next page
👉🏼 Determine most impact — ex. A/B testing for placement, Messaging
👉🏼 Test into most useful shortcuts — Ee. Click-throughs, Testing for options
👉🏼 Determine most compelling content — ex. A/B for messaging
Keep it personal
Ongoing measurement ensures calculated optimization and personalization.
Teamwork makes the dreamwork.
Val Jencks — Experience Design Direction
Andy Kenney — Design & Creative Direction
Justyna Mack — UX
Kates Hartman — Visual Design