Mission: Humana

Humana: Medicare Customer Experience

Problem
A prescription plan wanted signal on its market. Opinions were plentiful. Data was not.
Action
UX research with actual Medicare users. Desires. Technical aptitude. No vibes.
Result
User data, journeys, and visual designs. Delivered. The presentation was the vehicle. The truth was the destination.

Discovery

Research with Medicare Users

Remote co-design session board in MURAL from Medicare user research: journey activities for onboarding, shopping and using a prescription plan, annotated with participant sticky notes.

Presentation Design

Survey Findings

Title slide: Humana Survey Findings, January 2021.
Survey scope slide: 220 respondents surveyed on general digital behaviors, digital health tools and prescription drug plan interactions.
Key principles slide: respondents value digital experiences that are simple and easy, supported, secure and transparent.
Finding: respondents are digitally capable — older adult working confidently on a laptop.
Finding: 91% of respondents regularly use at least one digital health tool, mostly transactional — online bill pay, digital reminders and ordering prescriptions.
Finding: people have the mindset to engage digitally — older adult browsing on a smartphone.
Finding: respondents’ online mindsets are task-oriented or exploratory, but 76% prefer being the decision-maker.
Finding: respondents are cautious and want predictability and transparency — 93% are concerned with how health care organizations use their data.
Verbatim respondent advice to prescription plan sponsors: no surprises, make it easier, make it secure, make it personal.

User Journey

Future-state mobile journey across twelve screens: Randy gets a refill notification, compares pharmacy prices, switches pharmacies to save $17.20, and tracks the order to pickup.

Visual Design

Visual design of a MyHumana pharmacy refill page comparing mail-order and retail pricing for a prescription, with projected savings.