Case Study — Humana

Humana: Medicare Customer Experience

Problem
A prescription plan wanted insight and user data on their target market.
Action
We ran UX research sessions to understand the users desires and technical aptitude.
Result
We delivered a presentation of the user data, user journeys and visual designs.

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.