Drove Engagement

Re-design & Re-architecture of Member Portal

Problem

Engagement of the member portal was unsatisfactory. Digital experience for Health Advocate members was outdated and clunky, it had an old and less secure code base, and multiple solutions were i-framed in. It was not scalable or secure.

Solution

  • Modernized to a digital consumer-grade mobile first member experience with a freshened look, better navigation, new tools, curated content, and more personalization.  Designed for all 5 product lines but launched to one at a time, first Advocacy and Benefits Navigation.

  • Redesigned and enhanced existing tools – Benefits Wallet, Provider Quality Search

  • Re-Architected platform

My Role

VP Product, visionary overseeing the entire project and direction, managing budget, partnerships, metrics, and team.  

Team

6 Product Managers, 5 UI/UX

Project duration

Initiated in May 2020. Launched to Advocacy beta clients in April 2021. Launched to all Advocacy clients in Fall 2021. Launched to Employee Assistance clients in April 2022. Launched new Well-being program in January 2023. Launched to Biometrics clients in July 2023. Ongoing.

Highlights of Process

  • Brand Workshop

  • Competitive/Market Analysis

  • Digital Identity

  • Design System

  • Experience Design & Information Architecture – User Stories/Personas

  • Mobile-first Hi-fidelity Prototype

  • Usability Evaluation/Usability Testing

  • Agile User Stories with references to Figma designs

  • Visual & UX QA

  • Prioritized MVP based on client needs and revenue opportunities (weighting). Launched in phases based on available functionality.  First was Digital Wallet, Chat with Advocate, Provider Quality and Cost tool and content. Followed was EAP, Well-being, and Biometrics.

Journey Mapping

Prioritization

Design in Figma

User Stories

“You humanized it” [JH - 106]”
— Usability Study
“A lot of information at your fingertips and very clean” [DP - 69]”
— Usability Study

Results

  • Skyrocketed app downloads 480%, unique users 64%, and data-driven notifications from zero to 2.4M annually with features such as personalized self-service benefit hub, access to telehealth, chat, guided pathways, and quizzes.  

  • Boosted ability to implement new features faster by updating applications to modern technologies (e.g., React, .NET Core API, AWS) from .NET Framework and Webforms.  

  • More than doubled provider search tool utilization (253%) by enhancing with quality algorithm that enables members to locate in-network providers that deliver the best care at the highest value.

  • My Benefits reflected 52% of all pageviews.

Before

Home Page

After

Home Page

Benefits Wallet

Quality Doctor Tool