Design Strategy

Design Strategy: Healthcare Focus

I have led some interesting healthcare projects:

  • UX for TriZetto, the major healthcare integration solution.

  • ToyBox product design, which adds emerging technology to healthcare.

  • The redesign of the biggest healthcare portal.

  • Strategies for improving insurance broker data access.

Read on for some examples...

The First Simple Health Insurance Portal

Strategy is looking at the company and figuring out what to do and when.

The goal was to create the first real simple healthcare portal. I developed a strategy that prioritized tasks based on business value, roadmap dependencies, and the volume of customers impacted. 

Using this approach we were able to quickly identify some big wins.  For example, we combined 'claims' and 'explanation of benefits' because they are the same thing! This resulted in a massive simplification of online and offline communications.


Optimizing The Broker Experience.

I led a team that developed a strategy to improve broker portals by making them task-centric.

The project included ethnographic research, contextual inquiry, participatory design, and remote moderated usability testing.


Part 1: Ethnographic research by visiting brokers in their workplace.


We presented the findings in a detailed yet clear fashion.


Showing the customer journey visually make it easier to identify problems, solutions, and programs to support.


We added value by helping the client make the data actionable.

Helping a major insuror figure out the best way to get customers to go paperless.

We setup a remote moderated usability testing program. It was kind of tiring talking to customers for hours on end. But worth it, because we were able to not only report findings - but suggest solutions.


Part II: I setup a plan and test scripts for remote moderated user testing. The objective was to evaluate the current experience for a 'go paperless' campaign and find out how to improve it.


Clarity and planning ensure buy in.


We tested a variety of real customers and gathered their feedback while observing them perform online tasks.

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This map shows success / fail points along key paths.

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The way things are worded makes a big difference in creating positive customer experience moments.