Turning a Health Insurance Concept into Reality
Tracd Health
An Innovative Health Insurance Start-up Company aiming to eliminate Provider bias
My Role
One of two lead UX Designers
Main touchpoint for Product Owner & Company CEO
Tools
Figma, Miro, Google Suite
Timeline
5 Weeks
Background
The U.S. has a long-standing status of the worst healthcare in the world.
Despite the fact that the US spends the most each year, they see subpart outcomes, low member retention and engagement.
Hypothesis
(from the Company Founder)
A variety of medical issues such as misdiagnoses, late-detection, and mistreatment are due to unconscious and/or conscious bias, which is due to the misalignment of medical providers with patients.
This provider-patient misalignment is resulting in sub par health outcomes. These misalignments lead to a long line of issues, such as, medical providers not performing at peak levels, lower quality of care, and higher claims to pay out
Business Objectives
Be an innovator in the Health Insurance industry to intrigue investors
Start a Health Insurance trend of putting people first and prioritizing successful health outcomes to benefit both the medical companies and patients
Create a platform to give users transparency with their benefits to help users have a better understanding of their health Insurance coverage
The Solution
Traced Health has come up with a product concept that will include a personalized recommendation engine. This feature will be focused on eliminating conscious and unconscious bias from the patient-provider dynamic.
To do so, the feature will match patients with providers who have the highest probability of providing them with the best care by taking specific datasets and variables from both parties to decrease the occurrence of pairing misalignment.
Research Goals
Understand what competitors websites look and feel like
Understand what competitors currently offer for personalization of provider searching
Uncover what frustrations users have experienced with medical providers and what they would like to be different
Try to validate the hypothesis
Competitive Analysis
After analyzing 7 of the leading direct competitors in the US, this is what we found are the most common frustrations amongst users:
medical need being deemed ‘not necessary’ / limited coverage
expensive rates
unexpected charges
not being able to find a local provider
User Interviews
We conducted 7 in-depth user interviews with participants between the ages of 18-65, that had said they experienced either misdiagnosis, late-detection, mistreatment, over-treatment, or human error from a medical provider.
From the user interviews, we wrote insights on post-its and grouped them together by similarity to identify patterns in what user were saying:
There is a lack of or misleading communication
Insurance is usually hands off / just plays a financial role
Patients wish they advocated more
Patients are proactive / doing their research
Providers aren’t always wary of medical errors / mistakes
Patients don’t know for sure why these incidents are happening
There is a lack of trust for providers / insurance
Design Opportunities
How might we imbue more trust within the provider / patient relationship?
How might we help patients have more knowledge about their health insurance?
How might we empower patients to advocate for themselves?
How might we help patients stop putting blame on themselves?
How might we champion communication with providers? with health insurance?
How might we help providers be better communicators to patients?
How might we empower users to take action when an medical error/mistreatment has occurred?
User Journey Map
Using the insights we gained from synthesizing user interviews, we created several user journey maps that would help solve our users problem while creating a product that Traced Health’s founder and CEO has ideated.
Sketches
Several sketches were done in collaboration with Traced Health founder and CEO. The first four images below are the few sketches that were chosen to create high-fidelity designs from. The design goal was to bring to life the conceptual product idea and create hi-fidelity screens for investors to be able to visualize a product
Design Decisions
During a discussion with Traced Health’s founder, we had him describe what he visualizes for the branding and name some existing products to pull inspiration from. The key brand attributes were;
trustworthy - forward thinking - trend setting - bold - friendly - sleek - fun
He also provided us with an existing logo which is where a lot of inspiration was sourced from as well. Together, this is what we came up with:
Home Page
Introducing the Traced Health Patient Platform
Member Dashboard
Your coverage front and center so you can see what you’re paying for.
Complete transparency when it comes to managing your prescriptions.
Recommendation Library
Users can search via their own personal library of recommended providers and care facilities
Search Options
A recommendation engine that matches members to care providers who have the highest probability of providing them with the best care.
Search Results with Recommended Providers
A recommendation engine that matches members to care providers who have the highest probability of providing them with the best care.