Rethinking Drug Imports

The Goal

The goal of this project was to enhance the drug import experience from Medicare.gov to Humana. The data team we partnered with found that in general users who imported or manually added their drugs were more likely to enroll. Given that data, we believed enhancing this feature would lead to more enrollments.

My Role

I was one of two designers that focused on designing, prototyping, and researching. We also had two project managers who helped guide the business goals, a data team that shared findings from last year’s annual enrollment period, and developers who we worked with to identify what was possible.

Context

Working with Humana, a health insurance company, has been an incredible learning experience. Medicare was entirely new to me, so learning about these users and how to make a very complicated process easier has been incredibly challenging and rewarding. When I joined the project the flow was, for the most part, complete. That said, there were plenty of enhancements to the product that we were working on and this was one of my favorites.

Current State

In the current state, a user will enter their Medicare credentials and will then pull their drug list from medicare.gov into Humana. The user is able to see the list, but not interact with it. Then the user clicks next and they are brought to the screen displayed here. Here they can add, edit, or remove existing drugs pulled from medicare.gov.

The Process

To begin, we ran a usability test with the current state. We made some assumptions ahead of time but mainly wanted to watch the user walk through the current flow to identify their pain points. Once we had a better understanding of where the user was struggling, we ideated, voted as a group, and tested again before delivering the final design.

Researching Current State

The current state designs had been tested previously by the team that implemented them, but we knew there were some fundamental issues with this design. That said, we didn’t want our own bias informing the rework, so we started with research.

Key Findings:

  • Users were unclear about what to do first on the page where they can add, edit, or remove drugs. Many felt they needed to add drugs manually even though the drug was already in their list.

  • Users understood there was an error but not what that error was

Ideating

The team came up with as many ideas as possible to solve for clear hierarchy and error messages. We then dot voted and fine-tuned our final design.

Researching New Designs

We utilized the tool UserZoom for our Research. We screened for medicare aged shoppers who were either new to or familiar with Medicare Advantage plans.

The Results

Enhancing the design majorly reduced user confusion surrounding hierarchy and editing, adding, and removing drugs.

3 Key Takeaways:

  1. 12 of 13 users identified which drugs had errors associated with them

  2. 12 of 13 users understood what the error was with the drug

  3. 12 of 13 users understood how to add new drugs

Next Steps

The team presented the findings to leadership as well as during a shareout to other teams as an example of how data and design teams can work together to identify user drop-off and better the overall experience. PM’s and Devs are now working to get this into production.