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Humana Go365: Online Platform Redesign
Humana Inc., headquartered in Louisville, Ky., is a leading health and well-being company focused on making it easy for people to achieve their best health with clinical excellence through coordinated care. The company’s strategy integrates care delivery, the member experience, and clinical and consumer insights to encourage engagement, behavior change, proactive clinical outreach and wellness for the millions of people they serve across the country.
the goal
Humana’s wellness and rewards program, HumanaVitality, was undergoing a rebranding and was to be renamed Go365. To correspond with the rebranding, the company wanted to make enhancements to the online member experience. The design team was asked to assess the current online experience and provide recommendations for improvements.
The Challenge
Go365 is a wellness and rewards program deeply rooted in behavioral economics and actuarial science to motivate and reward members for taking steps to improve and continue their healthy behaviors. The program served more than 3.9 million members nationwide and provides tools and support to help members live healthier lives and reduce healthcare costs.
The challenge was encapsulated in two high-level themes:
How do we motivate users to participate? How do we support users as they go along their journey?
my role
I was assigned as the Experience Lead for the detailed design phase of the project. I managed 6 designers, and worked closely with the Creative Director to execute on the established vision and to bring the experience principles to life in the design solutions. I worked extensively with the client’s design, content management, research and development teams.
The design Process
After several foundational, collaborative workshops to sketch ideas and map out the customer journey, concepts were created and tested with a small pool of current program members. Feedback was summarized into a set of design principles and directional guidance for the detailed design team.
For 6-months, the design team worked in a series of iterative sprints, batch-delivering design solutions for a defined set of features. The experience and visual designers worked in tandem to create a series of wireframes and visual renderings that were built in Sketch and then translated into a high-fidelity interactive prototype. The prototype, and corresponding behavioral documentation, was delivered to the client’s development team for use as the primary implementation reference.
Each sprint included a requirements gathering session, as well as a series of stakeholder reviews and feedback sessions. The team presented design thinking, showed recommended design solutions, discussed technical feasibility and confirmed alignment with Humana’s established design library. Refinements were made based on these feedback sessions. The design team also created interactive prototypes to be used as user testing stimuli, which was conducted by the client’s research team. User feedback was incorporated into further iterations of the design solution, and then presented back to the stakeholders for final approval. Once approved, the team prepared deliverable assets and wrote behavioral annotations to define the interaction patterns, user flows, and design rules.
The design concept
Feedback indicated that members come to the experience with a wide range of health literacy. Health-oriented members had high expectations for health tracking functionality (eg., calorie tracker, sleep tracker, etc.) and a desire for personalized educational content. HIgh-value features included:
A progress dashboard that can be easily accessed to show activity to date
Goals catalog that could be searched and browsed
Points and Bucks indicator on progress dashboard
Shop Now CTA on progress dashboard for quick access to the Go365 Mall to redeem rewards
Health Assessment questionnaire and health screening results
Device tracking
Individual and family progress tracking
Rewards management
The enhanced member experience was defined by the following principles:
Goals > Activities
Flattening goals and presenting them as activities
Show members what’s involved in an activity so they can decide if it’s one they want to do
Show related activities that are connected by topic or personal interests
Provide feedback that points/bucks earned have registered with the system upon activity completion
Health Assessment
Link completion of the Health Assessment to the idea of “unlocking” activities
Break up the Health Assessment into small, manageable sections of questions
Make it easier and more enjoyable to complete the Health Assessment by using informal, encouraging language and serving up one question per page
Show the impact that each Health Assessment section has on Go365 Age
Provide an at-a-glance overview of results per category versus target range
Show a direct connection between results and recommended activities
Provide progress status across questions in a section
Activity Dashboard
Make an activities-based dashboard as launching point of the experience
Display a set of activities to show members what they can do right away in order to spur action
Display is a mix of Health Assessment-based activities (personalized activities) and universal activities that all members can do
Display points and progress on activity tiles
Users can toggle or filter activities based topic
Interactive wireframe prototype in UXPin
Interactive visual rendering prototype in UXPin
the result
The redesigned experience was very well received by the Go365 Marketing team and the business stakeholders. Humana’s Vice President decided to use our final prototype during the internal global announcement in the lead up to the site relaunch.
From this work, the client asked to the design team to work on three additional projects over the following 12 months:
Go365 Mall: An eCommerce feature of the Go365 program where members can use their earned rewards to purchase merchandise
Humana MyHealth: An online portal on the Humana.com website that helps members with chronic conditions to manage their health
Humana.com/Medicare: An information portal for members who are transitioning to the need for Medicare insurance