Customer-Facing Platform Redesign

Client: Optum Behavioral Health Timeline: 8 months Year: 2023

This project, which is covered by a Non-Disclosure Agreement (NDA), restricts the sharing of detailed information and visuals. However, I can share an overview of my contributions, design approach, and the project's impact.

Optum Behavioral Health UXD Platform Redesign

When I joined Optum Behavioral Health in 2023 as part of the Optum UXD team, I focused on designing and delivering enterprise applications for this multi-billion-dollar division within Optum. This platform served diverse users, including patients, providers, clinicians, and agents, and required robust, user-friendly solutions tailored to clinical and non-clinical needs.

Role Overview

I designed and updated legacy applications and redesigned platforms for Optum Behavioral Health, focusing on patients, providers, clinicians, and agents. The project aimed to modernize an outdated system and deliver a current platform.

• Led a redesign of the “Get Care” feature.

• Leveraged the Double Diamond framework for user-centered design.

• Successfully launched the redesigned platform in January 2024.

  
  

Project Timeline (Covering All Features)

Year - 2023 | 8 months | Agile | Concept-to-Launch

05/2023 - Project Kickoff – Stakeholder alignment, goal setting, and initial research.

06/2023 - 08/2023 - Discovery Phase – User research, journey mapping, persona creation, and wireframes

08/2023 - 10/2023 - Design Phase – Prototypes and stakeholder reviews.

11/2023 - 12/2023 - Development and Testing – Collaborating with developers, UAT, and iterations.

01/2024 - Launch – Soft launch in late December, full launch on January 1, 2024.

The Design Process (Double-Diamonds Framework)

• Conducted research using quarterly reports and user studies.

• Created user personas and journey maps to identify pain points.

• Iteratively refined designs through stakeholder presentations and A/B testing.

• Collaborated closely with content strategists, developers, and accessibility specialists.

The “Get Care” Feature - Key Challenges

The Get Care feature is a key component of the Live and Work Well platform and a major touchpoint for visitors seeking care options.

• Complexity of Features: Simplifying navigation for users overwhelmed by redundant options and disconnected pathways.

• Technology Constraints: Balancing innovative designs with the platform's technical capabilities and project timelines.

• Stakeholder Alignment: Bridging the gap between business leaders and UX teams to align on design solutions and information architecture.

The “Get Care” Feature - Pre-existed version

After discovering the pain points,

I recognized that the existing process for searching care options was cumbersome and unclear. To address this, I proposed a redesign that transformed the “Find Care” page into a more intuitive and user-centric experience. By renaming it to “Get Care,” we emphasized clarity and immediacy, aligning better with user expectations. This adjustment, driven by user insights, significantly improved the discoverability and usability of our care services, ultimately facilitating quicker access to essential resources for our users.

Design Strategy - "Get Care"

Goal: Create an intuitive, efficient, and personalized care navigation system.

Approach:

• Introduced a centralized "Get Care" page with streamlined navigation.

• Implemented the Jobs-to-be-Done framework for prioritizing tasks.

• Collaborated with content strategists, developers, and stakeholders.

Solution Overview - Enhanced Get Care Feature

Image: I captured the screen from the current OBH mobile application.

The revamped Get Care feature addressed usability pain points by:

• Consolidating care options into a single page using a tabs component for intuitive navigation.

• Organizing care tasks into clearly labeled categories: Explore Care, Provider Directory, and Virtual Visits.

• Presenting actionable, personalized options aligned with users' membership types and covered benefits.

Key Outcomes

Impact

The redesign delivered measurable improvements:

• Enhanced Usability: Simplified navigation reduced user confusion and improved task completion rates.

• Efficiency: Streamlined pathways saved time, allowing users to achieve care goals faster.

• Personalization: Tailored content aligned with individual memberships increased user satisfaction and engagement.

A/B Testing Results

As part of the iterative design process, we conducted A/B testing to evaluate the current and redesigned versions of the Get Care feature. The objective was to assess whether users could:

1. Understand how to find their care needs effectively.

2. Learn about the different types of care options provided.

   
   

Key Findings

• Improved Confidence: 87% of testers felt more confident using the redesigned Get Care page compared to the original version.

• Enhanced Usefulness: Testers agreed that the redesigned top tasks section was particularly useful when seeking help.

• Efficiency Gains: Users reported being able to locate care options more quickly, attributing this to the streamlined navigation and prioritized content.

Project Delivery

• Conducted User Acceptance Testing (UAT) to ensure a smooth launch.

• Collaborated daily with engineers and stakeholders to address last-minute issues.

• Delivered the platform on January 1, 2024, with a soft launch in December 2023.

Retrospective - Lessons Learned

• Emphasized adaptability and collaboration in high-pressure situations.

• Balanced innovative designs with existing technical constraints.

• Grew as a designer by overcoming complex stakeholder dynamics.