Optum, Population Health Services Digital Re-design
Optum’s Population Health Services have traditionally been 99% telephonic. These services include case and disease management health programs, such as Diabetes, COPD, Heart Failure, Coronary Artery Disease and other. As market and consumer needs evolve, pressure has mounted to augment our telephone-based service model with digital experiences for both consumers and clinical staff within Optum. The main challenge this product portfolio faced was in the definition phase of which requirements are desirable, feasible, and viable to stakeholders involved. The complexity of the health services, user interactions, and healthcare system in general made for an exciting service design challenge.
- Digital prototypes that set the vision for the service
- Practical roadmap for the organization to take steps towards future-state
- Organized list of features broken down into user stories
- Stakeholder buy-in across disciplines such as marketing, product, and operations
First, our team began by analyzing the service offering in it’s current state. Call listening and analysis, consumer interviews, internal stakeholder working sessions, and deep dives into critical touch points gave us a knowledgable foundation for barriers and opportunities. For example, call listening of consumer experiences provided insight into which interactions were better suited for automation in a digital tool over other interactions that would still require nurse oversight. Additionally, ethnographic consumer interviews provided the team with insight about member inherent needs, expectations, and ideal functionality.
Second, we planned and executed a stakeholder workshop with leaders across a products, operations, marketing, and engineering. The goal was to familiarize ourselves, as a group, with the current front- and back-stage processes, interactions, and consumer needs. Thereafter, we used the time together to develop new ideas about how the service can, and should evolve. We used those ideas to generate themes and dove deeper into specific functionality necessary to bring to life each requirement. With the use of structured frameworks, we normalized the workshop participants’ ideas into user stories and epics.
Lastly, we collaborated an external agency to work through the storyboards, feature-set, and prioritization in order to develop a digital prototype. This prototype has set the vision for where and how the service is to be created. It has been helpful in garnering Optum leadership buy-in, driving development efforts, and supporting consumer testing.