Transgender Service Design: Understanding the Consumer 🚻

Transgender Service Development

UnitedHealthcare, Transgender Service Design


Develop a foundational understanding of our transgender consumer population, and identify tangible opportunities to improve our service experiences.



Conducted primary and secondary UX research on consumers along full gender spectrum. Identified key pain points, opportunities, and recommendations for our business to meet the needs of the transgender population. Everything from scrappy in-field meet-ups to large-scale quantitative studies provided the insight to bring this population of consumers into clear view for product development.



Launched new ecosystem of programs, benefits, and services for the transgender population across several large-scale employer populations. Product and operations teams leveraged our roadmap of opportunities and definition of service features to build this first service offering. We’re excited that the end-product was grounded in real user insight across a wide-spectrum of interactions and needs.



  • Navigating human resources and benefits management across multiple companies to obtain first-hand interactions
  • Use of large-scale quantitative surveys
  • New service definition and implementation
  • Creation of in-house participant groups for co-development