My Role

Partnered with another designer. Focus on defining Action Recommendation flow and translating design components for mobile platform. 

 

Background

Due to the low engagement rate, approximately 40% of employees don’t understand their benefits, and only 12% of employees are healthcare proficient. This lack of knowledge leads to employees making uninformed decisions, resulting in higher healthcare costs and poorer health outcomes.

GOALS

  • Increased engagement rate
    Delivered personalized, timely, and relevant communications enable employees to connect with employers effectively through Castlight platform.

  • Encouraged behavior changes
    Created seamless experience across email, web and mobile platforms to provide targeting recommendation that helps employees to achieve specific behavior change goals.

Process

 
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  1. Define contents
    Partnered with clinical content team to define different types of recommendations that included educational articles, health tips, self assessment or saving tips based on your past claims.

  2. Design flows
    Designed gated and ungated experience based on the content.. Educational articles has lower health privacy concern that doesn't require log in. However, user needs to log in for privacy sensitive contents.

  3. Standardize design module
    Took the advantage of scaleable, mobile friendly, familiar design pattern and personalized user experience to design different types of card for different recommendations in order to standardize the card structure.

Types of Content

Worked with clinical content team to define different types of recommendations. Once we had a rough framework, we reviewed with other business/product owners to understand their need and see how to extend the framework beyond recommendation. At the end of process, we added transactional, conversational content.

 

Mobile User Flow

Email was considered as the main communication channel to trigger the experience. Due to the HIPAA (Health Insurance Portability and Accountability Act) regulation, the flow will differ based on the content sensitivity. For generic educational articles, users can open it directly through mobile web. For saving tips or past claims etc, will require log in.

 
 

Standardize Design Modules

Card-based UI is a mobile friendly and familiar design pattern that has been well adopted. It provided the advantage of scaleability. Besides the email channel, we also want users can easily discover the content when they launch the app. So the project also involved homepage redesign. The goal was to moved away from utility, task orientated app toward exploratory and customized product.

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FINAL DESIGN

 

Prototype

Used Principle to prototype the walkthrough experience. Focus on communicating the end-to-end experience and page transitions to the remote engineer team.

 
 

Outcome

Completion rate reached from 2.16% to 4.75% based on different types of targeting groups. 
(completion rate = users click through the email and land on CLH recommendation homepage)