Modularity in Platform UX
HEALTHCARE
ENTERPRISE UX
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OVERVIEW
Optum Value Enablement Suite is a new platform technology offering that fits within broader Value Based Care and Provider Enablement construct. It enables Payer and Provider collaboration on risk, quality and population health to accelerate the shift to value-based care and increase health care affordability.
MY ROLE
Sr. Product Designer - Product UX Strategy and Design
THE TEAM
1 UX Designer, 4 Product Managers and Product Leadership
TIMELINE
Apr 2024 to Dec 2024
Defined a flexible yet cohesive Information Architecture for the platform and successfully translated product North Star vision of modularity into user experience with 95% SUS (based on moderated testing with 7 end users).
HEXAGON AS AN INSPIRATION
Optum already has many distributed offerings in the value based care ecosystem. After a thorough market and user research done on the existing products, a strategic decision is made to consolidate key capabilities and modularize into platform-as-a-service structure to optimize costs and use new technologies like AI. With this vision, how might we translate the concept of modularity in platform user experience seamlessly and improve sales opportunities?
PROBLEM STATEMENT
BREAKDOWN OF THE PROBLEM
Flexible yet cohesive platform
A flexible yet cohesive experience when a client pick and choose offerings according to their needs
Platform-as-a-Service
Use Platform-as-a-Service frameworks and methods to deliver wholistic experience to clients.
ECOSYSTEM
Optum's offerings in value enablement space spanned across multiple business units and different verticals
Including Payer and Provider ecosystem, I identified 12 user personas across 20+ product offerings with overlapping workflows. In order to create a seamless workflow based solution with modular approach, it was needed to do thorough research to understand the pain points and leverage existing solutions and technologies.
Consolidating key capabilities
Identifying existing capabilities in the ecosystem that are working for existing clients and enhance
Modern and advanced technologies
Leverage existing healthcare data to show predictive trends to Payers and Providers to enable care delivery
LEGACY PORTFOLIO
Legacy product structure contains significant duplication that sit in different business units, leading to unnecessary cost and market confusion
Huge discovery work. Less resources.
Almost a 1 person team for first 2 months and I scaled it up to 7 member design team in 8 months. A lot of lobbying!
Time to ship MVP
Every January, there is a sales growth conference happens in Optum Insight. The MVP needs to be ready by Jan 2025
Upping my game
It's a high visibility project with a billion dollar market capture. And I am representing UX department and discussing product strategy with VP and Sr.Directors.
Parallel work
The PI 1 has started right in the middle of discovery work and I had to prioritise/improvise. At one point, I am handing off designs to 3 different engineering teams and working with 5 Product managers
CHALLENGES
EXCITEMENT
I got a chance for the first time to interact with VP level business unit leadership, sales, marketing, product and engineering teams to discuss product strategy representing UX
Seamless Workflow UX
Categorised the offerings on the basis of tools, applications and platforms. Identified the overlaps in pain points each one is solving
PROCESS - DISCOVERY
Several workflows and experiences are disjointed and spanned across multiple applications.
I planned for an end-to-end visual and usability refresh to address dated UI paradigms and consideration of data intensity
Workflow based UX is a hit in existing clients for their care delivery
KEY TAKEAWAYS
Card sorting and Journey mapping
Interview sessions value managers and client service managers
DESIGN GOALS: DEFINE
DISCOVERY METHODS
Workshops and Working sessions with Product Managers
As part of discovery, I kicked off the process with a comprehensive analysis of all the offerings and listed out all the user personas, key features, and usability lapses
Flexible
Coherent
How might we show predictive actionable insights using AI rather than just displaying retrospective data?
Focusing on user needs and workflows rather than silos of information.
Seamlessly adapt to varied client needs and user roles.
Competitor analysis and benchmarking
Interview sessions with product leadership and sales team
Desk research
