Humana

RESEARCH, UI/UX

As part of a recent agreement, Humana acquired 60% interest in Kindred at Home, the nation’s largest home health and hospice provider. As a result, Kindred at Home’s business, including its subsidiary brands - Centerwell and Gentiva will be integrated with Humana. This redesign connects the dots on continuum of care options with empathy so audiences feel comforted in selecting a provider with a holistic, full spectrum of care.

How might we reimagine continuum of care for Humana’s new corporate websites?

I led and oversaw the UX process end-to-end, partnering with researchers, copy writers, client stakeholders, product owners and development and directly with Humana’s leadership team. I managed the design team’s workstream and developed resourcing plans. I took ownership over various features, working closely with product owners in identifying key features and gathering user requirements. I also constantly communicated with engineers on design specifications and accuracy of implementations.

MY ROLE

RESEARCH OVERVIEW

Our Interviews

We interviewed stakeholders to identify project goals, challenges, and opportunities and considered learnings from KaH’s website and prior phases while also thinking beyond what is currently possible.

7 Stakeholder Interviews

From our interviews, we pulled out the key data points regarding needs, goals, and challenges. We clustered the insights and categorized them into larger themes. In general, our findings added more nuance to prior phase findings, and uncovered new opportunities and needs.

8 SME Interviews

We interviewed subject matter experts to understand how the site can best meet user needs and validate personas for the site, while bridging the gap between care and commerce.

Affinity mapping

MORE USER RESEARCH

From our previous research, we could further segment our main users into four groups: personal care patients, caregivers for hospice patients, prospective employees and investors. We also broke down the user personas by their attributes, pain points, motivations and needs.

Mapping user personas

Through persona mapping, we were able to establish a user journey and gauge user needs and pain points. These insights included: finding the right fit, guiding with compassion, leveraging expertise and know-how, reimagining continuum of care.

OPPORTUNITY MATRIX

By plotting the features that were necessary for basic functionality alongside what was technically feasible, we are able to define our Minimum Viable Product and scope out an accurate timeline.

Identifying features for MVP

DESIGN SYSTEM

Building a system that scales

We took an atomic design approach, breaking down our design system into atoms, molecules, and organisms that could be built upon each other. Our aim was to create a system that would be both efficient for designers to use and easy for developers to implement in Optimizely.

WIREFRAMING

Based on all of our findings shown above, we recognized the importance of ensuring our designs aligned with the user's needs. To achieve this, we created an initial prototype to test and gather feedback from Humana’s target audience, which helped us fill in gaps from our research and gain further insight into the user's behavior.

Designing for the user

ET VOILA

Patients and families needed guidance and support during these difficult times. Our research indicated that to feel comfortable throughout the entire decision making process, we needed to strike a balance between projecting compassionate warmth and communicating the difficult realities of end of life care. By doing so, we were able to create a more user-friendly experience that resonated better with Humana’s audience.

The final solution

THAT’S ALL FOLKS!

The redesigned website has been well received by our customers. We welcomed 238.2K new users and experienced a surge of 19.3% in user engagement. The site continues to attract ~53K users daily.

We helped revise a foundation that allowed us to build on top of. The patterns and designs created would later help inform future parts of the site as we constantly strive to improve the experience for patients and families.