Giving millions access to care

Giving millions access
to care

Giving millions access to care

Product design

for

Included Health

Design strategy

Information architecture

Role

Lead Product Designer

Time

12 months

Platform

Web, iOS, Android

Team

1 PM,
8 engineers, 2 designers

Problem

In 2021, Doctor On Demand, Grand Rounds Health, and Included Health merged. Each offered a different, unique value to members.

With over 400 coverage partners, more than 30 care services, and hundreds of doctors, merging our care ecosystem into one app promised to provide our 17M + members a simpler journey to health.

  • Doctor On Demand, a consumer-facing brand focused on telehealth

  • Grand Rounds, a B2B brand focused on insurance navigation

  • Included Health, a consumer-facing brand providing clinical coordination for LGBTQIA+ community

  • Doctor On Demand, a consumer-facing brand focused on telehealth

  • Grand Rounds, a B2B brand focused on insurance navigation

  • Included Health, a consumer-facing brand providing clinical coordination for LGBTQIA+ community

How might we serve the health care needs of 17 million members, spread across 3 brands, in one simple interface?

Discovery

Internal workshops, multi-method user research, and ideation at multiple fidelities

Key pain points

  1. Members had to be employed to create an account.

  2. Our IA was full of redundancy, and not the helpful kind.

  3. We lacked a single source of record for accounts.

  1. Members had to be have an sponsored employer to create an account.

  2. Our IA was full of redundancy, and not the helpful kind.

  3. We lacked a single source of truth for accounts.

Solutions

Rebuilding sign up to let everyone in the door

I helped establish new business-level principles for registration that focused on access. We shipped a front-door UX that empowers anyone to get care, with or without insurance.

I helped establish new business-level principles for registration that focused on access. We shipped a front-door UX that lets anyone get care, with or without coverage.

This set the foundation for a new direct-to-consumer strategy.

Simplifying information architecture

Through high-level conversion data, low-fidelity usability testing, and A/B testing, we landed on a base IA that is both intuitive, and flexible for the growing needs of our product configurations.

Impact

A highly configurable care platform that members could use on their first log-in, with or without health insurance.

A highly configurable care platform that members could use on their first log-in, with or without health insurance.

+7.5M

+7.5M

+7.5M

covered lives in one configurable app

covered lives in one configurable app

165k

165k

successful medical and mental health visits in pilot launch period

successful medical and mental health visits in pilot launch period

+13%

+13%

+13%

increase in searches for care in new IA

increase in searches for care in new IA

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