Genomic Life

Allowing members to discover, manage, and maintain their health benefits to encourage a proactive healthy lifestyle.

UX Research | UX Design | UI Design | Interaction Design | Illustration

DESCRIPTION

Genomic Life is a benefits insurance management company engaging members through partnerships with genetic testing labs and support specialists. The healthcare industry continues to introduce genetic sequencing and its benefits to both end members (patients) and providers by onboarding these users to new technology, platforms, and resources.

SERVICE PAIN POINTS

Genomic Life and Cancer Guardian services were typically executed through a phone call, onboarding members through census file ingestion, and discovered through word of mouth. All the while, we were missing opportunities where potential members could attend educational webinars, emails due to whitelisting, and overall lack of understanding of our service process.

GOAL & SOLUTION

Engage new members and introduce legacy inactive members to an experience and provide a digital self-service platform. A one stop shop to review, ask questions, and access their services through simple and easy experiences.

from the beginning

UX Research

As a team of one designer, I started my process with defining the current problems with Genomic Life’s services, experience, and member pain points. User journeys through the eyes of each individual persona brought to the surface overlapping blockers within their shared experience allowing our team to proactively tackle the most prominent problem: kit ordering and transparency.

Five personas and customer journeys were developed through a combination of research methods including gathering NPS survey score open text answers, screener surveys, and interviews with members.

Flow and Journey Development

USER EXPERIENCE

Entering the member platform could occur in many different ways due to data ingest issues. Documenting all paths of entry encouraged focusing on the use cases that might happen more often than others.

Reviewing competitor and comparative company user interface and experiences, I organized baseline and foundational features and experiences that would influence the onboarding experience of our users.

Depending on the partnered company our members coming in from, we found there were differently blockers and challenges for onboarding each set of users. By building out workflows and capturing features step-by-step, we were able to focus our implementation and prioritization based on highest frequency of cases.

By introducing a user interface flow sample, pairing mobile mockups with steps of the platform process, communication between project managers, designer (myself), and developers were much more fluid and aligned. We had a foundational image to work from and collaborate on, which allowed us to iterate quickly, find gaps in the experience, and align consistency.

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Iterating features

Sketches and brainstorming

As requirements and priorities shifty from sprint to sprint, brainstorm sessions and quick ideation captured high level ideas and contributions from stakeholders and key influencers. Conversations back and forth would continually open and close the focus on what our members would benefit from most. On top of access to requesting a kit and collecting key pieces of health information from our members, we wanted to ensure the experience would provide enough guidance and instruction to encourage continued engagement. Future goals and priorities grew from ideation and sketching interactions on paper.

Wireframes

Requesting a kit, similar to a check out flow, was implemented in a step-by-step journey and scaled for the scenario where members would have the opportunity to select from multiple kits and products in the future.

PROTOTYPES & USABILITY TESTING

During the 6 month duration of creating our first launch product and service, the product team regularly received feedback from leadership and company members on how to improve the experience. Whether it was content updates, bugs, or feature requests, we continued on with back and froth requests tom improve the experience we were building. Working with the client services and relationship management teams, I was able to recruit a diverse group of members to provide feedback and test our prototype prior to launch. These insights provided guided crucial workflow updates, such as improving our onboarding and login experience, to content and page structure changes.

Prototype link