My Role:
UX Researcher
Client:
OptumRx
Research Goal:
OptumRx is a pharmacy care services company that creates smarter health care connections to help more than 65 million Americans realize improved care, lower costs, and a better overall experience.
OptumRx is working towards redesigning their website portal, specifically the homepage, or dashboard.. This research was conducted to provide direction on early design concepts and to understand what features are most important, valuable, and helpful to members. The research findings will inform dashboard design iterations going forward.
Key research questions and areas:
How do users currently interact with their prescription management website? What are they using it for?
Understand users current pain points when using their prescription management website
Understand what features are most important & least important to users
Methodology:
2-weeks of moderated user interview sessions with OptumRx target demographic. Study participants were located across the United States.
Phase 1: Collaborate with stakeholders to identify goals
Phase 2: Create screener and recruit for target demographic
Phase 3: 60-minute interviews with 12 users
Phase 4: Data analysis, design recommendations
Phase 5: Create report and communicate findings and recommendations to product owners and stakeholders
Recruiting:
To begin, I created a detailed screener that reflected Optum’s target demographic. Below is a high-level interpretation:
Demographic: Users who access their prescription management website to manage their medications
Number of medications taken: Mix
Age: 21-75, Mix
Gender: 50/50 mix
Ethnicity: Mix
Devices: Mobile (iPad and Android devices) and Web browser
Qualitative user interview sessions:
Semi-structured interviews were conducted that consisted of questions surrounding the participants’ experience managing their prescriptions online to gauge user emotions and feedback toward their current prescription management website and identify areas of opportunity.
Designers and stakeholders actively participated as observers in the interview sessions. After every session, we debriefed as a group, capturing key insights and observations.
Interactive co-creation session with participants:
I created interactive activities to engage the participants in during the moderated interview to understand their mental model, learn what features they prioritize, and determine hierarchy.
Activity 1: Understand how users conceptualize and mentally associate certain features
Activity 2: Understand what features are most important and most frequently used by users
Activity 3: Understand how users want to see features organized on their dashboard
High-Level Findings:
The #1 reason users access their prescription management website is to refill their medications.
When designing their own dashboard, the majority of users placed Refills at the top
It is important to users to have medication details readily available on the dashboard (i.e, Rx number, prescribing physician, # of refills remaining)
User Validations:
Users crave simplicity and immediacy
Visual noise makes it harder for users to find what they’re looking for
Refill status and order status are the most important pieces of information and should be easy to find
The dashboard should present their primary task (i.e, Refill, Order Status) at the top
Medication details such as Rx number, medication quantity, and refill status should be displayed on the dashboard
Impact
The findings from this research helped the design team iterate on current-state concepts to create a dashboard that more closely aligns with user needs and aims to diminish pain points users face when using their current prescription management website/app.
Once the new concepts were created, a second round of research was conducted.
Findings and Recommendations
To see the final report, please contact me.
