Reimagining the future of healthcare.
HealthPartners teamed up with Livefront to transform their relationship with consumers through the power of personalization.
Millions of Americans turn to HealthPartners as their healthcare and insurance provider of choice, and with good reason: the behemoth is on a mission to deliver value-driven care that people trust. However, the sheer scope of services at a company this large creates enormous complexity throughout the product ecosystem. Leveraging their strength as both a care and insurance provider, HealthPartners knew they wanted to reimagine their relationship with member-patients and devise a vision for the future. They partnered with Livefront to do just that.
Our contributions
Vision & Strategy
- Product Strategy & Vision
- Concepting & Prototypes
- Design Sprints
Product Management
- Roadmapping
- Project Management
Product Design
- User Research
- Native Mobile Design
- Web Design
- Illustration
Times they are a-changin'.
In light of the precipitous rise of direct-to-consumer competitors in the healthcare space, increasing user expectations of convenience and speed, and shifting attitudes towards technology in healthcare, consumers aren't what they used to be. Not only are Americans becoming more proactive about their health, but they expect highly personalized digital experiences that meet their needs at the touch of a button.
Despite being the second largest health system in Minnesota, the HealthPartners mobile app was only attracting 11.8% unique visitors on their online platforms, and the current online offerings were not meeting consumer expectations. When we came on board, we analyzed key changes in consumer expectations, provided a view into the competitive landscape, and outlined important strengths and weaknesses in HealthPartners as an organization. From there, we collaborated to devise a cohesive product vision that would guide us to the future.
An informed personalization strategy.
After extensive research and readouts with the HealthPartners team, it was clear personalization had to be at the core of the HealthPartners digital experience strategy. Livefront defined key personalization design principles by taking a close look at industry leaders in consumer-facing digital products. These principles grounded the Livefront and HealthPartners teams in the latest personalization trends and provided both guide rails and inspiration for future design work.
It takes two to tango.
Rather than pursue the traditional client-consultant relationship, we collaborated with HealthPartners at every stage of the design process—especially early on. By doing so, we were able to amplify expert voices, identify key themes for future design concepts, and define personas for whom we could personalize the experience. The result? Camaraderie and trust between the teams, ultimately leading to a single vision for the future of healthcare and insurance that everyone agreed on.
Ready, set, test!
Livefront brought to life a subset of the concepts inspired by the collaborative workshop, incorporating elements we derived from our personalization design principles. Our greatest challenge was to design concepts that were not only tailored to each individual user, but also relevant for a variety of user groups: members (insurance-only users), patients (care-only users), and member-patients (insurance and care users). We jumped this hurdle by crafting a modular, containerized interface that could be scaled up or down depending on each individual's needs. Our responsive framework ensured a seamless experience across myriad screen sizes.
Six unique concepts.
Our work together concluded with an executive presentation that summarized our competitive research, personalization principles, and user testing findings from months prior. In this presentation, we unveiled six unique, fully-fledged dashboard designs and prototypes for mobile, desktop, and responsive web, empowering the HealthPartners team to carry forward the concepts into engineering readiness.
