Role: Service design strategist
Tools: competitive analysis, secondary research, design strategy
contribution: obtained a record $55 million investment to transform Anthem’s welcome experience
Challenge
Design an engaging Welcome experience to transform a Fortune 50 Health Insurer for the 21st Century. Integrate new lines of business, including behavioral health services, and digital pharmacy, to form Elevance Health: a lifetime, trusted health partner.
Team
I led research and strategy for the Welcome project. Mid-Project, our sleepy human-centered design shop moved from the Technology organization to the management of the Chief Experience Officer (CXO)
Process
We started by asking broad questions: How might we make a better impression on prospects and members? How did Anthem compare to peers like CVS? What was their secret sauce? What companies did consumers LOVE? How could we be more like them?
Using a D-Scout screener, we asked 185 people to tell us about a company they loved. We also asked them what type of insurance they had, so that the participant pool could be used to target Medicaid, Medicare, Individual, Commercial, and Dual Enrolled members.
The top companies people said they loved were Apple and Amazon by a wide margin. We examined their websites, and even designer portfolios to learn what we could about their process. Then, we took what we learned to design a future-state Welcome experience.
We also turned to academic literature to argue that the best way to make people feel Welcome was “to create a secure attachment” with our prospects and members.
Output
A few months passed, then one day my boss pulled me aside. He asked if I wanted to let the team know that we had been selected for a $55 million OTIC investment to make this dream a reality!
Wow! that was a great presentation.