Healthcare · Mobile · Web · BCBSNE · 2018-2019
A healthcare app members actually liked
A new mobile and web app called HATCX | thrive would let members compare healthcare costs and find in-network providers. As it grew to include benefits, claims, and a health age survey, I designed the new features for iOS and later a companion web app.
Role
UI/UX Designer
Company
Blue Cross Blue Shield of Nebraska
Platforms
iOS & web
Team
PMs, UI/UX designer, CX researcher, data scientist, mobile developers, web developer
+24%
increase in iOS star rating
+32%
increase in user engagement
13
new features added
The Problem
Members wanted to understand their benefits and claims and shop for care. The app began with provider search and cost comparison, then grew as new features were added.
Research & Insights
Focus groups
Regular focus-group style interviews, plus shadowing customer service reps.
What users loved
Comparison shopping for procedures, easy in-network provider search, and contacting providers right from the app.
The main pain point
A "double login" to use the app and connect an insurance plan. Single sign-on and a login step during onboarding were planned to fix it.
Key Decisions
01
Fix the double login
Designed an intuitive login with single sign-on options, including the member’s BCBSNE account.
It was the top pain point members reported during testing.
02
Focus on comparison shopping
The app allowed members to connect their BCBSNE account and see their individual cost for specific procedures.
This is what really set the app apart from other health cost tracking apps.
03
Make benefits and claims actionable
Displayed simplified benefits with spending accumulators and insurance cards, and claims with filters, detailed statuses, and payment options.
Users wanted an easier way to understand benefits and how claim amounts broke down.
04
A survey members want to complete
Worked with a data scientist who created a “health age“ survey for members to answer questions about their lifestyle and medical history to determine their health age.
A compelling survey design encouraged members to complete all 20 questions.
The Result
User engagement grew with each new feature, increasing by 32% in just two years. App ratings also rose by 24% in the App Store. A few months later, a change in senior leadership at BCBSNE ended the project despite its success, and the apps were eventually pulled from the app stores.