Identified Pain Points

At the beginning, we aligned on a few key pain points, leveraged from previous research and insight from customers. These were used to guide our approach and frame the problem we wanted to pursue, creating a boundary for our ideas.

Our Process and How We Worked

3-day Design Sprint

We utilized the Google Design Sprint method and hosted a 3-day sprint that included subject matter experts, customers reps, researchers, technical leads and leadership stakeholders.

Just Right Prototypes

We wanted our prototypes to serve as a tool to answer questions, but be open for iteration. Additionally, we focused on getting concepts that were just enough fidelity to keep our conversations moving forward.

Competitive Audit

We looked at many of Anthem’s top competitors as well as up-and-coming platforms that have started to address these needs. Our goal was to determine where Anthem sits and what opportunity we have with our products.

Outcomes & Journey Map

After working through affinity mapping exercises and competitive audits, we outlined critical areas of the experience to target with our concept in order to provide a relevant measurement of health.

How might we…

• better understand behavioral motivation or willingness to participate

• accurately and comprehensively track well-being

• reduce manual input and improve data integration

• create a meaningful and simplified experience

• deliver a solution based on personalized needs across the health spectrum

Relevance

• Connect with existing apps and medical data

• Profile questions to help set a baseline

• Routine interaction and engagement

• Monitor score and ensure it’s relevant

• Set goals and improve

Robust data input + frequency of use = accurate and meaningful

Scenario

After a long day, Emily finishes it out with a trip to the gym. While working out, she receives a notification about her daily activity and an update to her measurement. She remembers that she wanted to add her Nutritionist to her Care Team. She does so and continues about her workout.

Rapid Sketching & Voting

We quickly moved to sketching and exploring ways to create an experience our members would find useful. Due to timing, we opted to move from sketches direct to a higher polish in order to meet our intended audience needs.

Prototype Testing & Surveys

During our initial testing, we had a mixed input of feedback. While the idea of a health score was well received, the level of interaction needed to keep it accurate may prove to be too much of a barrier. Similarly, the level of medical data shared between sources prompted questions around trust and might be a barrier for use as well.

Employees are divided on this concept; half are positive and half are negative. They like the single health measurement aspect but there is concern too much information is required or that it will not be kept secure.

Improvements

After our testing, we identified a few areas of improvement before moving this concept forward.

• Increase privacy and trust of data usage

• Ability to sync with data from Weight Watchers

• Naming considerations - “Score” and “Universal” did not register well

• Nearly all participants wanted suggestions

• Motivation and Goal setting are key to maintaining a healthy lifestyle (New Opportunity Identified)

Conclusion

Synthesis

Overall, the concept is well received. People like the idea of how comprehensive and detailed it is. They feel like bringing together the medical data, nutrition and fitness data from all sources would create an accurate measurement.

Questions we need to dive into more

• Will engagement be high?

• Can we increase trust and confidence in data usage?

• Can this be used by all, across different health spectrums and ages?