Client

Blue Shield of California

My role

Product Ideation
UI Design Lead
UX Design

Summary

I helped the Mad*Pow team reimagine a native mobile app and partner site concept for Blue Shield of California members.

CLIENT CHALLENGE

Blue Shield of California observed lower engagement among Cal MediConnect Plan members, in contrast to their commercial insurance plan counterparts, regarding the usage of wellness tools and programs.

They sought a revamped approach to Wellvolution, their digital health and well-being program, aimed at boosting engagement for all members. As part of the Mad*Pow team, I helped propose concepts for a redesigned mobile app and partner site focused on personalized content and meaningful connections with healthcare professionals.

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Project goals

  1. Establish a seamless communication network between members and important health-and-wellness partners.
  2. Streamline efforts, costs, and time needed for members to address health concerns.
  3. Empower members to make informed, purposeful decisions regarding their healthcare and wellness.
  4. Align health behaviors with members' lifestyles and valued activities to ensure long-term success.
  5. Identify strategies to reduce financial and physical obstacles impacting members' pursuit of health and wellness.
  6. Enhance awareness of Blue Shield's no or low-cost health and fitness programs available to members.
  7. Embrace an aspirational approach; feel free to think creatively while considering technical limitations.
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Approach

Leading up to the redesign, Mad*Pow conducted research with Cal MediConnect Plan members and Blue Shield stakeholders, using both qualitative and quantitative methods. I joined the project towards the conclusion of the research sessions as data synthesis was about to begin.

Primary focus area

Who plays a significant role in your health and wellness journey?

What kind of support would you prefer when it comes to making decisions about your health and healthcare?

In what ways does your physical environment and social community impact your ability to manage your health?

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Findings

Common user needs uncovered in interviews

  1. "Personalization is essential; I need a program that understands me and offers me only what I need."
  2. "Programs that put the effort burden on me rather than helping make my task easy will burn me out."
  3.  "Wellness programs should fit my lifestyle, not the other way around."
  4. "There’s a blurred line between wellness and healthcare; it’s all part of my well-being."
  5. "I expect that my providers will care about my wellness, not just my sickness or condition."
  6. "Real-world connections and timely communication with the right providers and my support team is important."
  7. "I am sensitive to the financial aspect of wellness programs."

Prototyping and design

We brainstormed several solutions to address users' pain points and shared them with Blue Shield. After selecting a direction, we quickly transitioned to low-fidelity, clickable prototypes using InVision.

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Defining the MVP

The prototypes facilitated productive stakeholder discussions and offered valuable usability insights. With each iteration, we increased fidelity, honing in on essential product features and shaping the definition of what the MVP should encompass and what could be revisited as future enhancements.

The fundamental "pillars of health" served as the guiding principle for the redesigned app, emphasizing the importance of organizing content into five primary sections. Our aim was to create an optimal user experience by establishing a wellness hub with interconnected sections that integrate personalized digital, social, and expert health components.

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Everyday Choices

Shared decision-making extends to daily opportunities for individuals to enhance their health and well-being. This tool empowers patients by providing information that encourages gradual health improvements, enabling them to engage team members for accountability and support.

Solves for
  • Difficulty finding trustworthy information.
  • Desire to include members for support on their terms.
  • Need for personalized solutions—not a cookie cutter approach.

My Core Support Team

The core team comprises representatives from the health system, including case managers and health advocates, as well as individuals from members' personal circles, such as spouses and children. By adding these individuals to their Wellvolution team, members can enhance accountability and share relevant information with those who require it.

Solves for
  • Improving communication with health professionals from members' health plans and involving their families and loved ones.
  • Providing members with the flexibility to choose who to involve and the extent of their involvement.
  • Offering support for caregiving, particularly in cases where the patient may have some independence, but caregivers seek increased visibility and involvement.
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Wellvolution Community

The Wellvolution Community enables members to connect virtually, facilitating the exchange of health-related information, peer guidance on recommended activities, and updates about in-person gatherings at Blue Shield Community Resource Centers.

Solves for
  • Lack of awareness about available resources.
  • A preference for making choices, both for oneself and family.
  • Seeking a personalized blend of activities.
  • Valuing the trustworthiness of information and the shared experiences of fellow members.

Care Compass

The Care Compass tool empowers members to optimize their provider appointments for efficiency. Patients can craft personalized plans to serve as discussion aids, enabling them to succinctly gather information and formulate relevant questions about their treatment and care.

Solves for
  • Challenges in locating reliable information.
  • The significance of provider recommendations.
  • Providing medical professionals with compelling reasons to endorse Wellvolution to their patients.
  • Cultivating a sense of connection between members and caregivers.
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Nutrition Network

The Nutrition Network links members to essential resources for meal preparation, whether they are interested in developing cooking skills or accessing recipes and ingredients. Through the integration of digital, social, and expert elements, this program provides an educational experience that is not only engaging but also deeply fulfilling.

Solves for
  • Lack of awareness or limited access to needed nutritional resources.
  • Desire for a customized blend of activities, allowing members to tailor experiences to their preferences.
  • Reducing loneliness through a range of group activities, both in-person and virtual.
  • Opportunities to incorporate cultural food preferences in diverse and creative ways

Learnings

People are people

Individuals covered by Medicaid or Medi-Cal plans share the same fundamental needs and desires with those enrolled in commercial plans. Delivering an exceptional digital healthcare experience to people across various health plan types demands a comprehensive understanding of their unique circumstances and tailoring the appropriate content to meet their specific needs.

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