Research and analytics is needed to craft a high-level strategy for the dashboard and helps guide the design process
I started with benchmark research to understand how other home-delivery and retail pharmacies treat their dashboards. Common task that existed on the dashboard of other pharmacies were: - Current orders with their status - The ability to transfer your prescriptions in to their pharmacy - Claims and billing information Next I worked with our research team to conduct a co-design session to understand what members felt about the Optum's app current experience and how they would redesign it. And, after looking at our internal data on what tasks were performed the most on the app and comparing that to my benchmark research, I landed on an overall strategy for the dashboard. The strategy to meet the goals would be: - Bring highly performed tasks, like "place order," upstream onto the dashboard or create clear CTAs on dashboard to complete tasks - Customize the dashboard of members, prioritizing the things that need action or have a status change
As the Lead Designer on this project, two UX Designers, two UI Designers and I worked to bring to life concepts that would meet the strategy and goals outlined
The concepts we created above, all provided primary focus to different aspects of our goals. Concept one focused more on order task completion, concept two on prescriptions and their statuses and concept 3 on launching all available tasks. I worked with our research team again to test these three concepts to determine member preference and discover which version scored better on ease of use based on task completion and clarity. Concept one was the preferred version in user testing, so this version on dashboard was developed. A/B testing showed this new dashboard redesign increased order conversion by 15%. This project was one of the few projects of my career where I had the time and budget to dive deep into a problem space and follow an ideal design process. Although I moved on to a new company before verbatims and other feedback about this new dashboard rolled in to gauge if we'd met all of our goals, this is still one of my favorite projects.
