My Role
As the Lead User Interface Designer, I was responsible for expanding the existing IngenioRx brand by creating a comprehensive and modular design system. In addition, I oversaw a junior UX designer, guiding her as she worked to create the framework for the new experience.
I worked alongside the Group Creative Director, Associate Creative Director, UX Lead and Junior UX Designer.
The Ask
The Approach
We used Human Centered Design to focus on the end user experience first, resolving key tensions and aiming to maximize the overall business impact.
We start with people, asking ourselves “What do people desire and need?”. We also consider the business and what will deliver the most value. Finally, it’s about technology and do we have the necessary capabilities in order to deliver what we have set out to deliver.
The Research
The path towards creating a more engaging digital experience begins with understanding context. To begin on this path towards creating a more engaging digital experience we conducted a competitive analysis of 4 existing websites. Synthesizing data from our audit served as a lens through which we could derive not only what the website should do, but also how it should feel.
Based on our competitive analysis, we identified 4 key opportunity areas for IngenioRx to gain a competitive edge in the market.
Not only is understanding the landscape vital in new product creation, we also have to truly know the people involved - both from a stakeholder perspective as well as through a user lens.
The user base for IngenioRx is broad, including Plan Sponsors, Brokers, and Members.
Plan sponsors are the contact on an employer’s side, usually HR, who manages the plan, employee enrollment, etc. They want a clear path and extensive member portal capabilities to help improve the lives of their employees.
Brokers are the sales people/link between the health plan and employer, and usually negotiate terms, etc. They need tools to help them understand and sell the right plans to their clients.
Members are the people who use IngenioRx as their Pharmacy Benefits Manager. They want a cohesive member experience and a means of getting questions answered with clear, straight-forward benefit information.
We uncovered 3 key opportunity areas for IngenioRx to engage with the audience in new ways.
Design Thinking Workshop
After identifying these key opportunity areas, we conducted a virtual design thinking workshop with key IngenioRx stakeholders. The goal was to collectively envision a future state. By taking these cross-functional and cross-department stakeholders outside of their everyday environments, workshop sessions disrupt conventional thinking, spur creativity, bring about new perspectives and lead to tangible solutions. After analyzing and synthesizing the information gathered during the workshop, we identified 7 experience concepts to drive the engagement with the IngenioRx user base.
Based on these 3 user groups identified (plan sponsors, brokers, members), we crafted the personas. We used personas throughout the project to provide the team with a shared understanding of users in terms of goals and capabilities, as well as to drive design decisions by taking common user needs and bringing them to the forefront of planning. They help to maintain focus on designing for the users as they actually are, and as they actually behave.
The Future Experience
To support IngenioRx’s broad user base, our vision was to deliver well-structured, intentionally created content, mapped to key moments, mindsets and key user needs through a superior digital experience built with a convincing and motivating brand voice.
The Design
We opted to build the website using a modular design system framework which allowed for components, modules, and code reuse and deployment of build across many platforms. A design system is where those UI templates, rules, components, modules, and elements are housed.
Make customers lives easier: a consistent experience reduces cognitive load
Flexible, scalable and cost-efficient as well as customizable, reusable and consistent
Easy communication between designers and developers
Speed up the product creation process
More organized content: clear boundaries with consistent looking elements
To further streamline the number of different pages that live within a website, we created page templates that are flexible enough to accommodate various content types. The aim is to present similar information structures across the website to reduce inconsistencies. In all of the pages, modules/components are used repeatedly to provide a flexible layout that easily adapts based on the particular information on that page.
Identifying specific design pillars prior to design are critical as they help to keep the design on track and true to requirements. Besides using these design principles to drive aesthetics, feel and the visual direction, we also use them to check and validate design decisions.
Human and Genuine: expanding from the current digital brand expression, the new digital experience should be emotive and engaging to highlight the brand’s value proposition and focus more on human-centered storytelling through copy and visual direction
Bold and flexible: Leveraging IngenioRx’s existing bold typography and photography, each new design element will become part of the IngenioRx design system through flexible templates and modules.