Uber Health
Employee benefits are now seen as important differentiators for employment, retention and high work performance. Employee Assistance Plans (EAPs) are gaining traction and are meant to be preventative and add value compared to Employee Benefit Plans (EBPs), but are extremely underutilized. My team, HealthExpress, redesigned the EAP service experience for young professionals offered by Uber Health with the goals of increasing EAP activation and utilization.
Timeline
January - April 2024
Tools
Figma, FigJam, Canva, Zoom
Role
Secondary research, co-creation workshop facilitation, usability testing, user journey mapping
Client Challenges
1) Activiation Rate
35% (target of 50%)
2) Utilization Rate
3% (target of 15%)
3) Likelihood to Recommend
2/10 (target of 6/10)
Employee assistance plans often have low enrollment, low utilization, low satisfaction, and low activation, which can lead to wasted costs and missed opportunities for employees.
Current pain points include fragmentation of platforms and disconnected user experience. There is low awareness of such services and low satisfaction scores have been documented.
How might we create an Employee Assistance Plan that is differentiated and leverages our unique assets and infrastructure?
Co-Creation Workshop Summary
Secondary Research Findings
What we did
To figure out themes to ask service users during the in-class co-creation workshop, my team conducted background research into the benefits, challenges, and pivotal points within the user experience with various EAPs.
Outcomes of doing background research
Based on background research, we wanted to consider the following:
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Having quick and easy access to EAPs in a centralized platform
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Fast, reliable response times and high quality customer service
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End-to-end well-being
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Maintaining confidentiality
How does Uber Health compete with others who offer a wide range of services?
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Uber Health has an advantage of providing rides, so it covers the visits to healthcare practitioners.
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Another advantage could be quick response due to more drivers in a particular location.
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Privacy and security of data must be maintained.
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This includes establishing the credibility of Uber Health drivers (especially when they are strangers in times of medical vulnerability).
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Storyboard Activity Steps and Prompt
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A young man has arthritis and is unable to walk without pain.
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His mom calls the hospital and tries to book a physiotherapy appointment.
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The hospital sends the physiotherapist via an Uber ride to the man's house.
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The man wants his medications delivered to his house so he calls the pharmacy. The pharmacy sends it over via Uber.
Storyboard prompt: What do you think of this journey?
Storyboard Activity Key Findings
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Data management, matching and batching, and seamless payment are important factors to take into consideration for the redesign.
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We must think about the expansion of Uber Health beyond mobility, the transparency, the timeline, time tracking, and location data.
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Users should be able to see which Uber Health providers nearby provide the most coverage.
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Users can choose Uber Health driver based on personalized matching and viewing real time data (e.g., commute time and commute path).
Whiteboard Activity Prompts
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If you think about people with disabilities commuting to their healthcare service provider, how do you think having an EAP can help support them?
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What kind of services would you use to get needed healthcare based on the severity of your medical condition? List the service you would choose based on the level of severity (not severe at all, a little bit severe, very severe) and explain why you chose those services.
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What are the EAP benefits you use most frequently? What are the benefits you feel like you would like?
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What are the EAP benefits you use the least? Are there any reasons stopping you from using them?
Touchpoint Map
This map lays out all of the interaction points (touchpoints) an Uber Health customer has with the EAP service from start to finish. This creates a holistic view of the customer journey, revealing areas that might be overlooked otherwise. By understanding all of the touchpoints, we can design a service that meets the needs and expectations of customers at every step of their journey.
Ideation
To address the 3 pivotal moments with our redesign, we prioritized the following:
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Visualize coverage distribution and clarify covered clinics to simplify the initial research of exploring EAP information.
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Personalize the booking process with more informative details related to the service.
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Implement an auto-claim process to streamline the claiming process and reduce user frustration.
User Journey Map
By visualizing the user journey, we can easily pinpoint where users might encounter difficulties or frustrations. This reveals opportunities to improve the service and make it more user-friendly. We have chosen 3 pivotal moments to address in our redesign. As pivotal moments represent crucial shifts in the user experience, they highlight stages where users make decisions, encounter challenges, or experience key emotions. By capturing these moments, we can identify areas where the service design can have the biggest impact on user satisfaction or success.
Storyboard
Storyboards visually depict the user interacting with the service at different touchpoints. This allows stakeholders and users to see the service experience come to life. Storyboards inherently follows a narrative structure, allowing us to showcase the user's journey through the Uber Health service in a clear sequential manner.
Mid-Fidelity Prototype (Iteration #1)
We designed a mid-fidelity prototype of Uber Health's EAP services to address both the user needs and business objectives.
High-Fidelity Prototype (Iteration #2)
Based on usability testing feedback, my team created a finalized high-fidelity prototype as presented below.
Get timely reminder notifications on the day of your service. You even have the option to chat with the care coordinator.
Rate your provider to provide feedback on the service. Uber Health takes your feedback seriously.
Submit an auto-claim to make the claiming process less cumbersome.
Video Prototype
A video can evoke emotions and build empathy with viewers. This can be helpful in service design where we're aiming to create a positive customer experience throughout the service journey. Creating a video of us roleplaying to experience the service we designed allows us to showcase the flow of the app and user interactions in a more dynamic way. This video depicts all of the touchpoints a user may interact with while connecting with a healthcare professional via Uber Health.
Lessons Learned
Business Acumen
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Having business acumen is crucial for delivering a successful design that is not just user-centric, but also strategically sound and beneficial for the organization.
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Leveraging business acumen equipped me as a designer to prioritize features and functionalities based on their potential return on investment (ROI) or contribution to the organization's goals.
Value of UX Research
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Accessing EAPs is a deeply personal experience and Uber Health customers have unique needs and expectations.
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User research allowed me to step into their shoes and understand their physical, emotional, and social needs throughout their healthcare journey. This uncovered hidden pain points in the current system and opportunities to design a service that is more supportive and empathetic.
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