TLDR: WATCH THE VIDEO (click above)
When it comes to UX, the devil is in the details. This is especially true in healthcare, as I was reminded recently when my dad transitioned from Aetna to United Healthcare. So today we’re putting healthcare UX on the examination table (spoiler: the patient is in critical condition).
The Macro Observation: Look Forward, Not Backward
It didn’t start well. UHC’s homepage is like a rearview mirror: the focus is on past claims and spending. This is interesting data—but not necessarily for new users like my dad. Imagine instead a proactive homepage spotlighting actionable items like coverages, nearby providers, or prescription details. This shift from a backward to a forward-looking approach could change the game for users—but the current version is more likely to confuse and repel. Careful, objects in the rearview mirror are closer than they appear.
Micro UX Observations
‘View My Rewards’ dilemma: This section hits a login wall without initial reward explanations. Why not first tease the benefits? See our 3B Framework for behavior change to dive into barriers and benefits tradeoffs.
Provider search defaults: The default 20-mile radius for provider searches is overkill. Bringing it down to a more practical 5-mile radius could align better with user behavior. Data from the AI ad targeting platform Dstillery showed that the people who most consistently hit the gym live, on average, 3.7 miles away from it, while occasional gym-goers live 5.1 miles away. Just 1.4 miles can profoundly affect our motivation and habits.
Seamless prescription transitions: The current lack of continuity in prescription management when switching providers feels… kinda immoral. His meds that had been set up for home delivery in Aetna are now defaulted to classic pharmacy refills. To re-set up UHC home delivery, I’d need to really work for it. About 50% of patients don’t take their medications as prescribed. This lapse in adherence leads to increased morbidity, death, and incurs costs of approximately $100 billion per year. Seems like a good time to switch to Amazon Prime refills, huh?
Big Picture: Health Over Hassle
The healthcare sector, including UHC, needs to pivot towards reducing user barriers while highlighting benefits like free video visits or mental health services. Remember, small changes in design can lead to big behavioral shifts.
3 Insights from this teardown:
💡Proactive (vs. reactive) UX focused on what users are likely to do next can enhance user engagement and satisfaction
💡Thoughtful defaults can guide users towards beneficial behaviors
💡Highlighting visible perks and benefits upfront can increase user trust and adherence (watch my LiveHealth teardown to learn more about this)
Wrapping up, as United Healthcare shows, small tweaks in UX can have profound impacts on user behavior. It's not just about flashy features; it's about understanding and designing for the subtleties of how we frequently irrational humans actually behave. Especially when it comes to healthcare, these are real stakes. Just ask my dad.
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Questions about your product? Email kristen@irrationallabs.com.
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