User-journey mapping
Meeting with our VP and Product Owner, we learned what the expectations were and how the customers would find their needs, its fulfillment, and what the end-purchase experience would be.
Enterprise · E-commerce · Optum Store
Optum Store
I led design work on a new e-commerce funnel that supported insurance coverage on parental products, this required new composition ideas not previously seen.
Make coverage shoppable. Keep checkout simple.
Experience at a glance
Creating a dedicated funnel for parents.
The original device composition shows where parents need to go: prioritize their needs, show the product options, then take the complexities of insurance coverage into a seamless purchase.
Case study summary
What Jaynesis Ong did on Optum Store
- Role
- Principal UX Architect collaborating with Product Owner in dedicated Checkout Experience requirements area, further working with Vice President of UX’s service architecture, altogether creating instructions for Truepill development team.
- Problem
- A new e-commerce funnel needed to be developed in partnership with vendor, Synapse, selling ‘Durable Medical Equipment’. The first of this type of product was dedicated to breast pumps.
- Approach
- Information architecture, design system, personas, usability testing, A/B testing, rapid prototyping, design review.
- Result
- Insurance was a prominent feature that needed to be integrated to the product flow, this yielded a few sub-features for user-experience that addressed edge cases. One such edge-case was merging carts and being able to select which coverage presides over the purchase.
Want to talk through the decisions behind this work, or a similar challenge on your team?
DME funnel integration overview
The Vice President of Product & Design secured a partnership with Synapse, bringing in a wide range of Durable Medical Equipment (DME) to Optum Store. As the UX team’s specialist in complex systems, I helped design an intuitive user-flow while maintaining a rigid design system.
Team
4 people, 2 teams: 1 UX architect, 1 product owner, 1 UX director, 1 VP, outsourced development team.
Duration
2 months
Tools
Figma, Photoshop, Illustrator, Jira
Methods
Information architecture, design system, personas, usability testing, A/B testing, rapid prototyping, design review.
The challenge
How can shoppers feel comfortable with insurance-covered products?
This was Optum Store’s first insurance coverage integration in e-commerce, in addition to supporting a sizable vendor. Expanding financing capabilities on top of expanding product offerings was a layered challenge that needed strong interaction model while remaining accessible to customers.
Tasks
- 01Discuss business requirements
- 02Understand user journey
- 03Understand legal requirements
- 04Map user flow
- 05Validate compositions and iterate
- 06Approval before sending to Truepill for development
Solution direction
Partnered with the talented product owner, Mark Tremblay, we were able to translate requirements from VP, Sarah Jellison, we were able to meet on how we could translate previous efforts from the Checkout system and my prior work on the Affordable Insulin initiative to support this funnel. Initial work went in tandem to finalizing negotiations with Synapse. We would meet weekly to showcase and get approval with Synapse stakeholders to ensure their products and user flow were represented well in product, finance, and legal requirements. At the same time, I would meet with my Senior Director, Ingvald Smith-Kielland, and colleague, Vanessa Khan, to ensure my use of the design system and visual assets were up to company standards.
Research on insurance-covered product purchases
Early research was a partnership between our Vice President and Synapse stakeholders to understand where Optum Store sat in conjunction with the Synapse supply. Later efforts involved determining what old designs can be used and what became net-new for the product class.
Design research
Due to the speed in which this feature needed to be integrated, it necessitated revisiting old work and following patterns of adherence to standards. This also allowed development to reuse capabilities in code.
Taking complexity towards simplicity
Leveraging my learnings of managing converging influences from earlier public initiatives, like Affordable Insulin, plus moreso the speed and complexity of work in Caesars Sportsbook, I was able to lead the project comfortably to completion.
OneCheckout dedicated innovations to e-commerce as next steps
After the completion and successful launch of the Durable Medical Equipment funnel for Optum Store, our brand evolved to become what is Optum Now.
My final contribution to the team came in the form of a project that was called OneCheckout. The goal of this project was to innovate on the experience of our Checkout system to go beyond best of class. As of this writing, a number of those planned innovations have already been adopted by the likes of Shopify. Other explorations could not be explored further.
- Ideally: Recommend flags in various parts of the Durable Medical Equipment flow to determine if users are lost
- Closely collaborate with Marketing team to determine NPS feedback of experience
- Complete OneCheckout designs for integration