DUOS CRM System

 
 

Introduction

DUOS CRM, also known as the DUOS App, was a member relationship management platform used internally by DUOS (approx 100 users). The platform allowed the case managers, known as Duos, to interact and manage relationships with our members efficiently. The members have qualified for DUOS through their Medicare Advantage plan. Our clients consist of Medicare Insurance Providers such as United Healthcare and Humana and healthcare platforms like Magellan Healthcare.

Once members were enrolled with DUOS through our enrollment specialist team and completed an over-the-phone consultation, they were paired with a Duo who called them once a week to help with their social determinants of health (SDOH) needs, also known as their "To-do list". These needs could vary from arranging transportation for doctor appointments, receiving meal deliveries after hospitalization, to finding affordable housing and obtaining durable medical equipment.

project Objectives

  • We needed to create a comprehensive member management system that could replace Kustomer. The CRM platform needed to be replaced due to its cost, limited customization abilities, complicated interface design, and sunsetting of its HIPAA compliance practices.

  • Some of the features that were needed were:

  • The ability to locate members and see their engagement status

  • The ability to call members or caregivers and hear call recordings

  • The ability to see a member’s responses to their enrollment consultation and subsequent recommendations

  • The ability to mark recommendations as complete

  • The ability to take notes

  • The ability to manage and update member information

  • The ability to look up and share resources with a member (originally, resource requests were submitted to a research team)

Home screen concept that displays a Duo’s member list and upcoming calls.

Screenshot of final member profile design where Duos could update and manage a member’s demographic and contact information.

Process

  • During my research, I conducted 12 in-depth interviews with Duos to understand their experience with Kustomer, their current CRM. Based on their feedback, I noticed the following points:

    • Many Duos found it challenging to navigate through the timeline-like layout of Kustomer to locate previous conversations with customers and identify what needs they are working on.

    • Some Duos preferred taking call notes outside of Kustomer using Word as they found recording notes within the application inconvenient.

    • Duos struggled to determine a customer's engagement status in Kustomer, which caused frustration. They often had to go through their timelines to assess whether their member was unengaged, which took up valuable time.

    • On the positive side, Duos found Kustomer's telephone system easy to use.

    • Duos disliked covering for other Duos or switching members because they found it challenging to become up-to-date on a member’s case.

    • Overall, Duos wanted to spend less admin time and more time speaking to their members. They felt that a lot of their time was wasted by manual input.

Screenshot of Kustomer, it’s development enviornment.

Raw notes from Duo P4.

Next, I took the Duo interview findings and laid out a rough navigation diagram for a new CRM system

Then I created wireframes and several iterations of the design

I collected additional feedback through user-testing and surveys with Duos.

User-testing the resource look-up tool with Duos.

Screenshot of survey responses

Screenshot of survey responses

I took the learnings from user-testing, interviews and stakeholder reviews to create the final designs.

Final Designs & Video

Duos can review their member’s needs, conversation topics, demographic information, and enrollment details in a member's profile.

Duos can view all needs/recommendations for a member.

The design showcases phone call functionality, including dialing, muting, and hanging up.

The design demonstrates a need page for “Food Assistance.” Duos can view notes or comments, submit service requests, and mark items as complete.

The design demonstrates a member’s call history page. A Duo can listen to call recordings that have taken place with a member.

Duos can use the resource look-up feature to find information on their members' health benefits, eligible government programs, and local community resources within their ZIP code. They can then share these resources with members through email.

Project outcome

  • 87 Duos could comfortably service over 1,900+ members from various client partners (Humana, Magellan, UHC, etc).

  • 90% of Duos said the app made their workflow easier than KCRM/Kustomer.

  • For one client (UHC) we met 90% of their customers’ SDOH needs and had a care gap closure rate of 80%.

  • Duos and the research team were able to complete over 800+ service requests for members.