Duos member experience (mvp) 2023

Introduction

The DUOS Member Experience enables Medicare Advantage Beneficiaries, who are DUOS members, to conveniently review their healthcare plan benefits, access local community resources, and explore federal programs that cater to their specific social determinants of health (SDOH) needs, with the assistance of a conversational AI.

project Objectives

• We needed to replace the costly DUOS white-glove customer service model with a cost-effective experience.

  • DUOS was originally a phone-based service that provided a representative to each member, known as a DUO (similar to a healthcare case manager). These DUOs offered weekly check-ins to assist members with various needs, such as transportation to appointments, meal delivery, financial assistance, etc.

  • (View the CRM portal here).

• The MVP Member Experience needed to provide users with a way to quickly look up and save resources and allow DUOS representatives to share additional campaigns or resources with members.

• To optimize our platform (post-MVP), we needed to allow members to report when their "needs" had been addressed, provide a way to view resolved needs and enable them to rate the resources used. This helped us effectively inform our clients about the resolutions of their needs.

Design/Experience Constraints

• Several changes were made to the project objectives.

  • The original idea focused on older adults' caregivers rather than the older adults themselves.

  • Instead of using Open AI and a chat experience, the original plan relied on a traditional search model (database lookup).

• The leadership team wanted a white-label experience easily customized for clients, with a simple visual design of paramount importance.

• The target users were older adults aged 65+, which required us to be mindful of our design choices while keeping accessibility as the top priority.

• Our platform did not offer a native app experience for its members; instead, it provided a responsive web experience.

• During the MVP version, the enrollment team created member accounts verbally over the phone. Self-activation was unavailable and will be implemented separately in the coming months.

• The AI resource-lookup feature was sold to clients before it was built, leaving the team with little time to ideate and test.

• We did not have a copywriter for content throughout the design process.

Process

As part of my design process, I had to incorporate our back-end data architecture that supported our DUOS CRM platform and resource-lookup platform for care manager clients. I created wireframes with a "mobile-first" approach for a caregiver experience and made several iterations based on stakeholder feedback.

When the objective changed from a manual resource-lookup experience to a conversational AI, I looked for design inspiration from Bing, Poe, Grammarly, and Jaspar AI. I also considered future designs that accounted for resource rating and need closure flows, although they were not included in the MVP version of the member experience.

Wireframes showcasing a resource-lookup experience for caregivers (pre-AI):

Wireframes showing an early conversational AI concept

videos of the MVP final design

The following videos show the final design of the MVP version of the product.

Desktop (Development version):

Mobile/responsive (development version):

Designs of optimizations to member experience (Work in progress not released yet)

Please note, the copy used here is placeholder.

Project outcome

Identified pain points/learnings

• Conversational AI struggles with complex requests and needs language improvement.

• The member experience confused some because the conversational AI chat served as the "homepage" instead of a traditional homepage that provides more context. We have updated the home screen to provide actionable recommendations, but we still need to optimize it with more meaningful content.

• Out of all the accounts created, only 27% of users have logged in. This could be because members are activated via phone instead of digitally online.

• Resources presented to users are not always high-quality. Our local community resources do not always have the most up-to-date information. Maintaining our resource database is a difficult task as it requires manual entry of resource information.

• In order to improve the experience of our members, we can explore ways to make it more engaging and rewarding for them to mark specific needs as closed or completed, while still adhering to Medicare guidelines. In the future, we could consider adding incentives or motivational factors for users, which will encourage them to stay on track and help them achieve their healthcare goals.

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