An InsureTech SaaS startup obsessed with delivering personalized results turns a validated proof of concept for a health insurance plan decision support platform into an automated, fully interactive, user-centric application with human support that enables it to scale not only its business but trust and empathy as well.
Summary
Every year, more than 90 percent of U.S. employees roll over their health plan. MyHealthMath partners with employers, brokers, and carriers to empower individuals to make informed decisions about their health benefits, saving them time and money. Through its platform and live support, it offers an efficient, personalized approach to helping companies choose their health benefits and employees choose between different health plan types based on their health insurance histories.
A startup in the InsureTech space, MyHealthMath previously had relied on telephone-based customer interviews and live support but had developed its own web-based survey platform in response to demand from clients and partners. The system, built internally, had a limited user experience and functionality.
They needed an app that could replace a phone conversation and provide a fast, efficient experience while still maintaining the intimacy of human interaction and protecting users’ privacy.
MyHealthMath initially engaged Praxent to design the app and provide a clickable prototype, style guide, and avatar. However, they had such a phenomenal experience they decided to contract with Praxent to ensure the development of the final product was to the same standard. Finally, they worked with Praxent to update their website to reflect the same modernized look and feel like their new design-led platform. From concept to product, the entire engagement lasted just eight months.
Now as a result of having a fully automated, user-centric, mobile responsive health plan decision wizard, MyHealthMath is able to serve more users, scale its partnerships, and target larger health carriers and other distribution partners. It maintains its personalized approach through a modern, simple UX/UI combined with human support. In addition, its customer success team has not received a single question about how to use the new app, which has freed them to focus on providing more personalized education and support to employees and clients.
The Problem
MyHealthMath was looking to design and develop an online decision support platform that would provide individuals with a personalized guidance about which health plan option is right for them based on their unique histories and circumstances. Given a tight budget and timeline (eight months from concept to planned launch), they needed a partner who understood the industry and could get up to speed quickly.
Having worked extensively in the InsureTech and health benefits spaces, the Praxent team was able to take a complicated system with thousands of data points and make it simple, personal, and user friendly. In addition to providing branding expertise, Praxent was able to expand on the client’s vision of user experience and how employees would share their health information and understand the reports that were delivered to them.
Scaling the Business Model
The proof of concept validated the need for MyHealthMath’s product across employers, albeit through a manual, customer-service-intensive process. An automated, user-friendly experience was needed to enable scale and remain profitable while maintaining their focus on customer support.
User-Centered Design Approach
With health insurance being so complex, MyHealthMath wanted to take a user-centric approach to the design, ensuring it was both informative and simple.
Trusted Delivery Partner
While initially only engaging with Praxent to design the experience, after working with the team MyHealthMath decided to contract with Praxent to ensure the final product was of the same standard.
Modernized Marketing Site
Because the platform had a modern design to match its improved user experience, the client needed a refresh of its marketing site to better reflect the finished product.
How We Helped
Praxent’s mission was to design and develop a product and marketing site that would help MyHealthMath to scale its personalized approach to health plan decision support and improve the customer experience based on a validated MVP. The end result was an automated, self-service, decision-support platform for employers and employees that offered a dramatically improved UI/UX but still enabled the company to maintain its personal touch.
The approach included:
Branding
- UI Design
- Digital Style Guide
- Branding concepts
UX Strategy
- Branding workshop
- Competitive analysis
- Subject matter expert Q&A
- Lean user testing
- UX design (mobile responsive)
- Wireframes
ClickModel®
- Development ready, interactive prototype
Website design
- Homepage design
AgileDev
- Developed the mobile responsive web app
Project Management
- Roadmap planning, backlog grooming, and weekly meetings to touch base on scope, budget and timeline
- Provided high-level overview of the project by major milestones and feature interdependence in order to keep senior stakeholders in the loop
Results
The Praxent team’s work kept to the client’s tight launch timeline while coming in significantly under budget with overwhelmingly positive reviews of the initial product.
MyHealthMath has seen a dramatic increase in application usage (now 95% up from 85% the previous year), and in both participation and pull-through rates. Sales have also increased. Across the board, from prospective clients to current distribution partners, people who went through demos or used MyHealthMath’s previous platform absolutely love the new platform.
Since launching the new platform, MyHealthMath’s customer success team has not registered a single support call from a user about how to use the application.
HIPAA Compliant Health Questionnaire (Decision Doc) to securely gather information from the employee on their current circumstances, medical history, and previous insurance usage
Decision Engine Integration connects the new frontend experience to MyHealthMath’s backend decisioning engine
PDF Health Reports enables customers to get a PDF copy of their results, analysis, and recommendation upon finishing the questionnaire
New Marketing Website to promote MyHealthMath’s product to benefits administration companies