Change Healthcare


Engage with consumers at the best time for their health events




Client: Change Healthcare
Role: UX Researcher
Year: 2018

Consumer brands do a great job resonating with their customers, but big healthcare systems, not so much. No part of the patient journey is frictionless and anyone who has been a patient knows this first-hand. Change Healthcare is one of the biggest healthcare companies you’ve never heard of. Like VISA or MasterCard, they own the digital backend for 20% of all healthcare transactions in the US. In 2018, they partnered with Adobe and Microsoft to improve the consumer experience to give health systems a competitive advantage by delivering tailored, actionable notifications and feedback systems around heatlh events.

Our team travelled across the country to capture dozens of real patient interviews across the spectrum of income level, gender, health event, and insurance type. We also met with hospitals to better understand their current practices with patient communication. We created 3 deep user personas covering: cronic conditions, emergency hospitalization, and generic visits. Our team mapped the patient journey using thousands of of qualitative data points from field research. The final journey maps spanned entire office hallways, revealing potential opportunities to engage with patients when they need it most.

Leveraging Change's Intelligent Healthcare Network, Adobe and Microsoft Azure, we created a backend platform that can securely aggregate and activate various types of consumer information from several sources: electronic health records, registration systems, scheduling software, and billing applications. Our UX team designed and tested MVP email templates and SMS messages based on the 3 personas. Our challenge was to make sure deliverables would follow exsiting healthcare privacy laws, conform to accessiblity standards, and reduce cognitive load.

Case study and project files ︎
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Outcomes



3 pilot programs


Established across the US

>80% positive response


Level of feedback for MVP messaging sent via email and SMS

4 months of research


From research kick off to pilot programs established