Optum Store

Optum’s first consumer facing e-commerce site …

The Optum Retail team envisioned a first of its kind end-to-end, one-stop-shop that will make healthcare more affordable and simpler for millions of Americans — regardless of their insurance coverage — in the form of the Optum Store. This store provides access to previously locked services, discounts, providers, relationships, and products to give Americans with unprecedented savings and simplicity. Optum engaged with AKQA to bring the consumer experience vision for the Optum Store to life visually across two time horizons – the initial launch (V1) and the “North Star” final vision – as a tool to gain momentum and alignment with leaders and partners.

My role: I was the lead UX Designer on this project. My responsibilities are listed below within the experience definition phase. This phase lasted 2-3 weeks and had a really quick turnaround for V1. It began with IA definition and ended with design QA.

• Kick off and Discovery: Formal kickoff on research to date, key experience definition elements, technical considerations (for v1) and requirements​

• Experience Definition:

  • User type or group definition - defined jobs-to-be-done for each user group

  • High level Information Architecture (IA) and page zone templates for key screens

  • Strategic definition of experience evolution against time horizons

  • Scalability of navigation across both time horizons

  • Weekly AKQA/Optum team check-in(s)

  • Refinement of outputs

  • User journey development, and alignment on “Happy Path” and key moments

  • Wireframes of key moments across both time horizons

  • Omni-channel consumer ecosystem approach definition

  • Delivery of low-fidelity wireframes

• Visualization: Creative visualization of defined screens

  • Finalization of key screens for delivery