Pharmacy benefit management
Healthcare
Genoa’s URAC-accredited pharmacies currently rely on the Prodigy/PROScript and Nexus platforms for managing customer workflows. However, these platforms present significant challenges, therefore optum wants to migrate to entirely new platform
Client
United Healthcare
Services
Visual Design
UI & UX Design
Industries
Healthcare
Insurance
Date
March 2024
Context
To streamline healthcare operations by increasing operational efficiency, ensuring the platform is scalable, driving consistency and accessibility in design, and simplifying complex workflows for diverse user groups.
The problem
Currently Genoa URAC platform is facing with high operational cost, limited integration,restricted market outreach, and scaling and adaptability issues.
My role
I was the sole product designer on this project, which meant juggling a bunch of roles—from managing stakeholders to working closely with 3+ frontend developers. One of the biggest challenges was getting stakeholders up to speed with UX, since many of them weren’t familiar with the process or how user experience fits into product development. I had to drive the design work while also guiding and educating the team on the value of UX so we could stay aligned.
Who are the user's
Our primary users are pharmacists who interact with patients either over the phone or in person at the pharmacy. For them, quick access to patient-specific information is critical, as time is often limited. While healthcare providers and pharmacy benefit managers also use the platform, their needs come with fewer time-sensitive constraints.
Optimizing for speed & accuracy
To understand where pharmacists were spending the most time during patient interactions, I conducted observational studies focusing on both in-person visits and phone-based consultations. Given the time-critical nature of their role, even small inefficiencies—like searching for patient details or syncing refills—can add up and affect care delivery.
2-3 min
Searching Patient Profile
3-5 min
Verifying prescriptions
5-8 min
refill request on call
4-6 min
Explaining medication in-person
A day in their shoes
Can you walk me through what you typically do when a patient calls or walks in?
When you look up patient information, what do you usually need first?
Are there any steps in the system that slow you down or feel unnecessary?
How do you usually handle prescription refills or prior authorizations?
What kind of information do you wish was easier to find during patient interactions?
Are there any tools or features you use often that feel buried or hard to reach?
How do you manage urgent requests or time-sensitive situations in the system?
Key Takeaways from pharmacist experience
Where everything lives
Final design
UI were created in Figma using United Healthcare built-in design system features to ensure consistency and scalability. We incorporated ready-to-use Lottie animations to enhance micro-interactions and leveraged accessibility plugins to align with WCAG compliance standards. As we began presenting the designs, we iterated continuously to reflect stakeholder feedback and ensure alignment with business priorities.
Transforming pharmacy operations for better healthcare
The implementation of optimized pharmacy management at Genoa Healthcare has significantly improved operational efficiency and customer experience. By integrating clinical expertise with technology-driven solutions, the organization has achieved:
35%
Increase in operational efficency
40%
Reduction in call resolution time