Zipdrug by Anthem Inc. - Redesigning the SaaS Experience for the Internal teams

Zipdrug software is used for Medical Adherent and Telecommunication.

The current software experience is difficult for their internal (Zipdrug representatives) and external (Pharmacist) users to engage with. As a result, Zipdrug is seeing a loss in engagement, lack in retention, and critical data errors from its users. 

Role: Founding product designer
COmpany: Zipdrug by Anthem Inc.
Duration: Jun 2020 - Nov 2020

Phase 1: Discovery

Problem Statement

As a Zipdrug Representative, I want to multitask so that I can call more patients in one day.

Background

Zipdrug representatives are tasked with a daily list for outgoing calls. Zipdrug reps are encouraged to make as many calls as possible in a day. They are looking for a solution to help them work faster without sacrificing the capability to see critical patient information.

Conducting User Interview

A deeper understanding of the user

Interview Methodology

  • Methodology: 30-45 minutes video interviews with Zipdrug representatives who have used the software for more than 3 months

  • Ranges from Lead, mid-level, and junior representatives

  • 5 total interview

Goal

user needs, pain points, day-to-day and blind spots to the software

Reps need the ability to move quickly from one patient to the next

Their workaround is opening 2 windows one to see the patient information and another is multiple tabs for their upcoming calls

Multiple tabs cause confusion and potential breach of HIPAA

Multiple windows opened causes lag to the software

Reps are looking for multitasking capabilities

In the current software, Zipdrug reps are limited with to seeing one patient per screen. As a workaround, representatives are opening multiple tabs for their next call

Key Findings

Patterns & Behaviors

Feature Focus

Users had different mental model performing specific tasks

Solution: Customization to meet their unique needs when performing a task would be allowed in later release

Allow customizable interface

Users find toggling back and forth between pages in the software made their task more difficult and increase the chance of mistakes

Solution: Simplifying interface from the current that force user to a new screen for every interaction to one screen with half screen interactions

Workflow friendly interface

measurement of daily users and continuous use

Software retention

For measuring the internal team (Zipdrug’s rep) capability to utilize the software efficiently

Time per patient

Phase 2: Define and Ideate

Participant: Product Team, Product Manager, Product Lead

Ideation Workshop

Users can access patient information on the same screen as the daily task list

Workflow Concept

Concept Key Features

  • The call center is added to the header bar and doesn’t interact with the workspace 

  • Expanded / Collapsed screens are split for multitasking 

  • List-display medical information and are able to be used to mark off adherent

Phase 3: Testing

Conducting User Interview

Hypothesis

  • Reps want to see the task list and patient bio clearly 

  • Reps are not going to interact with Call Center during their workflow 

What are we looking to learn

  • What do reps want to see in their workflow?

  • Are our design assumptions “Reps are not going to interact with Call Center during their workflow” aligned with their preferences? 

  • How do Reps feel about the half-screen workflow?

  • Are there any missing actions they wished they had?

Testing Round 1 - Initial Concept

Co-designing session with participants

Testing Round 1 - Findings

Hypothesis

  • Reps want to see the task list and patient bio clearly 

  • Reps are not going to interact with Call Center during their workflow 

What are we looking to learn

  • What do reps want to see in their workflow?

  • Are our design assumptions “Reps are not going to interact with Call Center during their workflow” aligned with their preferences? 

  • How do Reps feel about the half-screen workflow?

  • Are there any missing actions they wished they had?

Testing Round 2 - On hover feature

Testing UI and Necessary Information

Testing Round 2 - Findings

Hypothesis

Reps would need features such as patient upcoming and overdue fill, Call Center - “call” and “leave a voicemail”, and “see full bio” CTA

What are we looking to learn

  • How much information do reps need on hover cards? 

  • What Call Center action do Reps need?

Testing 3 - In workspace Call Center

Testing UI and Necessary Information

Testing Round 3 - Findings

Hypothesis

  • Reps would like to see past conversation notes because patients aren’t going to speak to the same Rep every time 

  • More actions from Call Center are needed

  • Expanded, closed, and collapsed views are useful for Reps


What are we looking to learn

  • Do Reps need to see past conversation notes?

  • First pass at button color exploration for Call Center - do these colors make sense to user?

  • Should Call Center have capabilities to close? Should it collapsed? 

  • Are placement of Call Center useful?

Phase 4: Iterate

Refining Call Center

Defining Call Center Task Flow

Using task flow to break down the steps of this feature

Version 2 Visual Design

Call Center - Flow

Refining Split screen Concept

Identifying User Stories

Flow and Annotations

Read Part 1:

UX Audit & Reimagining CX Experience