Optum

A B2B experience supporting lead generation

As part of a large-scale integration effort, I led a cross-functional team to transform the Optum healthcare B2B web experience. Our data-driven and user-centric prototype not only supported the B2B lead generation pipeline, but gave a boost to the enhancement of the B2C experience, as well.

Problem:

As the result of an acquisition, Optum needed to integrate several Healthcare B2B experiences at varying levels of maturity, to reduce administrative costs and create an effective, seamless customer experience. Targeting lead generation as our key metric and relying on both quantitative and qualitative data, I led a cross-functional team to reimagine the B2B customer experience from the ground up.

Identify future state vision

We conducted a number of workshops with key stakeholders, using frameworks like vision brainstorming, problem statement templates, a MoSCoW prioritization matrix, and high-level journey mapping. From this, we identified our North Star goals for the new B2B web experience:

Robust, mature personalization
Best-in-class mobile experience, usability, and accessibility
Users are able to quickly and easily find and understand content

Two user flows showing key conversion points and microconversions

User Flows & Page Templates

With our direction established from stakeholder workshops and validated archetypes for users at each stage of the buying journey, we crafted Jobs-To-Be-Done user flows driving toward primary conversion points like submitting a sales contact form.

Drawing on insights from prior optimization tracks, we also included microconversions at key points in the journey, to increase user investment.

Mockups for a healthcare B2B product detail page and a megamenu

Usability Testing & B2C Alignment

To interrogate our approach, we tested a prototype of key pages and navigation with B2B healthcare users. Discoveries included:

Users were more likely to engage with video content than any other modality
Megamenus with personalized content are less intimidating to users
Anchor links to critical content provide efficient navigation

Finally, we conducted workshops with the B2C team to align use of components, sharing insights for a smooth development process.

Desktop and mobile mockups of a megamenu and Optum for Business homepage

Results

Our research, exploration, and data analysis transformed not just the B2B experience but the B2C experience as well, which launched enhancements like the megamenu the following quarter.

This provided an exceptional testing ground for the team to continue refining their approach as the B2B experience was being developed.