Adoption Success

A large healthcare company recognized a significant challenge: seniors, one of the fastest-growing demographics of mobile users, were underserved by their existing digital offerings. The company’s mobile site was not optimized for small screens, nor did it meet the unique needs of older users. Seniors often struggled with deep navigation structures, unfamiliar icons, and designs that prioritized aesthetics over usability. The client saw an opportunity to create a mobile experience that was intuitive, accessible, and aligned with their mission of improving healthcare engagement.

This project was particularly ambitious, aiming to not only address usability issues but also exceed expectations by increasing mobile enrollment—a task traditionally viewed as less likely for this demographic.

The Challenge
Seniors present unique usability challenges, including difficulty navigating complex menu structures, limited familiarity with digital conventions, and accessibility requirements for vision and motor impairments. The existing mobile site failed to provide a streamlined experience, leaving users feeling lost and disengaged. Optum needed a solution that simplified navigation, ensured compliance with accessibility standards, and empowered seniors to manage their healthcare effectively, even on a small screen.

Adding to the complexity, the project also needed to incorporate branding elements that bridged the gap between the company’s printed materials and the digital experience. For many seniors, familiarity with printed brochures and forms would serve as a starting point for navigating the new mobile experience.

The Approach
The project began with an intensive user-centered design process. Early guerrilla testing helped identify major pain points and user preferences, which informed iterative redesigns. The design team conducted two days of lab testing with real users to validate these concepts further. These tests revealed critical insights, such as the need for a flat information architecture with no more than two levels of navigation. Additional elements like a clearly labeled “Back” button and a prominent “Home” button were introduced to help seniors reorient themselves within the site.

The design process also emphasized the importance of continuity between digital and print. Recognizing that many seniors relied heavily on printed materials, the team incorporated color coding and design elements from these materials into the app. This created a sense of familiarity and trust, making the transition to a digital experience more seamless.

Accessibility was a cornerstone of the project. The design adhered strictly to WCAG Level AA standards, ensuring inclusivity for users with vision impairments or limited dexterity. The team implemented larger typography, high-contrast color schemes, and generous touch targets to make the interface accessible and easy to navigate. Close collaboration with the development team ensured that these standards were fully integrated into the final product, providing an experience that was both compliant and user-friendly.

The Outcome
The new mobile site launched with immediate and measurable success. Mobile traffic surged as users were redirected to the new experience, and the product exceeded expectations by driving a surprising number of new memberships via mobile. This unexpected adoption highlighted the success of the user-centered design process, which prioritized clarity and accessibility over flashy aesthetics.

For seniors, the new site offered a practical and empowering tool for managing their healthcare, filling a critical gap in the market. The design bridged the gap between print and digital, creating an intuitive experience that made users feel confident and supported.

For the client, the project delivered business results that went beyond initial expectations. Increased engagement and mobile enrollment demonstrated the value of tailoring design to meet the specific needs of an underserved demographic. The success of this project reinforced the importance of user research and accessibility in creating digital solutions that drive real-world outcomes.

Lessons Learned
This project underscored the value of prioritizing user needs over creative ambition. Initial design concepts leaned toward sleek, cutting-edge aesthetics, but iterative testing revealed that simplicity, familiarity, and accessibility were the keys to success for this demographic. By focusing on meeting seniors where they were, the team created a product that delivered value to both users and the business.

The success of this mobile healthcare platform serves as a powerful example of how thoughtful, user-centered design can transform digital experiences, engage underserved markets, and drive measurable business outcomes.