This section of the agenda will feature leaders in innovation, customer experience, and design within the health insurance space. Each panelist will present the current state of experience at their organization, what successes they have seen, what situations they have learned from, and what their challenges and obstacles are, and where they would like to see things head in the future. Then Amy Cueva will guide the group in a discussion around strategy, measurement, culture change, and other important topics relevant to delivering phenomenal experiences.

1. HXRefactored
UHC Innovation Center of Excellence
Vidya Raman-Tangella
April 5, 2016

2. HCD Studio • Innovation Center for Excellence
The Innovation CoE’s HCD Studio
uses Human Centered Design
methods to rethink how we deliver
products and services to market.

3. HCD Studio • Innovation Center for Excellence
We deeply understand people's articulated
and unarticulated needs to inform the
creation of meaningful solutions.
We employ a rigorous approach to
improve the quality, consistency and
reliability of innovation at
UnitedHealthcare.

4. HCD Studio • Innovation Center for Excellence
For UnitedHealthcare, often that means
focusing on complex, systemic kinds of
problems or serving hard to reach
populations.

5. HCD Studio • Innovation Center for Excellence
We’ve been experimenting with how
we can address social determinants
of health.

6. HCD Studio • Innovation Center for Excellence
50/50 Roles
Social, economic and physical factors
are equally important as traditional clinical and health
behaviors in determining health outcomes.
Lack of basic needs lead to poor health

7. HCD Studio • Innovation Center for Excellence
We’ve been digging deep into how
to address the health impact of
social determinants.
But many individuals with the
most need don’t ask for help.
Our friends are complex and vulnerable. We
have to do outreach to people where they are
and who they are. Everyone can’t fit the
rules…Nobody is going to push the system
for them because they’re homeless. They feel
terrible about themselves and they’re not
going to tell a doctor they’re wrong.
Ingrid, social worker in Nashville

8. HCD Studio • Innovation Center for Excellence
Our research in Detroit, Phoenix and
Nashville helped us understand how to
approach people who were not getting the
holistic services they needed to get out of
the cycle of poverty.
Here is some of our learning.

9. HCD Studio • Innovation Center for Excellence
Piggyback on anchor servInnovation Center for Excellences
People come here for the meals but we also have
a case worker they can meet with. Every
Wednesdays we take people to the dentist. People
know it’s a regular thing.
— Brother Jerry from the Soup Kitchen

10. HCD Studio • Innovation Center for Excellence
Show we know their local area to gain trust
A lot of folks do provide help but they don’t want to advertise it.
Churches will provide glasses. Equipment stores will donate or
rent. If you don’t know the area, you have no way of knowing
about these hidden resources – how would you know that you can
ask the Rotary Club to build ramps? —
Maribeth, Greater City Council on Aging

11. HCD Studio • Innovation Center for Excellence
Put them on equal ground
A man came in and asked what an apricot was. I was
able to give him a taste and then he asked about
what he could and couldn’t eat with diabetes.
It’s comfortable here and people ask other questions
a lot, like “do you have free food?” I send them to
CDC to find out where they can go for food.
— Liz, Peaches and Greens

12. HCD Studio • Innovation Center for Excellence
Our approach is to create a system of pathways
Screening + referrals at
multiple locations in places
people already go in their
neighborhood (church,
homeless shelter, food pantry,
day care center, soup kitchen,
FQHC) to offer different paths
into the servInnovation Center
for Excellence.
This approach can meet
everyone in a community and
catch people who are
otherwise left out.
Providing people a bridge to
servInnovation Center for
Excellences in different locations
in a community (e.g. pop-up
booth, mobile unit, embedded
resource navigator)
Offering multiple
servInnovation Center
for Excellences across
different locations

13. HCD Studio • Innovation Center for Excellence
Make it feel local and approachable

14. HCD Studio • Innovation Center for Excellence
How can we support the integration of
physical health and behavioral health
so that we can treat the whole person?

15. HCD Studio • Innovation Center for Excellence

16. HCD Studio • Innovation Center for Excellence
Personas for inspiration

17. HCD Studio • Innovation Center for Excellence
Getting multiple perspectives

18. HCD Studio • Innovation Center for Excellence
Barriers to getting the right care

19. HCD Studio • Innovation Center for Excellence
A solution to bring the pieces together

20. HCD Studio • Innovation Center for Excellence
Approachable and supportive

21. HCD Studio • Innovation Center for Excellence
African American/Black women
are dying at rates greater than any other
group of women in this country.
We designed a service that seeks to
proactively impact AA/Black women’s
understanding of Pre-Diabetes and
empower them to makes new choices.

22. HCD Studio • Innovation Center for Excellence

23. HCD Studio • Innovation Center for Excellence

24. HCD Studio • Innovation Center for Excellence
Authentic brand story

25. HCD Studio • Innovation Center for Excellence
Six Key Service Elements

26. HCD Studio • Innovation Center for Excellence
We learned that this culturally sensitive
service design worked.

27. HCD Studio • Innovation Center for Excellence
We tracked behaviors