I
Overview
MDsave Direct is a healthcare bundling technology platform that facilitates an open healthcare marketplace, targeting patients with out-of-pocket costs. It offers fully bundled, discounted healthcare services in exchange for upfront payments from employers, PPOs, and providers. MDsave Direct has created over 7,000 consumer healthcare bundles and has subscriptions with over 2,000 providers in 167 hospital networks across the U.S.
MDSave Direct
A healthcare platform offering transparent pricing and pre-packaged procedures, allowing patients to compare costs and access affordable care through upfront payment options.
Digital Health
B2B
SaaS
User Research
Personas
User Testing
Info Architecture
Prototypes
Interaction design
Visual design
II
Defining Personas
The MDsave Direct user base includes individuals working within hospital networks. To ensure effective product releases and maintain focus, we refined our target personas to four key profiles: the CFO, Patient Advocates, Registrars, and Financial Counselors.
To better understand this diverse set of users, a junior UX designer and I collaborated on developing personas for these roles. With limited access to our customers, we organized a group exercise with the Sales and Support team, who have deep insights into these user profiles. Drawing from a range of methods, we designed an exercise tailored for a two-hour session. The main activity focused on defining four essential attributes for each user type.
1. Facts
Define demographic, environmental, or other attributes for each group.
Exercise (10 min):
Pick
Present
Cluster
Dot Vote
your 4 most relevant facts
these 4 ideas to your group on the shared board
and group similar notes
everyone gets 3 stickers and votes
2. Pain Points & Frustrations
What are the top relevant problems that users face before using MDSave Direct?
Exercise (10 min):
Pick
Present
Cluster
Dot Vote
your 4 most relevant frustrations
these 4 ideas to your group on the shared board
and group similar notes
everyone gets 3 stickers and votes
3. Behaviors
What are the relevant behaviors that a user has before using MDSave Direct? We are hoping to change these.
Exercise (10 min):
Pick
Present
Cluster
Dot Vote
your 4 most relevant behaviors
these 4 ideas to your group on the shared board
and group similar notes
everyone gets 3 stickers and votes
4. Goals & Motivations
What is the user trying to accomplish or become? These are the goals and needs you think are driving adoption of MDSave Direct.
Exercise (10 min):
Pick
Present
Cluster
Dot Vote
your 4 most relevant goals/motivations
these 4 ideas to your group on the shared board
and group similar notes
everyone gets 3 stickers and votes
Dashboards were developed for hospitals to track MDsave’s ROI. These dashboards displayed metrics such as the number of vouchers sold, vouchers yet to be redeemed, most frequently performed procedures and specialties, and the impact of marketing efforts and referring doctors on revenue.
Maps displaying a hospital's reach — where referrals are coming from, and how far patients are traveling for care.
III
Designing Robust Tools
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Voucher redemption was streamlined.
Hospitals still deal with a lot of paper. Statements and other necessary printed material were redesigned , reducing the amount of paper by 50 to 90%.
IV
Streamlining Workflow
The MDsave product and design team collaborated closely with hospitals' accounting teams to understand their workflows, identify pain points, and pinpoint common errors. This approach led to the design and release of features that streamlined workflows, minimized errors, reduced administrative costs, and improved payment collections.
MDsave's bundling and payment distribution model needed to demonstrate that any episode of care, from an x-ray to hip surgery, could be bundled using our scalable software. Each bundle would cover the fees of all relevant physicians, facilities, and practitioners, accommodate procedure or coding variations, and include any pre- or post-operative care.
Diagram illustrating how marketing efforts can amplify a hospital's conversion rate.
V
Establishing a Visual Language
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Visualizing Complex Stories
Visualizations were created to communicate and simplify complex concepts. These diagrams helped address a broad audience of business clients and prospective partners.