Rewarding
Healthy Habits

Enhanced Direct Enrollment platform for Marketplace Health Insurance.

CONTEXT

The Ambetter My Health Pays program rewards marketplace individuals and families for making healthy decisions. Our goal was to reimagine this program to increase member engagement, loyalty, and retention.

THE TEAM

Jia Lu Ni / Designer and Researcher
Paul Backett / Creative Director
Noah DiJulio / Creative Director
Rachel Nyeholt / Art Director
Sam Woostar / Designer

MY ROLE

Qualitative Research

Concept Development
Insights and Recommendations
UX/UI Design
Illustration
Motion Design

THE CLIENT

Ambetter Health is a health insurance provider, offering affordable Marketplace plans for individuals and families across the United States. The brand is offered by Centene Corporation, a Fortune 500 company with 40 years of experience in the managed care industry.

The Challenge

How might we create a member-centric program that delivers value beyond deductibles and copays?

30% of members were already utilizing the rewards program, steadily increasing each month. Creating a vision truly designed to members’ needs was a priority for the organization’s continued growth.

A SHIFT FROM

- Annual Checklist – 5 big tasks
- Healthcare focus (exams and checkups)

INSIGHT
Busy is universal.

Members aspire to make healthier decisions, but time is a scarcity for this population. So we designed a program that fits into the moments in between.

“Enrolling should take more than 5 minutes. You’re making a big decision that affects the next 12 months of your life.”

–Member Quote

The Vision

Bite-sized challenges that support members’ whole health, inspiring them to play an active role in their health and wellness year-round.
Informed by insights from member research, we created a vision centered on simple challenges and quick rewards to encourage meaningful year-round engagement.

The vision resonated strongly with members in validation research, with high potential to not only help members build and sustain healthy habits–ultimately improving health outcomes–but also to increase member loyalty and retention.
A SHIFT TO

- Weekly Content – 52 bite-sized challenges
- Whole Health Focus (holistic wellness)

Fast, fun and familiar challenges

Five wellness categories

(food, fitness, self-care, finances, preventative care)

Rewards that make a difference

01
Personal
Understand what matters most to tailor a program that is personalized to members’ needs, interests and goals–supporting members beyond basic coverage.

02
Easy

Meet members where they are by partnering with their favorite brands, serving up location-based challenges, and gently nudging with snooze and reminder features.

03
Local

Offer rewards that give members opportunities to connect with their local community and access resources right in their neighborhood.

“This would show you are not just choosing us for our money, but as a community.”

–Member Quote

APPROACH
Qualitative Research and Co-Design
Phase 1 - Shape the Vision
Understand what matters most when it comes to wellness (habits, challenges, goals, workarounds) and test service opportunities using low-fidelity sketch concept cards. These insights drove the design and strategy.

Phase 2 – Validate the Vision
Test a clickable prototype of the vision and validate with members, inviting them to co-create their own bite-sized challenges.

1:1 In-Home Interviews and small group interviews