PROCESS
At the core of this highly human-centered design project was extensive user research and interviews directed at uncovering how people search for health information online and brainstorming improvements.. Detailed task flows and multiple iterations of next-generation interface concepts were presented. Once the highly innovative design paradigm was chosen, stunning visual design was applied. Mad*Pow then supported Aetna’s implementation efforts via prototyping and production of flash templates, and interface layer code.
By presenting the information map as the core of the user’s experience, we were able to greatly accelerate awareness, and offer a method for Aetna’s members to effectively navigate the company’s tremendous resources.
RESULTS
Aetna provided members with a revolutionary product to enable easy access to health information and Aetna programs. SmartSource is an example of the member-centric innovation that differentiates Aetna. It continues to be effectively utilized in sales demonstrations and receive extensive industry attention.
The web-based tool mines Aetna's vast data resources to provide meaningful information and ultimately guide members toward a variety of Aetna benefits and programs. As the user navigates, content is constantly updated to hone in on the member's specific interests. The tool searches various Aetna resources to show members:
- Easy-to-understand health information;
- Doctors in the local area who participate in their health plan;
- Commonly used medications and treatment options;
- Estimated health care costs; and
- Aetna programs and discounts that can help members manage their health needs.
CLIENT RESPONSE
"Aetna is focused on becoming an industry leader in delivering personalized health information to members," said Meg McCabe, Aetna's vice president of medical and eHealth product. "Mad*Pow played an integral role in helping us create Aetna SmartSource by making it visually appealing and intuitive for our members - creating an interface that delivers a vast array of health information resources in an intelligent, personalized decision support platform."
