Since then, MAYA has helped Highmark digitally transform; becoming more consumer-centric, and establishing a plan for a post-health-care-reform world. It started with designing a strategic vision for how Highmark could improve its customers’ experience with health insurance, and progressed into tactical efforts that support the different touchpoints — digital, physical and personal — in a consumer’s journey. Through this long-term collaborative relationship with MAYA, Highmark continues to refine its vision and establish itself as an industry leader.
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As health insurance changed from a business-to-business industry to one of consumer choice, MAYA worked with Highmark on strategic and tactical projects to create industry-leading customer experiences. As part of our deep organizational engagement, we advised leaders, coached teams, and collaborated with Highmark to develop sound design solutions supported through technology.
MAYA initially conducted a deep dive to understand consumer experiences with health insurance and related industries (like banking). We talked to consumers, posed as secret shoppers and assessed Highmark’s communications. The resulting insights drove the design of a consumer experience strategy that spanned each facet of Highmark’s business — from product design, to member services and marketing channels.
A full audit of Highmark’s available data revealed that the organization was uniquely able to align the health information that people manage — from insurance coverage, to doctors, to payments and health-savings account claims. MAYA helped Highmark create a holistic view of health care with monthly health statements, which enabled consumers to navigate through, and make sense of, their explanation of benefits to make more informed decisions.
To bring consistency and coherence across the many people, agencies, departments and leaders responsible for making Highmark’s vision a reality for consumers, MAYA created a design language system for member communications. We built an architecturally-based digital brand that included a responsive grid system, a modular information system, and consistent interaction and layout patterns across digital and print properties.
MAYA also created an online resource to house and show practical applications for the brand patterns. This helped reinforce Highmark’s design principles. Teams now have access to code and brand assets that can be used across projects and refined as their needs evolve.
MAYA also designed and developed discoverhighmark.com, a dynamic website to educate the public and arm consumers with the information needed to make the best insurance buying decisions. What started as an educational microsite, has evolved into a useful resource for group purchasers and Highmark’s primary consumer point-of-entry for health insurance shopping.
One specific educational tool that MAYA built was a subsidy calculator to help consumers understand their savings based on government subsidies. Prior to the Federal Insurance Marketplace launch in 2013, we created a complex algorithm using health plan pricing across regional ZIP codes (Pennsylvania, West Virginia and Delaware), and packaged it in a simple user interface.
With the subsidy calculator, consumers were able to compare multiple scenarios and use cases to find the most cost-effective plan to fit their needs. It took seconds to calculate and provide consumers with a confident shopping experience.
As the health care industry continues to evolve, Highmark is positioned to better serve consumers and grow its business by designing solutions focused on the customer experience.