We started by analyzing quantitative data that showed steady declines in plan enrollment. This signaled a misalignment between what the plan offered and what people valued.

To better understand people's expectations and behaviors, we conducted extensive qualitative research, including:

• 30+ 1:1 interviews and 20+ diary studies using Dscout

• Conversations with plan sponsors and internal business teams

• A wellness trends scan to identify shifts in motivation, behavior, and digital experiences

• A futures thinking lens to pressure-test what wellness might look like in 5–7 years.

This research surfaced five critical wellness needs that shaped our solution space.

Using experience mapping, we synthesized findings from interviews, diary studies, and quantitative data to understand how people navigate their wellness journeys. This helped us identify key pain points, motivational drivers, and unmet needs at each stage, from recognizing health goals to sustaining progress over time.

We facilitated a virtual workshop with internal teams and subject-matter experts to translate these needs into potential service solutions. Together, we ideated features and experiences that could.

This workshop helped align stakeholders on a future vision grounded in user research.

We translated the co-created concepts into low- and mid-fidelity wireframes and tested multiple design directions with users. Prototypes included:

• Personalized wellness assessments

• Goal-setting flows with tailored recommendations

• Progress dashboards and milestone celebration features

Testing included:

• Unmoderated diary studies to assess real-world reactions

• Follow-up 1:1 interviews to identify friction and comprehension issues

• A/B testing of alternative messaging and reward logic

This iterative process helped us refine the experience and surface clear feedback to inform design decisions.

We collaborated with a third-party wellness platform vendor to assess their implementation capabilities. We audited the platform’s design and highlighted areas where key experience requirements, like personalization, feedback loops, and intuitive flow, were lacking.

To advocate for the member experience, we delivered:

• A mapped future-state journey across digital and human touchpoints

• Experience guidelines rooted in member behavior

• Detailed walkthroughs of ideal member flows.

To support implementation, we developed a full set of deliverables for internal teams, including:

• Experience maps

• Wireframes and interaction flows

• UX/content guidelines and experience criteria for vendor build-out

These artifacts ensured that what was designed could be delivered, preserving the user experience vision as it transitioned into development.