Optum Store Integration

My Role: UX Researcher | june 2023

Overview

There is a desire to have the Optum Store integrated into the OptumRx experience. The product teams at Optum want to understand if adding advertisements to the OptumRx platform will increase traffic to the Optum Store. Ultimately they would like to have an integrated cart experience for easier checkout and hopefully increase business.

Terms to know

  • dScout = third party research platform

  • Integrated cart = having the ability to check out in one experience v. having to have two checkout processes one for medication and one for over-the-counter products (how it is currently)

  • Optum Store = ecommerce platform for over-the-counter medication, prescription treatments and at-home tests

  • OptumRx = a full-service prescription drug benefit provider and a mail service pharmacy through home delivery

THings to keep in Mind

  • No client data is being shown in any of the images below

  • The target audience for this presentation was president of Optum, VP of digital experience, and Sr. director or user experience

Research Goals

  • Understand if members want to have integrated store items presented to them during checkout 

  • Find out if they would interact or click on the links 

  • Is the area distracting to users or does it blend in 

  • Is it obvious that the products relate to each other (in their cart and at the bottom of the screen) without spelling it out  

Methodology & Participants

  • Unmoderated usability sessions via dScout week of 5/29/23

  • 17 Participants were recruited from dScout and identified as having at least one home delivery medication

  • Participants completed five activities that all included a variety of multiple-choice questions, open ended responses, and screen recordings.

Top Themes

  • Users are more likely to purchase from the Optum Store if there is an integrated checkout showing personalized products such as OTC medication they are currently taking, items they have purchased in the past or seasonal items and medication they want to stock up on 

  • The Optum Store ad would be ignored by users who do not want to purchase additional items, but did not create a disruption in viewing their home delivery order summary

  • When ask how likely are you to purchase over-the-counter medication and supplies after purchasing your own home delivery prescription medication only half said they would be likely to purchase

Detailed Findings

Buying Over the Counter Medication & Supplies

  • Most participants buy over the counter (OTC) mediation and supplies at a grocery/retail store, their local pharmacy, or online

  • Picking up items in store was the most common method when buying OTC medication and supplies

  • Participants purchase OTC medication and supplies when they are running out of item, when they need something, or the first sign of a cold

First Impressions

Three OTC options at the bottom of a home delivery check out screen

  • Split opinion on showing the Optum Store ad at the bottom of the screen

  • Some participants enjoyed having (n=9) items shown because it gave them the opportunity to:

    • Stock up on items they frequently buy

    • See suggested items they might need

  • Others voiced they would most likely skip over the section (n=8)

    • Are used to getting items at the store

    • Would not want to pay for additional costs such as shipping

    • Usually ignore ads so would do the same here

Products Displayed

  • When asked why these products are being shown most thought it was because they are
    seasonal     items or possibly items they have ordered in the past

    • Others thought it was a paid ad from the manufactures of the product

  • Two participants correctly identified the items were related to the medication they ordered*

*In the scenario the medication shown in the design, Retin-A and Lisinopril, was not defined for the participants

Two Checkouts

  • Would be frustrated being sent to a separate site and having to sign in again or pay for separate shipping cost (n=9)

  • Around half did not mind being sent to another site (n=8), but wanted improvements such as:

    • Not having to sign in again or create a separate account

    • Placed on the product item and not immediately to the checkout screen so they could continue browsing*

  • Participants mentioned having an integrated checkout would be the ideal experience for purchasing OTC medication and supplies (n=7)

*In the scenario participants were taken directly to Optum Store checkout after clicking on Theraflu

Data

value rating

On a scale of 1 - 5 where 1 is strongly disagree and 5 is strongly agree rate the following statements.

  1. Having the ability to purchase over-the-counter medication and supplies after purchasing home delivery prescription medication would save me time

  2. Having the ability to purchase over-the-counter medication and supplies after purchasing home delivery prescription medication provide value to the page

  3. Having the ability to purchase over-the-counter medication and supplies after purchasing home delivery prescription medication is a helpful option to show

Three graphs from one to five showing if they disagree or agree with a statement

Usage rating

If it was available to you, how likely are you to purchase over-the-counter medication and supplies after purchasing your own home delivery prescription medication? Where 1 is not at all likely and 7 is extremely likely.

Bar graph from one to seven showing how likely they are to purchase OTC medication when purchasing HD medication

Scores 1 - 3

  • Most noted they were more comfortable doing what they are used to, such as going to the grocery store or the pharmacy (n=4)

  • Other said they already have all the OTC medication and supplies they need (n=2)

  • Others wanted to only focus on getting their medication on their home deliver site and not purchasing additional items (n=2)

Scores 5 - 7

  • Provided a convenient way to purchase OTC medication and supplies after purchasing home delivery medication all at one time (n=3)

  • Provided a proactive way to stock up on medication especially items they prefer that might be out of stock (n=2)

  • Would be more likely to use something like this especially if it was easy to the user (n=2)

Recommendations

Ultimately, my recommendation was to add the Optum Store items to OptumRx checkout screen. Although the data showed that only half of the participants would interact with the feature, to all it did not disrupt their check out journey. Since the feature was not a disruption and could potentially assist in traffic to Optum Store it is a low risk opportunity for the business.