The Future of Pharmacy for Optum Health


Ah Be Se recently worked with executives at Optum Health to rethink and redesign its OptumRx.com website experience. We deployed a collaborative process that emphasized research and object oriented design best practices. We also conducted in-depth ethnographic research of physical pharmacy design and user behavior.   

Optimize the Service Model


Rather than begin with a typical site discovery, assessment, re-design methodology, we used service design techniques to deconstruct, analyze, and improve Optum’s online pharmacy service model – from product search to order tracking. This approach yielded not only the best conceptual thinking, but also an operational efficiency that conserved 10 weeks of valuable production time. 

Rapid Prototyping: Whiteboard to CSS 


Lastly, we led a team of UX designers and front-end devs to translate the improved service models and experience maps into user tested, client ready code. We prioritized the work into feature-based sprints and coded fully functional prototypes that Optum’s digital team could use for phased implementation. The new site will launch in early 2017.