Boosting design maturity, one project at a time.
CareCredit, a healthcare financing subsidiary of Synchrony Bank offers complicated consumer products it delivers through a complex business model. Add to that complexity regulatory requirements on language usage, antiquated enterprise technology with split ownership, challenging stakeholders, and an ecosystem of disparate B2B and B2C interaction pathways. CareCredit has traditionally enjoyed market dominance in the healthcare financing space within their core markets. Newer companies offering simpler experiences are threatening that dominance.
At the same time, they are expanding into the even more complex health systems market, which many people find extremely confusing and frustrating. Producing seamless, elegant digital experiences in these circumstances is close to impossible.
A Problem.
In partnership with CareCredit, our team leveraged existing research and learned from both stakeholders and users what works well within the existing structures, processes, and technology in addition to the main challenges. Using this knowledge, we created conceptual visions for the future of both the B2B and B2C web experiences and a strategy for building a design system that could be used to unify experiences across all marketing and transaction channels.
At the center of our shared vision is positioning the company to proactively adapt and change, to anticipate rather than react, to their customers’ changing needs. We help them figure out how to put the people they want to serve at the core of everything they do. Vision is critical. And so is implementation. Our relationship with CareCredit grew across the design and implementation of more than 10 individual components of the vision we co-created.
In keeping with the design principles we established together with CareCredit’s customers, healthcare providers, and stakeholders, we prioritized transparency and simplicity in each project. We involved users in both generative and evaluative research. As the strategy lead on the account, I also had the privilege of using projects to train three new members of our research team.
An elegant solution.
CareCredit is now fundamentally changing their approach to XD. Our team was instrumental in helping them think about their customers’ experiences and their internal processes differently. We whooped and hollered and lent a hand while they climbed to the next rung in the digital maturity ladder. The recent launch of the pre-authenticated experience for providers is the latest example of our shared vision being realized.
CareCredit Provider Site Redesign
Leveraged Capabilities
XD Team Leadership
Program and project management
Team operations
Capacity and team building
Design and innovation strategy
Experience design direction
Mentorship and sponsorship
Teaching
Mixed Methods Research/Ops
Research design and planning
Standards and governance
Recruitment management
Generative primary research
(Contextual inquiry, IDIs, surveys, qual/quant analysis, etc.)
Evaluative primary research
(UX assessments, analytics assessments, prioritization techniques, information architecture evaluation, usability testing, etc.)
Client Relations and Business Development
Organizational alignment
Proposal development
Stakeholder engagement strategy
Workshops