TELUS Health Service Integration for Mobile App
Challengs
Challenge #1 (Product) - How might we use the delayed loading time from the Manulife experience into the TELUS Health experience on the Manulife mobile app to help inform members about the new TELUS mental health services available to them?
Challenge #2 (Marketing) - How might we best communicate the new TELUS mental health services available to members in a way that is familiar, pleasing, and easy to understand?
Solution
An intercept screen for each of the services available to members based on plan type: (Plan members will only have one of these available to them)
EFAP
EFAP and MHN
HCO
These screens were placed on the Manulife mobile app highlighting key information about new TELUS mental health services during the transition between the Manulife experience and TELUS Health experience.
Business Sponsor
Group Benefits - Canada
Group Benefits Marketing - Canada
Business Goal
Make use of the delayed load time when going from the Manulife experience to the TELUS Health experience
Increase member retention, engagement, contributions, and consolidation
Positively impact NPS
Core Team
3 people across 3 business units
Global Innovation
Group Benefits Product
Canada HCD
Stakeholders
5 people across 3 business units
Group Benefits
Group Benefits Marketing
Canada Marketing
My Role
Project Lead
UX Lead
Research Lead
UI Lead
Manulife partnered with TELUS Health to offer the following mental health services to our members:
Employee and Family Assistance Program (EFAP)
Mental Health Network (MHN)
HealthCare Online (HCO)
To access these services members start in the Manulife mobile app, and then based on their selection they are taken to the Telus Health mobile app. The product team discovered a significant delay during the transition period between apps and asked for help with how to fill this time in a meaningful way. The marketing teams were also wondering how best to communicate/talk about these new mental health services to members as they were creating their marketing campaigns and preparing for launch.
All research conducted was strictly on the TELUS Health experience with TELUS Health users. None of the participants were Manulife members and there was not yet a Manulife experience to research.
User Research
Understanding the user experience of TELUS Health services
Identifying what contributed and detracted to customers’ understanding of TELUS Health services
Learning how customers became aware of the TELUS Health services available to them
Identifying what language, words, phrases, etc. people use when talking about mental health services
Research Objectives
Created a research plan
Learned about TELUS Health, their app experience, and how they talked about their services
Learned about the three mental health services (EFAP, MHN, HCO) we were providing our members
Desk Research
Created an interview guide and screener
Recruited 8 TELUS Health users (not Manulife members) via UserTesting
Conducted 8 (1hr) virtual interviews via UserTestying
Customer Interviews
“At the start I did NOT understand it.”
“It was up to me to do my own research.”
“Initially it wasn’t clear, they didn’t state it up front”
“Initially, not knowing who I was connecting with or the manner of how I was connecting with someone.”
Used Mural as my virtual workspace
Transferred key points from my interviews and created an affinity map
Analysis and Synthesis
Affinity map
Image blurred for privacy
Themes and Insights
TELUS Health users who had a good experience using TELUS Health services indicated it was because it was simple, convenient, and easy to use
TELUS Health users who didn’t have a good experience using TELUS Health services indicated it was because they:
Didn’t understand the services available to them
Didn’t understand their employee coverage
Didn’t receive guidance on what to book
The top answers given when asked what they would change about their experience were:
Providing more help when getting started
Improve the setup process
Awareness:
Participants were primarily made aware of TELUS Health services through their employer and mentioned wanting even more promotion and awareness both in the beginning and on an ongoing basis
Participants felt the most important things they wanted to know from the start were:
Cost
The benefits
How it can help
The services available to them
Topics that are covered
How many sessions were available
Understanding:
The #1 finding in my research was discovering how poorly people understood TELUS health services and how they work
Participants indicated that they weren’t exactly sure what services were available to them and the difference between the various services
Participants used the following words to describe the Employee and Family Assistance Program (EFAP):
EAP, Virtual Counseling, Mental Health
Participants used the following words to describe the Mental Health Network (MHN):
Mental Health, EAP, Mental Wellbeing, Work/Life balance
Participants used the following words to describe HealthCare Online (HCO):
Health Care, Health One, Virtual Health, Virtual Care, In-person & Virtual appointment booking, Consultations, Virtual Care Assistant, My Care, Health Guidance, Health Consultation, Care Now. etc.
Setup:
I identified two types of flows participants followed to get started with services:
Phases: Awareness > Understanding > Setup > Usage
User Actions: Received information about TELUS Health services > Did research to better understand and learn more > Logged in/connected email to TELUS Health > Entered personal info > Went through onboarding questions > Booked an appointment
I identified two key reasons that lead to participants taking action to set up services:
A driving need – Participants who were dealing with something difficult and needed access to services quickly.
Trying it out –Participants who didn’t have any pressing need, but were curious and thought they’d check it out
Half of the participants mentioned that they wished things were clearer up front during the setup process
Usage:
The majority of participants preferred to use their personal devices (laptop or mobile phone) when using Telus Health services
The majority of participants used TELUS Health services as they needed them and saw it as ‘on demand’ more than extended use
Participants stated the following as the biggest benefits of using TELUS Health services:
Being able to book appointments when it’s convenient for them
Saves time
Opportunities
Awareness:
How might we introduce members to the new Telus Health services available to them through their employer so they are aware and feel informed from the start?
How might we engage members and encourage them to sign up before they are going through something difficult so they don’t have to go through the process when they aren’t at their best?
Understanding:
How might we clearly explain what Telus Health services are available to them so they understand where to go to get the help they need?
How might we clearly explain what they are covered for so they can make the right decisions for themselves and their family?
How might we clearly explain the types of help they can receive so they can decide what’s best for them and their family?
Setup:
How might we clearly explain the types of counseling and clinician licensure so members feel more informed and confident when booking appointments?
How might we help guide members in choosing what to book so members can find the help that is right for them?
How might we clearly explain the methods in which members can receive care and how much it costs so they aren’t confused or worried and can choose what’s best for them?
Usage:
How might we mitigate common technical issues that could impact the ease of use so members get excellent service consistently?
Clearly articulate what EFAP, MHN, and HCO are and how they differ from the other Telus Health services being offered
Ensure the terms “EFAP”, “MHN” and “HCO” and how they are being talked about stay consistent across all platforms and communications
Rename “Mental Health Network” to something that more clearly communicates what it is, how it differs from other TELUS services, and doesn’t scare people off
Consider using words people are more familiar and comfortable with like “counseling” or “therapy” over “Mental Health” as there seems to be a stigma around Mental Health and a connotation that Mental Health is more “serious” and less approachable
Consider not getting too “creative” with the name. When it comes to the user experience, made up names can be hard or confusing for people to try and remember, especially when stressed or upset, so keeping it clear and simple is best
Include information about:
Who it’s for
What' it’s for
When and how to use it
How to get set up
How to get help
Recommendations
Design and Development
We had a very short timeline so I brought the Product Owner, Head of Design, and a UI Designer together to discuss solutions that would be Desirable, Viable, and Feasible.
Quickly landed on creating an intercept screen that appears during the delayed loading time between the Manulife and TELUS Health experiences
Created 3 screens one for each plan type offering: (Different plan types offer different services)
EFAP
EFAP and MHN
HCO
Narrowed the information down, based on research, to the key points for each plan type that I thought would be most helpful to users at this stage
Quickly sketched out a few UI designs
Met with the UI designer to come together and decide on the final design based on our design system so I knew how much room I had for content
Wrote the content for the screen and made sure to bring marketing in for approvals to ensure our language and tone would be consistent across all platforms and marketing materials
Finalized the content and design with the Product Owner and then gave the final content to the UI designer who worked with the developer to build the screens
Rapid Ideation
Finalized the content and design with the Product Owner
Gave the final content to the UI designer who worked with the developer to build the screens
Sent the final build to testing
At this point I moved off this project and the Product Owner took over the testing and launch of the new screens
Design and Build
I was unable to obtain the images of the three intercept screens I designed from Manulife
EFAP
EFAP & MHN
HCO
Results
Reflect positively towards the Manulife brand and increase member NPS
Evoke feelings of ‘being taken care of’
Build trust in Manulife
Lead members to consider other Manulife products in the future
Lead to positive discussion > increased sales > increased ask $$$
Lead to more usage of services > more preventative care > less short/long-term disability
Reflect positively towards the employer leading them to be happy with their benefits provider increasing Sponsor NPS
TELUS Health recomending more of our services bringing profit and engagement back into Manulife (Mental Health services, pharmacy/drugs, physio, etc.)
Anticipated Business Impact
Having a team who works well together and trusts each other allowed us to move fast and deliver quickly
By partnering with Marketing, even though the design process didn’t require it, it allowed me to continue to build my relationship with them and show how HCD and Marketing can work together to achieve a common goal