InstaMed

As part of a larger engagement, I worked with a team of designers to audit the current InstaMed digital experience as well as a few competitors in order to provide recommendations for both short and long-term site improvements.

ROLE

UX Director

TIME FRAME

Ongoing

COMPANY

Bounteous

Overview


InstaMed is a healthcare payments provider that connects providers, payers and patients across a common SaaS platform providing payment solutions for all 3 audiences at all points along the payment journey. Acquired by JPMC at the beginning of 2020, InstaMed is now under pressure to ramp up their marketing game to drive revenue and cross sell with JPMC payment solutions.

What I Did

In collaboration with the Bounteous brand strategy and content strategy teams, I conducted a thorough experience audit of InstaMed’s current website. Accompanying the experience audit was a review of 6 of their competitors — Cedar, Zelis, Change Healthcare, Tempus Technologies, AxiaMed and VisitPay — in order to understand how the new InstaMed website can (and should) evolve in the future.

The criteria used to evaluate InstaMed and their competitors:

  • Homepage

  • Brand Storytelling

  • Product Portfolio & Positioning

  • Content Quality & Merchandising

  • Persona-Driven Design

  • Overall Ease of Use

Using the above buckets, we were able to identify the areas where InstaMed has the opportunity to improve their product positioning and content strategy. These findings will directly inform our UX approach for the redesign InstaMed website.

Results overview of audit

Excerpt from competitive audit

TAKING A LOOK AT THE NUMBERS

After doing a deeper dive into the InstaMed experience, we uncovered a few things about the way the current customer base interacts with the website. We learned:

  • 5% of visitors download content or request a demo indicating an opportunity to leverage content to convert

  • 86% of clicks are to pay a bill or login with 47% of visitors leaving the site from the homepage

  • Audience-based product architecture feels simple but visitors view pages outside of their assumed audience indicating confusion with labeling or expected content by audience or persona

  • Visitors are left wanting details on products with gated brochures, lack of visuals and unclear feature names

Based on what Google Analytics showed and what was uncovered through the competitive review, we were able to formulate a game plan heading into the redesign that would allow us to focus on the areas where we can make a big impact.

InstaMed website analytics

InstaMed web analytics by customer segment

 

takeaways & opportunities

What we learned is that InstaMed has an opportunity to modernize their web experience in a way that allows them to stand out in the Healthcare Payments landscape through:

  • Leveraging the brand power of JPMC Healthcare to digitally position InstaMed as the innovator and leader in changing how healthcare payments are handled. Additionally, highlight how that innovation enriches the lives of each customer segment through engaging case studies and other personalized content.

  • Visually highlighting important audience-specific features and functionality that separate InstaMed from their competitors and provides proof points for the product suite

  • Separating experiences by audience to prioritize and personalize key actions (such as log in or bill pay) and messaging for each user with easy navigation across sites

In doing our research, we uncovered a few interesting points:

  • Brands that have a stronger positioning have a stronger digital and content execution 

  • Understanding visitor intent as soon as possible and prioritizing features and content that supports key user tasks is important

  • Clarifying and visualizing InstaMed’s product value through updated results-focused product content that is ungated will yield maximum results