UX & Content Design For Optum Now

Project: Improving Feedback Copy for Optum Now

For this project, I reworked the feedback copy for Optum Now to make it more engaging, approachable, and user-focused. The goal was to encourage users to share honest feedback while ensuring they felt valued and understood.

I replaced the original copy, which felt vague and overly negative, with clear, conversational language that emphasized the importance of user input. By adding a collaborative tone ("Your voice matters. Help us improve Optum Now") and refining the response options to feel more inclusive and user-friendly, I helped create a more positive experience.

Key Outcomes

• Encouraged Participation: The updated copy made it clear that user feedback is valuable and will lead to improvements.

• Fostered Trust: By using friendly, neutral language, users felt more comfortable sharing their thoughts.

• Improved Clarity: The revised scale captured a wider range of emotions, making it easier for users to provide accurate feedback.

1. Ambiguity in Purpose:

   • The original ("How are you enjoying your Optum Now experience?") lacked clarity about why feedback was being collected, leaving users unsure of how their input would be used.

   • It focused solely on user enjoyment without signaling that their feedback could lead to meaningful improvements.

2. Tone and Language Misalignment:

   • Terms like "upset" and "confused" in the original felt overly negative and emotionally charged, potentially discouraging users from engaging.

   • The original lacked inclusivity and options for users who might feel neutral or slightly positive.

3. Engagement Opportunity Missed:

   • The original question and scale didn’t create a sense of collaboration or make users feel valued.t goes here

1. Clarified Purpose and Value:

   • The updated version, "Your voice matters. Help us improve Optum Now," clearly communicates the purpose of the survey and highlights the user’s role in shaping improvements.

   • By framing the feedback as valuable, it establishes trust and engagement.

2. Refined Tone and Language:

   • Replaced extreme, emotionally charged terms ("upset" and "confused") with more neutral and approachable language like "Dislike" and "Kind of dislike."

   • The updated scale ("Dislike" to "Love it") feels conversational and reflects a more positive spectrum of emotions, making it more user-friendly and less intimidating.

3. Improved Inclusivity:

   • Added intermediate options ("Kind of dislike" and "Like it") to better capture nuanced user sentiments, allowing for more accurate feedback.

4. Strengthened User Engagement:

   • The updated heading shifts the focus from just measuring enjoyment to showing users their feedback matters. This fosters a sense of collaboration and positions Optum Now as responsive to user needs.

1. Enhanced Trust and Participation:

   • By emphasizing that "Your voice matters," the updated copy reassures users that their input will lead to meaningful changes, encouraging more honest and thorough participation.

2. Improved Usability and Accessibility:

   • The friendlier and more neutral scale lowers emotional barriers, making it easier for users to select an option that reflects their experience.

   • Providing nuanced choices ensures all users feel their input is accurately represented.

3. Increased Positive Perception of the Brand:

   • The collaborative tone ("Help us improve Optum Now") strengthens the user’s connection to the brand by positioning them as a partner in improving the service.

4. More Actionable Insights:

   • The refined language and expanded scale give Optum Now more specific and nuanced feedback, allowing teams to better understand user sentiments and prioritize improvements.

The updated copy transforms the feedback experience from a transactional interaction into a collaborative effort, fostering trust, inclusivity, and engagement. By clarifying the purpose of the feedback and using approachable language, Optum Now positions itself as a user-centered brand that values its audience's input.

Project: Improving Error Messaging for Optum Perks

For this project, I reworked error messaging to provide a more user-friendly and actionable experience. Instead of vague technical language like “Something went wrong,” I created clear, empathetic copy that directly addressed the user’s goal—finding drug coupons.

The updated design replaced confusing error details with a helpful prompt, guiding users to refine their search by entering a nearby zip code or city. By offering actionable next steps and removing technical jargon, I ensured users felt supported and empowered to continue their search.

Key Outcomes:

• Clearer Communication: Reframed error messaging to focus on solutions, not problems.

• Actionable Guidance: Added a search field and simple instructions to help users refine their results.

• Improved User Experience: Reduced frustration, increased task completion, and enhanced trust in the platform.

• Lack of Clarity: The original message, “Something went wrong,” was vague and did not explain why the user couldn’t find coupons or how to resolve the issue.

• Technical Jargon: Mentioning “error 500” introduced unnecessary technical details that could confuse or intimidate non-technical users.

• No Next Steps: The original design left users stranded without actionable guidance, potentially leading to frustration and abandonment.

• Refocused Copy: Updated the message to acknowledge the user’s specific goal—finding coupons—and reframed the issue as a lack of local results, rather than a technical failure.

• Actionable Guidance: Added a clear next step, encouraging users to search for pharmacies by entering a nearby zip code or city.

• Simplified Language: Removed technical jargon and replaced it with approachable, user-friendly messaging that focuses on solutions.

• Enhanced Design: Included a functional input field and a “Search” button directly on the screen, eliminating extra steps and making it easier for users to take action.

• Improved Clarity: Users now understand the issue (no coupons nearby) and the immediate action they can take to resolve it.

• Reduced Frustration: The empathetic and solution-focused tone reassures users and prevents feelings of confusion or helplessness.

• Increased Task Completion: By providing actionable next steps, users are more likely to refine their search and find relevant results, improving their overall experience.

• Enhanced Trust: The updated copy shows that Optum Perks values the user’s time and provides clear support, fostering a positive perception of the brand.