The Challenge
Optum, a Fortune 5 healthcare technology leader, had recently rebranded with Wunderman Thompson — yet its flagship consumer website recorded a -58 NPS score. For a business anticipating revenue doubling in 2024, this consumer-facing entry point was critical.
TL;DR: Why does a Fortune 5 company have a broken digital front door and how fast can it be fixed?
The Solution
Instead of patching fragmented analytics, the design team restarted with first principles:
• Conducted a heuristic audit + UX research to identify breakdowns in Navigation, Information Architecture (IA), and Taxonomy. Simplified pathways by removing redundancies, jargon, and excessive decision points.
• Introduced modernized UX patterns such as adding Search to the global menu, a more direct Sign-In flow (instead of forcing multiple pre-choices), and memory-load reduction throughout key workflows.
• Implemented predictive Typeahead Search to align with industry-standard experiences, surfacing results before user input completion.
• Partnered with Engineering to phase improvements alongside a cloud platform migration, ensuring technical feasibility while minimizing disruption.
TL;DR: A full IA + UX overhaul to bring Optum’s digital entry point up to modern expectations.
The Results
• Four-phased rollout enabled technical and organizational adoption at scale.
• By year-end, Phase 1 changes lifted NPS by +58 points, moving Optum.com from -58 to “neutral 0” in less than 6 months.