Member Portal Envisioning | UpTop Health

Reimagining the Key Moments of a Patient’s Journey for the Largest Health Plan Provider in the Pacific Northwest

Health Plan Provider


We were approached by one of the largest insurance companies in the Northwest, providing coverage to over 2 million people across Washington and Alaska. Their goal was to reimagine the customer experience (CX) for its users centering around the member portal.

  • Challenge

    The existing Member Portal relied on many 3rd-party solutions, some of which could potentially be built in-house to gain control over the customer experience.

  • Solution

    Leading the client through a multi-day envisioning workshop, with journey mapping at the core, helped the large group of stakeholders align and empathize with the members’ experience.

  • Outcomes

    A carefully crafted story and prototype reimagined key moments of a patient’s journey, effectively through new self-service experiences, aimed at reducing support call volumes.

Heeding the Call

Our client brought this envisioning problem to UpTop because they were in need of an outside-in perspective. The CX and Innovation teams at the health insurance company had accumulated some great customer research and were ready to take action on these valuable insights.

UpTop recognized that the client team needed to expand their vision for this project, and utilize a more ‘10x thinking’ approach. Like others in the healthcare industry, they have been constrained by legacy systems that inhibit the technological innovation and design vision that many other companies get to experience more easily.


“I am very pleased with the outcome and I’m looking forward to sharing this work internally with our business partners.”

Director of Product Management & CX
Photo - Claim Status
Photo - Spending Activity

Our Approach

We meticulously planned a multi-day envisioning workshop, with design thinking and ideation activities for client’s CX team, and key constituents. UpTop’s goal was to align the interests of all parties involved so they could work to define a successful future for the Portal.

The workshops enabled cross-functional collaboration, and created a shared vision of the customer journey. Journey maps of each flow (Shop & Enroll, Find Care, Benefits, Pharmacy, and Claims) were documented and reviewed with the group. This allowed all the participants to better understand the specific the workflows and subject matter experts to discuss key areas of friction as well as provide context for decisions that made up the experience.

Being able to share openly in the workshop setting helped leaders of the different groups gain alignment. The Director of Product Management and CX was empowered to let the team know there was no longer a mandate to use legacy systems.

The ideation activities allowed the team to stretch their thinking beyond what they were used to – breaking through the institutional walls and absent the fear of rejection that may come within them.


The common thread that wove the main pillars of Shop & Enroll, Find Care, Benefits, Pharmacy, and Claims together was achieved through an elaborate user story of a fictitious person and her interactions of key moments within the new member portal. This prototyped experience of ‘Mary’s journey’ allowed us to cover each stakeholder group and reimagine experiences throughout the portal, effectively creating new self-service experiences, which would result in a major reduction of support call volumes.

Areas of Focus

  • Simplified the shop & enroll experience of healthcare plans for new customers
  • Streamlined the search experience for how members find the care that they need
  • Synthesized member benefit information in strategic locations within the portal
  • Integrated third-party pharmacy data within the portal and allowing members to refill prescriptions
  • Optimized the ability to submit a claim effortlessly and view claim statuses

Related Services


An ideation/envisioning workshop will help bring clarity to your idea and align everyone behind a common goal and vision. UpTop Health will lead your team through exercises that will help build empathy with users, ideate on solutions, and envision the experience through prototyping.

Digital Strategy

UpTop Health takes a holistic approach to digital strategy, focusing on the intersection of your business needs, technology, and brand strategy across your organization’s systems and channels. We’ll want to ensure your customer experience is cohesive and consistent across every touchpoint.

UX Design

To innovate, you need an idea that inspires, data that backs it up, and a plan to make it happen. Welcome to UX Design. Our user experience design team will help you define your problem, ideate on solutions, and execute your vision using lean UX research methods and proven design strategies.

Visual Design

Strategic use of color, layout, white space, typography, and images shapes the user interface including consideration for accessibility, consistency, usability, and scalability. Our visual designers focus users on intended goals by creating hierarchy and guiding them through the designs as intended.


Prototyping is essential to visualizing the experience before it's built, ensuring alignment on vision and usability optimization. Having a tangible experience to rally around allows you to make better informed decisions and reduces risk in product development.

Journey Mapping

UpTop Health is experienced at creating customer journey maps which visualize user interactions throughout your digital experience, allowing you to see your brand from your customers' perspective.