Making the Healthcare Insurance Experience Personal


Humana and DefinedLogic partnered to solve a complex digital experience


Integrating the digital customer experience across disparate properties and multiple legacy systems is a huge endeavor. Our teams not only improved complex user flows, but also helped the leading healthcare industry brand receive Forrester’s #1 rating for online healthcare insurance enrollment experiences.


DefinedLogic was called into an engagement with Humana’s digital team to help solve several complex user experience challenges within a wide-ranging and ambitious transformation roadmap. Our leadership consulted with business leaders to define the critical aspects of those challenges. We crafted various work streams to attack the challenges in the most efficient manner based on agile principles.

Humana Screen Wireframes


Once aligned with business, we quickly infused experienced talent into Humana’s digital teams spread across multiple work streams. Our Business Analysts closely engaged with business stakeholders to define specific requirements and produce user stories, while our UX Architects solutioned wireframes to support the process and capture usability insights.


Within months, our teams were able to identify a multi-year roadmap to success that resulted in short-term wins and long-term strategic advantage for the brand. Our approach, processes and expertise resulted in a refinement of design that catapulted the brand to the top of the healthcare industry for online insurance enrollment experiences.

Solving the most complex user experiences can result in the most significant benefits. Based on our solution, Humana was ranked Forrester’s best online healthcare enrollment experience.

Success is Built on Trust

As we became subject matter experts, Humana asked that we serve as Product Owners to author user stories, manage product backlogs, facilitate issue resolution and interface with development groups. We were trusted to lead sprint planning and management of release plans. That trust was the foundation for success.

Interested in Becoming a Client?

Related Content

Flat graphic of dna strands

Design +

Trish Russoniello

Nurturing Design DNA: The Funamentals

by Trish Russoniello

Illustration of woman on a conference call

Process +

Jane Amery

10 Tips for Facilitating a Successful Call

by Jane Amery

Monmouth Logo

Higher Ed Gets New Class of Digital Experience


Design + Strategy +

David Yurkanin

Design Sprints Drive Product Innovation

by David Yurkanin

Finance forms and graphs on desk

Process +

Walter Huresky

Determining Project Cost Performance

by Walter Huresky

Weichert Logo

Driving home digital business transformation


Abstract image of lines and boxes in 1 point perspective

Process +

Carolyn Ferguson

Traceability Keeps Project Scope + Requirements In Sync

by Carolyn Ferguson

Illustrated drawing of the William Tell story

Design + Process +

Jim Corcoran

Avoid ready, fire, aim design by applying cross-functional lean UX principles

by Jim Corcoran

AT&T Logo

Helping THE mobility brand move faster


Creative drawings jumping of a digital tablet

Design +

Pradeep Rompicharla

Improving digital experience using the solution studio

by Pradeep Rompicharla

Caterpillar changing into a butterfly

Process +

Jane Amery

Agile helps companies gracefully manage change

by Jane Amery

Growing Recycling Company Seeks Sustainable Digital Strategy


Process + Strategy +

Mike Simon

Beyond textbook: Practical solutions for agile enterprise transformation

by Mike Simon

Person walking on stones in a lake

Process +

Murthy Kolipakam

Three Simple Steps to Writing Business Requirements

by Murthy Kolipakam

Close up of person on laptop

Analytics + Marketing +

Gordon Forsyth

Before the search: Engaging new customers as their journey begins

by Gordon Forsyth

Illustration of coworkers celebrating

Culture +

William Meyers

We tried to create a place where we actually like to go to work everyday

by William Meyers

Illustration of people connected through digital

Culture +

Alex Shanley

It should be no surprise: The most important thing in digital is people

by Alex Shanley