Brand acquisition = brand integration
Since the purchase of Surest by UnitedHealth Group in 2021, Surest knew integrating our systems into UHG’s would be a matter of course.
Our largest integration endeavor to date was integration Surest members into the HealthSafe ID system.
People don’t want to think about logging in. Now you have to make them think about it
To get people to pay attention you have to disrupt them. Using patterns we knew to be disruptive and undesirable under normal user conditions, we were able to catch people’s attention and force them to perform a behavior we otherwise would not have been able to force them down.
Surest login screen before the HealthSafe ID integration.
HSID launches and we need people to start switching over
The solution:
Polite yet persistent interruptions in the experience to remind people they would be required to switch how they login to their healthcare experience.
What the transitional experience looked like, below. Read left to right
I’m a member who wants to ignore the top prompt when I go to login and used my credentials instead.
This interstitial screen interrupts a member when logging in, so they know —once again— HealthSafe ID is coming and you need to switch.
The home screen had a banner in a color associated with semi-urgent alerts. This banner appeared only on the home screen in the experience
Project Success:
Through our progressive campaign we were able to get members to switch at a trickle rate to the new system. This also gave our team time to act on feedback from users about their experience with the HealthSafe ID system and how we needed to inform users.
This project showed the importance of a team that is united on iterative work.
The Numbers
We learned it doesn’t matter how great your marketing campaigns are if the login integration portion you don’t control and cannot control, is hard for people to navigate
We had 25% of members registered for HealthSafe ID by 1/1/2025