OBJECTIVE
UnitedHealthcare, one of the largest health insurers in the United States, sought new, customer-centric ideas for improving its health insurance products for seniors. 
APPROACH
  • Conducted Jobs to be Done customer research with seniors to learn about their health goals, needs, and motivations 
  • Used quantitative methods to isolate the most acute customer needs and define target subcategories where UnitedHealthcare had a competitive advantage
  • Developed product and service concepts with the UnitedHealthcare team  
IMPACT
The Jobs to be Done research was a powerful reminder that emotional health needs are just as important for seniors as physical health requirements. Our work with UnitedHealthcare led to several new product and service concepts addressing a more holistic set of senior health needs.
JOBS TO BE DONE