Health Benefit Cards on Uber Eats
Design lead | Live
Enabling Medicare Advantage members to use their health benefits (FSA/Flex Cards + HSA) on Uber Eats
Web + mobile | 1.5 month design process
Who are we designing for?
Meet Elise
Elise is a 73 year old Medicare advantage member. She wants to maintain her independence living alone while maintaining a healthy lifestyle and staying within her budget. Elise gets a number of benefits through her health plan, including a Flex card which she can use to spend on grocery, OTC and transportation.
User problems
When shopping at a grocery store, Elise isn’t able to tell what is/isn’t eligible for Flex coverage until she’s at the checkout register. She also might not have insight into how much balance is left on her card. This means, the moment of arriving to the checkout register can be a stressful one as she might have to pay with a backup payment method or change her items on the spot.
She often feels stressed & embarrassed for “holding up the line”. She feels like she can’t predict whether her payment will go through or if she’ll be over budget. And even if the checkout experience runs smoothly, in-store shopping can be tiring and weigh on her physically.
Business opportunity
Unlock managed food-related health benefits under Medicare Advantage and Medicaid Plans
Solution
Discovery*
Through her health plan comms, Elise learns she can use her health benefits on Uber Eats. *illustrative
Card onboarding
From her health plan portal, Elise is linked to Uber Eats where she is prompted to add her health benefit card details and begin shopping. *illustrative
Order creation
Elise chooses a grocery store and begins adding items to her cart.
Checkout
Elise can get a deeper look into which items, fees and taxes are covered by her health benefits as well as which purses they are being charged to.
Coverage breakdown
At checkout, Elise can see how much is being charged to her health benefits card and her secondary payment method.
Next steps
Upstream item eligibility
A tech limitation for MVP was that item eligibility could only be surfaced at checkout, which is near the end of the shopping experience. How can we surface item eligibility to users earlier in the shopping funnel (home, store, and cart building) to help inform their purchases?
In-app discovery and education
Right now, most user growth and onboarding starts with the health plan. How can we organically capture users in-app and educate users about the benefits they can use?