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UCare, a Minnesota-based health insurer is one of the largest (not for profit) Medicaid plans in the United States, is committed to improving the health of its members and the community. Known as a "people-powered health plan," UCare needed its digital experience to reflect this part of its mission—scaling, modernizing, and setting itself apart while simplifying health care processes for members.
261%
Increase in website visits since the first month of launch
50k+
Documents swiftly migrated and organized in Content Hub
6x
Members are engaging 6x longer on the website than industry average
90x
Increase in launch speed capability and now releasing updates on-demand whenever the business needs them
The situation
UCare wanted to accelerate its digital transformation journey and sought a partner to lead internal collaboration, define a roadmap, and articulate a vision for the future.
With an array of data and systems inhibiting UCare from realizing true digital maturity, Horizontal Digital needed to take a different approach—one that would save time and costs while improving member experiences.
To realize this transformation, we determined that UCare's top goals were to:
The solution
A successful digital transformation starts with alignment. Horizontal Digital partnered closely with UCare to ensure all teams were working toward the same strategy and goals. Breaking down silos was crucial to delivering a more cohesive member experience, so we developed a Digital Experience Transformation roadmap.
By bringing together stakeholders from marketing, customer service, IT, and other departments, we identified key friction points in member experiences and the technology gaps hindering efficiency. Additionally, direct interviews with members provided critical insights into their insurance experiences.
From this discovery process, we mapped UCare's entire member journey across marketing, enrollment, and renewal touchpoints. Our team then outlined the people, processes, and tools required to implement the transformation—prioritizing initiatives based on impact and cost-efficiency. This tangible plan provided the clarity needed to secure executive buy-in and drive meaningful change.
“Horizontal’s connected experience workshop gave us the clarity and direction we needed. It wasn’t just another strategy session. They partnered with us to uncover what would actually move the needle in a step-by-step technology and design plan.”
Brian Kopp, Associate Director of Digital Transformation
A core component of UCare’s transformation was moving to a HIPAA-compliant, scalable digital platform. By integrating UCare’s member data and site content onto Sitecore XM Cloud, we created a flexible, headless, and composable architecture that serves as the foundation for future digital growth.
XM Cloud’s cloud-based infrastructure provides:
Enhancing UCare’s Online Member Account (OMA) experience was a top priority. By integrating 24 APIs and using XM Cloud, we are ensuring members can instantly manage their healthcare plans, make payments, and see key documents. This modernization not only streamlines member interactions for satisfactory experiences, but also reduces operational costs and contact center calls.
Additionally, integrating Sitecore Content Hub allowed UCare to enhance its content management efficiency and get plan information to members faster. With this digital asset management tool, UCare teams can update content in a centralized location, reducing manual work and making information more accessible while maintaining compliance and security.
The results
Successful digital experience transformations hinge on choosing the right systems, data sources, and processes to support seamless member experiences and faster ways of working. By aligning people, processes, and technology, UCare successfully modernized its digital ecosystem—setting the stage for continued innovation and improved member experiences.
Ready to create a connected experience that drives ROI? Our experts are here to help you achieve your digital success.
