Case study

Optum for Business: Transforming the B2B Digital Experience

Overview
As part of a major initiative to modernize Optum’s B2B digital presence, I played a key role in redesigning and launching the Optum for Business website. This effort was aimed at creating a seamless, user-friendly experience that not only supported lead generation but also provided a foundation for scalable growth. Through data-driven decision-making, stakeholder collaboration, and UX best practices, we delivered an experience that aligned with the complex needs of B2B healthcare professionals.

Dashboard Design

Your content goes here.

Dashboard Design

Your content goes here.

Problem

Following an acquisition, Optum needed to unify multiple B2B digital experiences—each with varying levels of maturity—into a single, cohesive platform. The challenge was to reduce complexity, improve navigation, and enhance the lead generation pipeline while maintaining a user-centric approach.

Key issues included:

  • Fragmented experiences across multiple B2B sites
  • Lack of a clear information architecture, making it difficult for users to find solutions
  • Inconsistent user journeys, leading to drop-offs before conversion
  • Accessibility gaps, limiting engagement for all users

To solve this, our team reimagined the B2B experience from the ground up—aligning it with user needs, business objectives, and industry best practices.

Approach

1. Stakeholder Workshops & Future Visioning

To establish a shared vision, I collaborated with cross-functional teams in workshops using:

  • Journey mapping to align business objectives with real user pain points
  • MoSCoW prioritization to determine must-have vs. nice-to-have features
  • Competitive benchmarking to ensure industry-leading UX standards

This groundwork allowed us to define North Star goals for the new B2B experience: ✔ Personalized, intent-driven navigation
✔ Best-in-class accessibility & mobile performance
✔ Optimized content strategy for lead conversion

2. Data-Driven UX & Content Strategy

Leveraging insights from site analytics, heatmaps, and qualitative research, I helped define user flows that supported lead generation while reducing friction.

Key refinements:

  • Improved navigation using a streamlined megamenu to surface key solutions faster
  • Enhanced content engagement by prioritizing video content and digestible product overviews
  • Microconversions to gradually move users toward sales contact forms

3. Usability Testing & Continuous Iteration

Before launch, we validated our approach through prototype testing with B2B decision-makers in healthcare. Findings led to key refinements:

  • Personalized navigation improved engagement rates
  • Anchor links & scannable content increased time on page
  • Streamlined forms improved completion rates by reducing friction

To ensure long-term alignment, I also collaborated with the B2C team, sharing insights and design components to maintain a unified brand experience.

Results & Impact

🚀 35% increase in user engagement with the new navigation and content structure
📈 20% improvement in conversion rates for lead forms
🎯 Higher retention through microconversions, keeping users engaged throughout their journey

By integrating research, accessibility, and conversion-focused UX, the new Optum for Business site serves as a scalable, user-centered platform that continues to evolve based on data-driven insights.