Oscar Health.

Oscar Health

How might Oscar Healthcare stand out as the aspirational and valuable healthcare service within today's demographics? 

UX Design   |   UX Research   |   Visual Design




As the UX Designer + Interaction Designer, I conducted research, audits, strategies, and design proposals for Oscar Health as a case study.


  • Understand the modern ecosystem of healthcare in the US

  • Understand Oscar Health's current business + design strategy

  • Understand Oscar Health's competitors and current services

  • Position Oscar Health as the aspirational brand for healthcare services (think making it the Disneyland of healthcare)

  • Refine its capabilities for its niche targets



First Impressions

For the initial research and overview of Oscar's UX audit, I examined their offered services, their brand language, the mobile features, current strategies, signature experiences, and customers' needs. The ecosystem of their brand experience (below) addresses different access points for individuals to maintain their health. Their approach is a different and fresh take on health insurance. They make the experience in healthcare simplified, friendlier, and fun.

  • Their consumer-oriented strategy leans towards the mobile experience

  • Their audience are aimed at young adults (26- 35 years old) who are generally healthy, physically fit, and tech-savvy.


user research

In order to strengthen Oscar Health as the most necessary healthcare experience in the market, I conducted a thorough analysis of its current business strategy and prospective future strategy which included a competitive analysis of its competitors, strengths, weaknesses, threats, and opportunities. 

Although Oscar Health is unique in its refreshing brand voice that appeals to millennials and young working professionals, it hasn't been able to compete with healthcare giants and competitors such as Aetna, Kaiser Permanente, UnitedHealth Group, TelaDoc, Doctors on Demand with millions of users…

It is still a small scale venture (90, 000) compared to healthcare giants such as Aetna( 37.9 million), UnitedHealth (millions),  Kaiser (11.8 Million)…

Health positions itself as a functional/beneficial service. What it needs to do in the next few years is position itself as an aspirational service- (think of it as the Disney of healthcare, like THE service to have)…

Oscar Health must quickly  communicate and offer services that are valuable, immediate, and innovative…

The SWOT Analysis informed the type of opportunities that Oscar Health should be offering…

Its weakness was aimed towards one particular one target audience; young, healthy millennials who don't necessarily seek out health insurance immediately…

With other healthcare services adopting telemedicine and integrating digital/mobile experiences as well, Oscar Health may not seem as innovative as its competitors. 



The thorough research informed my proposed strategy, identified weakness, and provided opportunities for Oscar's current core capabilities.

The game plan:

  • Offer packaged services that cannot be found easily with other companies

  • Address different demographics with unique health needs

  • Change the brand and visual language


No need to invent the wheel

Oscar Health actually has a solid service architecture that we could build upon; it provides core features that address physical health and mental health, offers telemedicine services, rewards systems, and long-term discounts for existing consumers. In order to attract new consumers, it needs to develop services for niche targets. 



Pregnant women, new moms, and newborns were important target demographics that Oscar has not yet turn its attention to before. In 2017, $18.25 billion reported in sales were spent on products for babies, feminine, and family care which shows a market that required attention. 



Oscar's current capabilities are actually adequate but it still needs refining. It needs to implement services that are specific to assisting pregnant women and moms.  By listing out the current features, I mapped out what each interaction would achieve. 



Initial Information Architecture of the mobile application

Initial Information Architecture of the mobile application

Various user stories & situations

Various user stories & situations

Based on a sample study conducted on OptimalSort, these services were the most requested by mothers.

Based on a sample study conducted on OptimalSort, these services were the most requested by mothers.


Remembering who I design for

Creating this rudimentary map was helpful in guiding me back to the goal: providing accessible healthcare for moms + their babies with a more personal and careful package. Often I strayed away from this and I'd make various suggestions and solutions that strayed a bit too far from this goal. Having this map in front was helpful in reminding me what was really important

Creating this experience map of the three stages of pregnancy allowed me to pinpoint different opportunities that addressed their pain points.

Creating this experience map of the three stages of pregnancy allowed me to pinpoint different opportunities that addressed their pain points.




New features allow a more personal and tailored services to expecting mothers. 



campaign opportunities:

There are opportunities to promote Oscar's new niche campaign such as:

  • Mother's Day

  • Brand Partnerships i.e. P&G's "Thank You Mom" campaign

  • Mindfulness + Yoga Studios


Brand voice:

Oscar's current illustrated ads shows little of the people that use and need its services. The new ads must reflect a more human approach.