Entering the generic drug eCommerce market with no prior baseline, Optum Store needed to measure user behavior against company objectives from day one. I designed a KPI framework and dashboard suite serving Product CXOs, Managers, Category Owners, and Marketing alike.
Role Led the measurement strategy — KPI framework design, dashboard mapping, and stakeholder rollout
Optum Store entered the generic drug eCommerce market to simplify health purchases — but launching against established competitors meant proving the new journey worked from day one.
Optum Store competed directly with new-age startups and existing eCommerce giants in generic drug sales.
The core objective was frictionless, intermediary-free purchasing using HSA and insurance coverage at checkout.
Understanding user behavior against company objectives required a KPI framework that didn't yet exist.
A single dataset had to be reshaped into different views for four stakeholder groups, cover the full user lifecycle, and refresh on a recurring schedule.
CXOs, Managers, Category Owners, and Marketing each needed metrics tied to their own objectives from one data source.
KPIs had to span the entire user journey lifetime, from acquisition through purchase and beyond.
Metrics needed to be delivered on a weekly/monthly cadence, not as one-off reports.
Orders, visitors, and eCommerce funnel metrics were orchestrated into a single framework and surfaced through stakeholder-specific dashboards.
Orchestrated a KPI framework to measure the user journey through its lifetime, tied to Optum Store's product objectives.KPI framework
Used the framework to directly measure product objectives, not just generic traffic metrics.Objectives mapping
Created dashboards serving CXOs, Managers, Category Owners, and Marketing with metrics on a weekly/monthly cadence.Dashboards · reporting
Tracked orders, daily/monthly visitors, and eCommerce metrics including product views and cart conversion ratio.eCommerce analytics
The framework caught a gateway-related order conversion issue and enabled quick reviews of order and cart conversion to drive ongoing improvements to the user's purchase journey.
An order conversion problem caused by payment gateway issues was identified and fixed using the new metrics.
The same KPI-to-dashboard mapping pattern extends to future product lines within Optum's portfolio.
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