HealthSafe ID® is UnitedHealth Group's single sign-on front door across UnitedHealthcare, OptumRx, and Optum Financial. During a high-stakes upgrade of legacy logins, a two-analyst team migrated its tracking to the Adobe Experience Platform without losing a single data point.
Role Owned funnel analytics, monthly executive insight reporting, and A/B test design across authentication journeys on a two-analyst team during the AEP migration
HealthSafe ID is the single front door for 50–60 million accounts. If sign-in breaks, members can't reach their insurance, their pharmacy, or their health-savings money — and the calls land on Optum's help desk.
Members sign in to check claims, manage health insurance, and pull up medical ID cards — often only at moments of real need.
The same ID gates mail-order tracking and prescription fulfillment, where a failed login can stall medication a member is waiting on.
HSAs, FSAs, and HRAs all sit behind HealthSafe ID, tied to strict tax and enrollment deadlines members can't afford to miss.
People sign in only at open enrollment, tax season, or a medical event, so credentials fade from memory between visits. Every authentication funnel loses users to a different technical fault — and a concurrent migration of legacy myUHC logins put data continuity at risk just as traffic peaked.
First-time registration breaks when member data is missing or when what a person types doesn't match the format stored in enterprise HR records.
Forgotten credentials run into multi-factor delays, outdated phone numbers, and strict unique-email rules that trip validation faults.
Established logins still fail on stale browser caches, corrupted cookies, and low-bandwidth token faults that quietly drop people at the door.
Rather than risk a break in tracking mid-migration, the team rebuilt the identity analytics pipeline on the Adobe Experience Platform Real-Time CDP — centralizing every portal interaction while staying inside HIPAA boundaries.
Moved the full identity analytics pipeline off legacy reporting and onto Adobe Experience Platform, cutting over with zero downtime so tracking never lapsed during the login upgrade.Adobe AEP · Real-Time CDP
Connected the "onboarding handshake" so a member moving between insurance, pharmacy, and financial portals could be tracked as one journey, without forcing them to re-register.Cross-domain identity stitching
Replaced delayed reports with live data across all four registration steps — portal start, identity verification, MFA setup, and credential provisioning — so drop-offs surfaced as they happened.Real-time funnel visibility
Encoded constraints like blocking account-sharing setups while still tracking legitimate family policies — capturing behavior without ever exposing protected health information.HIPAA · PHI-safe mapping
The platform absorbed seasonal swings from a 5–8M monthly baseline to 20M+ at peak without losing data, keeping authentication observable through the riskiest phase of the legacy-login upgrade — and protecting business continuity exactly when it mattered most.
Cross-domain identity stitching tracks a member's onboarding handshake from insurance to pharmacy to financial accounts as a single, connected path.
Real-time funnel data replaced delayed reports, so the team could see exactly which authentication step was failing instead of finding out weeks later.
Monthly reports translated raw signals — cookie corruption, MFA latency loops — into answers product managers could act on, distinguishing missing-data drop-offs from design problems.
Smoothing authentication loops through data-driven UX changes kept member support lines from being overwhelmed during peak traffic — and proved that conversion wins were repeatable even inside strict HIPAA boundaries.
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