HEALTHCARE INSURANCE - 2021
Reimagining a Digital Front Door for Health Insurance Members
Role
User Experience Lead
Services
Product Design, Concept Vision, Project Execution, Design Systems
Project Overview
This project focused on redesigning a health insurance member portal to improve usability and member experience. The existing portal was outdated, with clunky navigation that made it difficult for users to understand and manage their benefits.
The Challenge
Members of the insurance provider portal where having a difficult time navigating the site, and clearly understanding their benefits. This added up to dissatisfied members, and increasing customer service calls. Additionally, even customer service had a hard time helping members on the site.
Key Results
Improved Navigation
Benefits Education
Improved Experience
Modernized Platform
Methods
User Interviews
Stakeholder Interviews
Surveys
Workshops
Design Thinking
Role
UX Lead
Team
4 UX Designers
1 Co-Lead
The Solution
A unified, guided, and easy to use member portal, enabling a clear understanding of where to go, and what member benefits were available to members, at a personalized level.
DISCOVERY
Defining the probelm
Listening to the problems of the users…
Identified Pain Points
01
Insights & Actionability
Information overload or gap between the primary information available to the user on the dashboard to gather insights and encourage actions.
02
Discoverability
Accessing important information is challenging as users try to navigate between bills, deductibles, approvals etc.
03
Information Inaccuracy
Connection between outside parties (Vendors, Medicare, PCPs, etc.) and users’ overall health outlook is broken, and inaccurate information is presented at times.
04
Lack of Clarity
Despite the benefit snapshot, users do not find the information they need when concerned about their benefits or trying to understand them in detail.
05
Inconsistencies
The need to access 3rd party site for information (sometimes hidden behind a login) breaks the control the business has on visual language and the digital experience.
06
Transactional Relationship
Users seem to only use the portal when there is a life event, they are sick, or they have an issue to resolve.
Goals, considering discovery outcomes
Value-add Clarification
Plan details need to highlight the additional rewards included for members, beyond just their benefits.
Transitional Guidance
Guide members through insurance transitions in an easy and informative way.
Self-serving Savings
Offer self-service options especially when it comes to finding ways to save money through avenues provided by insurer.
Historical Logging
Provide a log or history of what has happened in regard to a members health and interactions.
Third Party Data
Utilize 3rd party data to improve user access and reduce user tasks for common interactions.
Cohesive Life Experience
Design an experience that is proactive, dynamic, and accustomed to their everyday context- especially first time users.
How I planned for our team to get there
Discovery
With the Discover phase, we dove deep into aligning with the business stakeholders to build an in-depth internal understanding of the current services, offerings, segments and solutions. It focused on building an accurate assessment of the business objectives, constraints, success criteria and identifying hurdles within the current service ecosystem.
Goals
• Align with the business
• Understand the current state
• Uncover the vision
• Identify hurdles within the current ecosystem
• Build an in-depth internal understanding of the current services, offerings, segments and solutions
• Focuses on building accurate assessment of the business objectives, constraints, success and criteria
Deliverables
User Flow Map
Stakeholder Questionnaire
Business Priorities Vision & Metrics
Research Objectives & Plan
Research Questionnaire
Research
The Research phase focused on synthesizing the data collected during the discovery phase into insights. It was then used to aid us in reframing and distributing focus on areas of the user’s experience that weren’t captured in past engagements. From there we conducted Interviews with users to align business objectives with members needs and desires in preparation for the ideate phase.
Goals
• Conduct primary and secondary research to validate existing offerings
• Capture the voice of the customer and Identify gaps in the member experience
• Conduct qualitative and quantitative research with recruited participants from the target audience
• Shadow users as they go about using the solutions/alternatives to accomplish their related tasks
• Derive insights and bridge the experience gaps
Deliverables
Defined Problem Statement
Research Insights
Opportunity Areas
Current Member Journey
Ideate
During the ideation phase we formed ideas and connections exploring opportunities based on the insights we discovered in the research and discovery phase. The objective was to define an idea or a set of ideas in terms of its depth, scope, future, and whether or not it caters to the requirements scoped out from our stakeholder interviews, business objective, and user needs and desires.
Goals
• Explore the horizon of conceptual possibilities
• Develop a foundation for experience innovation
• Rapidly prototype ideas to fill in any gaps that exist in the experience
• Create a foundation on which to build the new experience in line with IBC's vision
Deliverables
Member Personas
Concept Story Board
Future-State Concept
Design Principles
Potential Visual Direction
Validate
In the validation phase, we aimed to get feedback about our concepts from IBC Stakeholders, potential users, as well as provide a plan for internal testing among IBC members. We were looking to explore how users felt about the concepts created, as well as gain insight on what works or doesn’t work, and potential improvements to the experience of the concepts presented.
Goals
• Define and verify the direction towards a desired future state
• Focus on involving key participants in the ecosystem to identify ideas that are resonating with different participants
• Develop cohesive concept that moves a step closer to the desired experience
Deliverables
Prototypes & Testing Outcomes
Future-State Innovation Canvas
Tech Alignment
Product Roadmap
Prioritized Feature List
Design Solution
Using Data and User Insights to inform design decisions
How we designed it
#1 We Listened
From stakeholder interviews, to user surveys, to digging into analytics and customer service calls, we were able to derive key insights, pain points, and synthesize and build hypothesis to test with users and stakeholders.
#2 We Clarified and Validated
We held consistent conversations to itterate, validate, and adapt our understanding until we knew where we needed to go.
#3 We Iterated
Based on the data we were able to collect from discovery and research, we were able to begin piecing solutions together from prioritized pain points and explore how they would impact the users and their experiences.
#4 We Delivered
The aoutcome was a concept, and extended features that would bring joy to members and help them engage with the business in a way that eases the frustrations they were facing.
Key Design Solutions
Impact and Results
Client Feedback: The client was delighted with the results and integrated the concept into their platform.
User Feedback: Members and business leads provided positive feedback, with most issues related to device-specific technology limitations.
