Healthcare open enrollment 2018
User goal: Improve user experience, create a seamless user experience and meet the accessibility mandate. This will help customers to purchase the health plan online during open enrollment with ease.
Business goal: Implement a web-based digital sales platform for customers and agents that result in operational savings.
Opportunities for improvement
1. Identify user persona
Once members purchased a health insurance they would have to wait for about 2-3 weeks to get their ID card in the mail.
2. Seamless experience
Users needed an ID card in order to create a new web account which they get to know after going through first step.
3. Improve sales
Very long process and many steps to go through to create a new account which led to frustration and not so pleasant experience.
I collaborated with customer service team to identify top frequently asked questions and connected with SEO and data analyst to identify online user activity. Based on this finding I connected with business stakeholders to create the ideal user personas.
Premera worked with the vendor who provided the platform for a shopping experience for Medicare market during open enrollment 2018. Premera hosted content and pages and there was the need to migrate almost all pages/content over to the vendor site.
I believe a usability test is a very important step of the design cycle. This step helps the designer to build user-centric designs. I used usertesting.com to run my tests.
Senior market shopping experience before migration
Improved user experience and that resulted in over 30% operational savings.