Improve sign up experience for Premera.com
User goal: User should be able to quickly create an online account to view the health plan benefits and coverage
Business goal: Help users to self-serve online with accurate info and reduce the number of calls regarding sign up and coverage.
Opportunities for improvement
1. Without an ID card
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. Orphan accounts
Users needed an ID card in order to create a new web account which they get to know after going through first step.
3. lengthy and complex
Very long process and many steps to go through to create a new account which led to frustration and not so pleasant experience.
Design sprint helps to build products better and faster which are primarily focused on user's need.
The team was a collection of a product manager, analyst, customer service representative, test engineer, developer, content editor and a UX designer.
Identify user need
Team members talked about current user's pain points. We also analyzed call and web adoption data to understand major issues.
Sketch and prioritization
Each team members sketched their ideas on paper and shared with the team. Later we prioritized ideas based on major pain points and a possible solution that can be better for the users.
To understand current system flow was one of the most important pieces of the puzzle. I designed better experience map so the users can have a seamless experience while signing up with as minimal information possible.
I sketched low-fidelity paper prototypes to come up with multiple design options. The idea is to use paper and pen so less time spent on design and more time on thinking the flow. This helps the team to not think about the look and feel but the application process.
Low - high fidelity prototypes and visual design
My focus is user-friendly yet simple and elegant looking designs. Most users mentioned that my design is a well balanced using enough white space, proper use of colors and typography with decent interaction design.
How I measured success?
I looked up the conversation rate after adding SSN field to the account creation process and successfully reduced the customer calls by 22% per month. I also looked at the orphan accounts and see the reduction of 35% per month. Based on the few months of data we expect significant improvement with call data and customer satisfaction
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.