Simplifying Health Insurance management
Health Insurance customers had major complaints dealing with the health insurance managing app. Customers resorted to contacting support with basic requests, tying up email and support lines causing increased support costs.
Discovery Phrase
The kick-off started with initial workshop involving the client. During this session, we delved into the product strategy, identified business and team challenges, and analyzed customer segmentation. We also delineated the primary objectivesfor the project:
- Understanding the user pains and needs with the current app
- Increasing in-app claims submission
- Elevating the current user experience.
- Identifying prospects for innovation.
Moving forward with the insights
The analysis of previous customer support logs facilitated the identification of frequently asked questions and complaints. Utilizing affinity mapping, we categorized these invaluable insights. Additionally, we recorded app sessions and conducted user interviews. Although I won't delve deeply into the findings, some prevailing themes were:
- Many users faced challenges in submitting claims and uploading reimbursement documents, leading to skepticism about getting their money back.
- Users encountered difficulties in locating content categories due to inadequate navigation.
- Users expressed interest in interacting with customer service through the app.
Define Phrase
I outlined the jobs-to-be-done to refine potential opportunities by crystallizing users' implicit motivations and objectives.
I outlined the jobs-to-be-done to refine potential opportunities by crystallizing users' implicit motivations and objectives.
Before embarking on the design process, it was imperative to outline success metrics and ascertain the redesign scope:
Before embarking on the design process, it was imperative to outline success metrics and ascertain the redesign scope:
Ideation
To establish the product-market/problem-solution fit, a value proposition workshop was conducted, wherein stakeholders delineated how the product engendered benefits and alleviated customer concerns. This led to the prioritization of the value map. Subsequently, job stories were drafted based on this.
Before embarking on the design process, it was imperative to outline success metrics and ascertain the redesign scope:
- Amplifying in-app submissions.
- Minimizing time spent on claims submissions.
- Enhancing navigation.
- Mitigating cognitive bias.
- Enhancing users' health management.
- Augmenting customer engagement and trust.
- Elevating customer experience and communication.
Ideation
To establish the product-market/problem-solution fit, a value proposition workshop was conducted, wherein stakeholders delineated how the product engendered benefits and alleviated customer concerns. This led to the prioritization of the value map. Subsequently, job stories were drafted based on this.
Simplifying reimbursement
A key insight discovered during research indicated the lack of reimbursement status information. To address this, the reimbursement overview was introduced, enabling users to scrutinize drafts and submitted claims in detail, while simultaneously providing reimbursement status visibility.
A key insight discovered during research indicated the lack of reimbursement status information. To address this, the reimbursement overview was introduced, enabling users to scrutinize drafts and submitted claims in detail, while simultaneously providing reimbursement status visibility.
Enhancing discoverability
The "My Health Profile" function empowers users to retrieve specific data by responding to tailored questions. This dynamic approach ensures a personalized experience, thereby enabling information optimization.
The "My Health Profile" function empowers users to retrieve specific data by responding to tailored questions. This dynamic approach ensures a personalized experience, thereby enabling information optimization.
Users have the option to create a personalized health profile that provides customized information and services. It is easy to modify or delete any information entered at any time.
By offering contextual information visibility while navigating through product details, users can better understand the content and context of the information.
The redesigned home screen provides users with a variety of options, such as:
Select among many subjects such as kids' offers, healthy lifestyle, asthma, family care, back and orthopedics, and more
Select among allergens so suitable medications could be suggested at the digital pharmacy.
Improving user engagement
By furnishing contextual information visibility during navigation through product details, users are bestowed with a heightened sense of context and content visibility.
The previous homepage only allowed to select between 5 destinations (my contract, mailbox, contact, products, bills, and my health). The rest of the options were placed in the hamburger icon. The best choice for discovery was to splay them out in a tab bar and on the homepage using a scrolling feed.
- Create a health profile
- Look for doctor's and overview appointments history
- Submit a sick note
- Overview previously billed prescriptions
- Submit and accident claim
- Overview preventative care examinations
- Access to digital health services for free content and help
- Access to preventative healthcare articles
- Contact customer service
Access core functionalities (my health, reimbursements, document upload, mail) with one tap and allows rapid switching between features without the need to retreat to the app’s home screen.
Evaluation
We have identified the tasks we intended our users to achieve.
We have identified the tasks we intended our users to achieve.
KEY TAKAWAYS
- Users found the dropdown for selecting interesting fact categories to be a bit annoying. Therefore, a new UI design is needed for the dropdown.
- Users reacted positively to the health profile feature. However, it was identified that placing the health profile section in the tab bar, instead of the homepage navigation blocks, improved user experience.
- Although it wasn't originally planned, users expressed interest in having a search function for the reimbursement section.