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Improving the Member Experience
Client: Pacific Blue Cross
Role: Research and Product Design
Project Timeline: 1 year
Estimated Read Time: 3 minutes
Note: Due to organizational privacy and security reasons, this case study primarily focuses on one major category of work for this client on improved CX through one of the digital touchpoint. I would be happy to talk about the larger breadth of work involved with this client.
Summary
Pacific Blue Cross (PBC) is one of the largest providers of health insurance in British Columbia. Like most major insurance companies, there is a system that customers members are able to use to manage the use of their healthcare insurance – such as making claims. As a large enterprise that has integrated tech as part of their business, there have been many opportunity areas to improve the experience customer touchpoints.
Goals
- Refine the current experience of digital touchpoints available to align with customer expectations
- Facilitate member needs and tasks
- Design for scale to account for future business and customer needs
Approach
Design work with PBC touches many departmental stakeholders, operational staff and technology. There is a blend of agile, project based and waterfall. When possible, a high level of collaboration with developers and stakeholders is targeted. Each project has a bit of a bespoke approach given the variety of complexities, stakeholders and other business nuances involved.
The Work
Scaled Member Portal
A multi-page approach to the Member Portal facilitates scaleability and refinements to the design improves the user experience with wayfinding, findability, comprehension and the experience of completing tasks.
Improved Disability Coverage Management
The scaled Member Portal assists members on disability leave to better understand their disability claims, remittances and return-to-work plan for short and long term disability.
Enabling Digital Correspondence
In order to replace paper mail and meet customer security, digital correspondence via the Member Portal was made available. An end-to-end experience needed to consider how necessary correspondence is detected and automated to how a member is made aware that they have correspondence to how they are able to access the correspondence and take necessary actions.
Digital Service Requests
Service Requests have historically been processed via paper forms that are mailed in or via digital forms that are emailed in. The Service Requests have begun to be refined to be online forms that can be completed via the Member Portal. One of the major achievements was the redesign of the complex medical history intake form. A heuristic audit of the customer and the administration experience discovered gaps which resulted in not only poor CX, but also difficulty for administrators to parse the data received. In this role, I led the co-design of this form with member administrators to lead to an improved form with improved form logic and UX to integrate well with the backend systems and operational workflow.
The Redesigned medical questionnaire showing an improved user flow and experience for customers focusing on the ability for customers to easily add information linearly. This new form design improves the facilitation of the backend processes that administrators are involved in.
Before
After
Outcomes
The various projects related to improving the customer experience of digital touchpoints has achieved:
- Improved customer experience in current and future states
- Enable the organization to more flexibilty add to and scale the Member Portal
- Improved ability for customers to complete service requests and for it to be processed
- Reduction in administrative and operational costs for processing service requests