New Benefits Mobile App and Portal
New Benefits in a non-insured benefit provider, which are supplemental benefits to traditional insurance such as telemedicine, counseling, legal and more. Primarily a behind the scenes white-label company with “old-school methods”, New Benefits is looking to become the leader in technology within the insurance industry. The initial project became the mobile and web app platforms to enhance the user’s benefit experience.
Convert card in hand benefits delivery process to a digital platform that would allow all members to access their benefits through a mobile app or web portal. In addition to this primary goal came a number of high level objectives:
- Give members easier access to their benefits in addition to features that would encourage the use of the services.
- Increase direct communication to the user through push notifications and other digital communication mediums tied directly to the mobile app.
- Make the the benefits measurable for the client, being the insurance broker, who sells the benefit packages to employers.
- Identify trends in the marketplace, so the company can make data-driven business decisions such as which benefits to off-load, onboard, promote and more.
- Create the mobile app and web portal with white-label capabilities
There are two primary audiences that had to be considered during this project:
- Insurance Broker – The insurance broker is responsible for selling our products to employers, associations and other groups.
- Member – The member (typically an employee) is the end user of the mobile app.
Role & Responsibilities
As the UX Designer on this project, I was responsible for the following:
- UX Research and Strategy
- Identifying, documenting and prioritizing features and stories
- Building end to end user flows
- Creating and presenting wire-frames
- Building interactive hi-fi prototypes
- Leading the offshore development team including architects, designers, and developers
- Quality Assurance Testing
- Ensuring KPI’s were met
Scope & Constraints
The existing CMS Legacy Systems created extreme limitations to creative solutions. This system was in the process of being replaced but we were forced to use it until then. Secondly, as a smaller company, there were some budget constraints that forced us to work with a very lean team until a promise of ROI was on the horizon. This did lead to some very efficient thinking and development processes.
The Creation Process
Design Thinking Methodology
To ensure we created the most adequate solution for our users after our first attempt, we used the double diamond approach utilizing a series of divergent and convergent techniques. Our solutions relied heavily on interacting with our users, gathering feedback on current pain points, awareness, perceived value and more.
After conducting 1 user research study with 10 existing members, using random sampling, we found that the majority of members were not aware they had the benefits available after being hired by an employer who offered them or becoming a member of an association. We also found that while a majority of our users from the study were not familiar with them, they did find them valuable and would use them if they could easily access them. Here are a few of the key questions asked during the interview process:
Are you aware of the benefits available to you?
Yes, I am very aware
No, i'm not aware of them
Do you feel any combination of these benefits would be of value to you in the future?
Yes, I find these very valuable
No, I don't find these valuable to me
Do you have access to your physcial benefit card currently?
Yes, I have it on me
I have it, but not on me
I don't know where it is
Findings From Research
90% of our testers preferred a mobile app platform to access their benefits vs carrying a physical card and wanted to be reminded of their benefits regularly. Multiple participants said it was preferred primarily because it “fits in with my existing day to day routine of accessing personal information such as insurance, banking info and even store coupons sometimes.”
“fits in with my existing day to day routine of accessing personal information such as insurance, banking info and even store coupons sometimes.”
Empathizing with Our User Base
In addition to the preference of digital over print, we found that our key audiences who found these products valuable, fit within three major categories: Tech Savvy Students, Working Parents and Modern Seniors. Empathy maps were created for each group and allowed us to dig deeper into the wants, needs and motivations of a more narrow target.
Impact of Research on Company Goals
After confirming that there was no issue with the value or validity with the product we had to synthesize our findings and convert them into a useful solution. To measure the success of this solution, without having a measurable baseline in place, we had to create our KPI’s based on the needs of the business and the users.
- Measure the use the each benefit accurately and gain an average use of 1 benefit per member per month by second quarter post launch.
- Determine which benefit is most popular statistically and consistent trends.
- Convert 20% of existing users to digital platform within one quarter post launch (roughly 100k users).
- Ensure members have a minimum 90% success rate on registration process.
- Gain and maintain an average user rating in Apple Store and Google Play store of 4 stars or better.
User Flows/Journey Map
With the user insights in place and the KPI’s established, we were able to build out the ideal Features and User Stories using the SAFe (Scaled Agile for Enterprise) methodology that would satisfy both elements. All Features were given a proper benefit hypothesis using a FAB Matrix and this helped guide the discussion around building the Member Journey Map and then Story Map.
My responsibility was to lead the UX discussion while aggregating all of this information.
Now that all the user flows were created and finalized, we could take them and organize them into a sitemap. This would become the companies EPIC and the teams’ guiding light for both design and development through phase one of the mobile app.
Wireframes & Hi-fi Prototypes
With our validated set of Features in the Program Backlog for ongoing delivery through the Continuous Delivery Pipeline I was able to start wireframing and prototyping. Initial approval from user testing was done with wireframes before finalizing stories and then creating hi-fi mockups.
A minimum score of 90% was required from our user testing in order for any feature to pass to the next stage of hi-fi mockup. This greatly reduced the need to work backwards. Each feature was was refined until it met this minimum criteria.