Background
Customers engaging on need basis with their health insurance often end up using the support channels (calls or chat). The answers they are looking for can be easily found on the self-service app - if they log in. Low engagement also results in low insurance literacy, which leads to sub-optimum usage of their plan benefits and preventive care.
We conducted secondary research and studied analytics data to understand the current trends.
Process Overview
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Problem Definition
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Data Analysis
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Empathy Mapping
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Crazy 8 Ideation
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Rapid Prototyping
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Interactive Prototyping
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Concept Testing
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Research Findings
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Feature prioritization
What we learned
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Most customers visit their providers 4-5 times annually (medical, dental, vision combined)
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They log in to the myCigna about 2-3 times in an year
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This results in low healthcare insurance literacy (awareness about their coverage and benefits)
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Also increases their out-of-pocket cost
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16.7% difference in value from non-preferred vs preferred providers (more efficient)
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80% of users don’t meet their annual deductible
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Users don't trust insurance companies
Hypothesis
If we guide users to right care options, we can help them save costs and assure high quality care. In order to guide, we have to ensure their engagement with myCigna on regular basis. Engaging customers in meaningful ways will make them aware of their plan benefits.
Problem
How do we get users to log-in more often throughout the year?
Desired business outcome
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50% increase in user engagement for meaningful tasks
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Increase use of preventive care (e.g. annual checkups, flu-shots, screenings)
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Usage of preferred care choices (premium providers, home delivery pharmacy)
Conducted multiple design thinking sessions to iterate and validate our understanding and assumptions.
Frame
We refined the vision statement for the project - Be a trusted partner in their healthcare journey guiding them at every stage. We captured risks and problems that might stand in our way of this goal.
Empathize
I led the team to understand the users and their healthcare journey.
Ideate
Once the team had an understanding of the customer and desired outcome, I led the team with crazy 8 sketching exercise. Everyone, non-designers included, sketched a number of ideas that would help meet their long-term goal. Each team choose one to refine further. We presented and gathered feedback for these refined sketches, voting on specific features we thought would best solve our customer problems.
Define
Major concept coming out of the empathy and ideation session was articulated as a process flow with comprehensive team of senior business, product managers, SMEs, architects, and product owners. Feasibility, viability, legal and financial implications of the idea were vetted during this session.
Concept Testing
We tested the concept prototype with users who have registered with their health insurance but don’t use their app very often.
Findings:
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Users found the concept engaging, some thought it’s too good to be true
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Users were able to connect the dots - they were able to understand the benefit by doing the tasks
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Users found the badges concept confusing to start with but they were able to associate with their credit cards and coffee shops apps
Member Expereince
Based on the feedback from concept testing the experience was iterated with rapid prototyping. The business and product managers are working with client partners and marketing team to formulate the product and launch in the market.
I closely worked with content strategist to refine messaging based on the feedback from concept testing. I also paired with visual designers to integrate the design system standards.
