MyCoverage
Re-imagining a Portal for Insurance Policy Owners
Context:
Atlantic American, the parent company to Bankers Fidelity Medicare Supplement Insurance had recently acquired Bankers Worksite Insurance, a company that sells ancillary insurance as a part of employee benefit packages. Acquiring this new company meant the need to reimagine the customer portal to account for these new user types.
Defining the problem:
How can we make the portal accessible for two drastically different user types?
How can we remove friction for current users when accessing coverage info, filing claims, and billing and payments to ultimately lower the amount of customer support support tickets?
My role:
Lead UX Designer
The team:
1 Project manager
1 Front-end developer
3 back-end developers
Target users:
Research Methods:
Support-ticket & call-transcript analysis
Key output:
Ranked list of top task failures
Contextual interviews with users
Key output:
Qualitative gathering of needs pain points
Usability testing on existing portal
Key output:
Baseline task completion rates
What we learned:
Both user types think in tasks, not departments.
“I just want a quick way to get in, find my policy, my billing and payment info, maybe see a claim status. The current
navigation has me clicking all over the place to find some of these items.”
An online claims process is a must.
A paper claims process is outdated and a major deterrant for customers.
“I would consider dropping my policy if there will never be a way to file online.”
Jargon was a silent blocker.
Terms like "explanation of benefits," "coinsurance," and "prior authorization" caused members to disengage or misread what
they owed not because the number was wrong, but because they didn't trust their own understanding enough to act on it.
Accessability is a must for older customers, but younger customers also prefer a clean navigation and look.
Many elderly customers expressed issues with being able to see due to low contrast or design elements that did not conform
to WCAG standards. “I don’t need fancy designs. I want plain clear text that is easy to see.”
User Journey Map:
Defining the Solutions:
Redeisgn the nav bar tabs for clear understanding of where to access policy info, claims, payments & billing, forms and FAQs. Use high contract colors for easy visibility.
Clean up the UI. Design using WCAG standards, including a screen reader and keyboard-only options.
Remove background colors that create accessibility issues (e.g., blue text on a light blue background which makes reading text by those with color blindness extremely difficult.
Create a chat bot to allow for self-service help and drive down call center volume.
Create an online claims process.
Allow for multiple product claim types where needed.
Make the claims language action oriented for clearer understanding of how to file.
Mapping the claims process:
Having numerous different insurance products meant that the claims process needed to be carefully mapped out to account for situations where more than one product applied to a claim.
Usability Testing, Outcomes & Impact:
After launching, over the next year we re-tested the portal with users for qualitative feedback . We also re- measured task
failures and support ticket volume. The results were a success.
- We had a 22% reduction support call volume by the end of the year, including a self-service completion rate for filling a
claim, understanding benefits and making payments.
- Reduced legal/compliance exposure by meeting WCAG 2.1 AA ahead of the accelerating regulatory deadline for federally
funded plans.
- An increase of NPS scores by 26% from user surveys.