Reimagining Premera Blue Cross’s customer-facing healthcare insurance claim submission website
User
Health Insurance Members
Time
4 Months
Tools
UserTesting
InVision, Sketch
My Focus
Redesign
Usability Testing
Overview
During my Summer 2022 Internship at Premera Blue Cross, I focused on improving the member-facing healthcare claim submission website.
This project highlights the next iteration of the claim submission experience for health insurance members. In my first experience working in healthcare, I learned to acknowledge my assumptions while designing and finding supporting reasons from research.
My role was a sole UX Researcher + Designer, collaborating with a Senior UX researcher, a UX designer, and a Design Strategist.
Healthcare claims are submitted every day. Vision claim is one of the major claim types for which health insurance members submit reimbursement through Premera’s websites. However, the current claim submission process is relatively slow due to some manual processes to ensure accuracy. As the high-fidelity prototype of vision claim submission has been developed, the usability of the design remains unknown: Do people understand the claim submission processes? Do people submit claims accurately?
How Might We
improve the existing experience regarding speed & accuracy of claim submission for health insurance members?
Usability Testing Uncover Pain Points
Before diving into designing with “How Might We”, I planned and conducted a moderated usability testing on UserTesting to reveal challenges real users have with the existing claim submission prototype. Later, I used affinity diagramming to cluster and consolidate the qualitative data that uncovered “why”.
Top 3 Pain Points
1
80% of Inaccuracy due to information inconsistency
2
4 of 5 participants were confused about flow and navigation
3
Accessibility issues
HOWEVER, Explorations Need Supporting Reasons
One of the design explorations I have was to solve the pain point “4 of 5 participants were confused around flow and navigation” by redesigning the progress bar. However, I realized all my explorations were based on my OWN preferences or assumptions like “users like interactive designs” or “users can easily correct mistakes or backtrack on choices made”.
Design Decisions
I listed out the pros and cons of static and dynamic bars - however, I found it extremely hard to advocate for any of the designs as it was hard to find supporting reasons. As I communicated this with my mentor, I learned to advocate for my design and find design reasons from:
Supporting user data (quotes and observations)
Best practices (prevalence design, N/N groups)
Usability and UI design rules (e.g. accessibility)
Design Decision + Pain Point 1
+
1
80% of Inaccuracy due to information inconsistency
Design Decision + Pain Point 1 + 2
+
1
2
4 of 5 participants were confused around flow and navigation
Design Decision + Pain Point 3
+
3
Accessibility issues
Next Steps
Next round of usability testing: Discoverability of interactive progress bar
Understand project life cycles and business aspects
Collaborate with the development team to understand technology constraints
Reflections
Empathy for customers + colleagues
Design to help improve customer's lives and think in the shoes of colleagues in collaboration
Data and assumptions all need to be acknowledged
User data = understanding others, assumptions = understanding ourselves
Consider more of redesign/research consequences
Think more about the consequences of changing design and weigh it
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