Making insurance Agents' Jobs Way Easier

 

Background

Redesign responsive, online experience for agents to quote, buy and support their clients' (individuals & groups) health insurance including planning for and tracking of healthcare and related health savings account(s).

Client: Highmark Blue Cross Blue Shield (enterprise size)

Consultancy: MAYA Design

Project Length: 6 months

The Team:

  • Project Manager, Researcher, Designers (2), Interns (2)

Personal Contribution:

  • User research: ethnographic, generative, & evaluative
  • Synthesis: insights, opportunities & design implications
  • Iterative design: sketches, user flows, low and high fidelity wireframes, information architecture diagrams, low and high fidelity prototypes, design pattern library
  • Workshop facilitation
  • Relationship management within multi-vendor project
  • Capacity building of human-centered design methods within client organization
  • Mentorship of interns

Deliverables: Research findings and design opportunities document, information architecture diagrams, design pattern library, design recommendations document (user flows & low and high fidelity wireframes)

 

 

User Research

Personal Contribution:

  1. Expert Interviews
    Interviewed key staff to gain insights and a qualitative understanding of current processes, gaps, and opportunity areas.
  2. Contextual Interviews
    Interviewed agents about their tools, processes and methods to identify pain points, unmet needs, and potential barriers.
  3. Participatory Design (image below)
    Created participatory design materials & facilitated participatory design sessions
  4. Usability Testing
    Created paper and interactive prototypes & facilitated usability testing
 
Co-design Method: Bullseye Diagram

Co-design Method: Bullseye Diagram


 

Synthesis

Personal Contribution:

Insights, opportunities & design implications

 

Sketching out initial findings

Sketching out initial findings


 

Iterative Design

Personal Contribution:

Sketches, user flows, low and high fidelity wireframes, information architecture diagrams, low and high fidelity prototypes, design pattern library revision/expansion

 

 
User flows: sketches of scenarios and steps needed to quote and then purchase health insurance

User flows: sketches of scenarios and steps needed to quote and then purchase health insurance

Interaction design: whiteboarding out interaction details that align with design patterns and discovering anti-patterns

Interaction design: whiteboarding out interaction details that align with design patterns and discovering anti-patterns

From whiteboard to web: the progress of wireframes

From whiteboard to web: the progress of wireframes

Wireframes for a design review

Wireframes for a design review


 

Outcome

It exists! (Evaluative data and feedback pending)

Feedback from one of the program managers:

"Cara and Francine are very insightful people. They grasp the concepts very quickly. Even though it’s very complicated, they are really able to come back with good feedback. I found them a joy to work with. And I’ve been around the block. If they see something that doesn't seem right, they’re able to provide good perspective." –Sandy Troia