Case Study: Revamping the Patient Experience
Client: Leading non-profit health insurance company.
Challenge: Despite their aspirations to be globally renowned as a superior digital marketer, a significant volume of user complaints indicated that their digital experience was not up to par.
Objective: Transform the digital experience to increase user satisfaction and brand recognition.
Role: UX Senior Director
Strategy & Approach:
- Conducted a comprehensive Heuristic Analysis to identify usability issues.
- Undertook a Competitive Evaluation to benchmark against industry leaders.
- Held Stakeholder Interviews to understand internal perspectives and expectations.
- Developed detailed Personas to capture the needs and preferences of the primary users.
- Mapped out User Journey Maps to visualize the user’s experience across touchpoints.
- Refined the Information Architecture for intuitive navigation.
- Conducted Affinity Mapping and Card Sorting sessions to prioritize content.
- Tested the navigation structure using Tree Testing.
- Designed Sitemaps, Wireframes, and Prototypes to visualize the new digital experience.
- Validated designs with end-users through Lab Usability Testing.
Implementation: Rolled out a three-year transformation roadmap, encompassing multiple orchestrated initiatives and involving various stakeholder teams.
Channels Deployed: Digital platforms, social media, targeted display ads, mobile apps, and intranet.
Results:
- Within the initial two years of the roadmap implementation, J.D. Power awarded our client the top spot for overall customer satisfaction across 21 geographic regions.
- This was a remarkable achievement, given that the client had never previously been recognized on this list.
Takeaway: Through a systematic and user-centric approach, even longstanding digital challenges can be overcome to deliver exceptional results.