Mike Franke
UX | CX | Design | Video

Getting completion rates to 96%

Users were dropping off and not completing a critical insurance lookup. By understanding the current workflow and its pain points, we increased our Completion Rate to 96%.

The Details

WHO: A web-tool for insurance coverage. Done for a large global pharmaceutical company

WHY: Usage and completion rates for their tool were low which affected patients using their products and ultimately, revenue

WHAT: UX Audit, Stakeholder Interviews, Usability Testing, Sketching, Wireframes, UI Design

RESULT: Improved our Completion Rate to 96%.

 

 

Stakeholder Interviews

Lots of calls in little time! Interviews helped us understand our users and all of the moving parts of insurance coverage.

The Details:

  • Open-ended questions were used to uncover the process and current experience for users.

  • We wanted to understand what pain-points users faced throughout the process.

  • Dealing with health insurance is a complex task, how can we simplify this for patients?

Key Findings: 

  • There are multiple complex steps involved in the process. 

  • The actual insurance look-up can take up to 5 minutes... in internet time! We needed to speed this up.

  • The insurance coverage look-up is a critical step in getting patients onto their brands, which affect the client's bottom-line. 

Imagine if signing up for Spotify looked like this?!

Imagine if signing up for Spotify looked like this?!

Mapping the Current Journey

I created a workflow to visually detail what the current process entails for users. We also looked at data/metrics.

Key Findings

  • The current User Journey had lots of branching and duplicated processes

  • We were asking the user to make many important decisions throughout the process which could lead to drop-off.

  • The registration requested a large amount of info from the user, which led to high abandonment rates.

After ideation sessions, we generated a new user workflow.

After ideation sessions, we generated a new user workflow.

Improving the Experience

To the whiteboard! We ideated on simplifying the process.

Key Findings:

  • Eliminated duplicative processes.

  • Asking for less.

  • We moved our additional requests after a user completes registering. Get them in and retarget later with email communications.

An example of our interactive wireframes.

An example of our interactive wireframes.

Wireframes/Prototypes

We utilized interactive wireframes making it much easier for the client to understand the user flows, and any additional pain points. This also let us FAIL much faster and cheaper.

Key Findings:

  • Quickly moved between wireframes and prototypes.

  • Utilized an agile prototype process.

  • We failed FAST and EARLY, those learnings were brought through the entire experience

Getting as many people to try the experience before production.

Getting as many people to try the experience before production.

Usability Testing

Focus on who we are doing this for: the user. Prepping for production.

Key Insights

  • We discovered multiple places where users could get stuck in the work-flow.

  • We added "triage" tactics when users hit those stopping points, like calling a help specialist and passing important info to the call center.

  • We simplified the copy to make it easier  to understand

UI Design

I built out the User Interface while aligning to brand guidelines. We maintained communication with our development team throughout the entire process.

The redesign led to an improved Completion Rate of 96%
Here's a look at our XD file for this project. That's a lot of links!

Here's a look at our XD file for this project. That's a lot of links!

Takeaways

  • User Testing is invaluable in product design.
  • It is important to uncover "pain points" in your product
  • When users hit stopping points, offer them extra help to keep them in
  • Agile prototyping was a game changer for us.
  • We were able to FAIL early and FAIL fast with rapid prototypes and constant communication with our development team.