Aflac
Aflac is a Fortune 500 company, providing financial protection to more than 50 million people worldwide. Aflac‘s long-term strategy for growth is to develop relevant supplemental insurance products and sell them through expanded distribution channel. Aflac wanted to empower the end user to be able to purchase Supplemental insurance and manage their policies independently. I was leading the Customer/Member portal redesign activity.
GOAL
Goal is to redesign all three portals, thereby increasing sales & customer service.
Analyze the existing Claims flows.
Understand user needs/business needs.
Redesign claims flow to improve user engagement & decrease support call volume.
OUTCOME
Redesigned application has gone live by the end of 2020, increase in sales target And customer engagement. Decrease the claim submission process time by 20%.
CLIENT
Aflac
ROLE
Lead Product Designer
TIMELINE
6 Months
STATUS
Shipped
TEAM STRUCTURE
12 designers
Lead UX designer
UX Director.
Discovery & Research
Heuristic Evaluation
I conducted heuristic evaluation of the existing application and identified Key improvement area, pain points etc.,
Since most of the research data has been provided by Aflac, I got the chance only to do some desk research and analyze the existing research data in this project.
Strategy
Approach is to keep it simple & redesign the flow and process.
Allow 1 designer to be part of requirement sessions to understand the high level use cases &
plan for the actual design work.A centralized design team a UX director & UX Program manager, handling the overall Program. While each Lead is responsible for the portal delivery. (I was responsible for the customer Portal).
Common design library shared across the team using Adobe XD, Leads and UX director will be responsible for the governance. Each Pod will have Senior UX designers, UX designers, visual designers.
Work in sprints to complete features based on product managers/product owners road map.
Problem# 1
Claim submission process of Aflac is broken & cumbersome User has to enter the same information twice to complete the claim process.
ANALYSIS
Based on research Identified that the claim submissions process is not clear, which resulted in high support call volume. Agents spend lots of time explaining the submission and claim approval/denial process.
Design Concept
Based on the Analysis and research data I created concepts for Aflac Customer Portal.
Goal is to keep the design simple and responsive so that content stands out.
Redesigned IA
Redesigned Claim Submission Steps
In the redesigned flow, claim submissions process is broken into four easy steps Events, Facts, Review and Submit. Once the user submits the Claim user needs to acknowledge at the submit step to complete the process. All the user entered information will be auto saved and the user could revert back to the claim at some other time when they log in.
User/Business Feedback
I presented the design solutions to users & business. Overall the response was satisfying,
Most of the users like the modern approach and the hassle free way of switching locations, task.
Received Positive feedback on the robust & dynamic nature of the application.
Agents like the task based approach vs the role based approach in legacy.
Most of them agreed that multi-tray could be a huge time saver.
Few agents felt a dark mode will be helpful for them, because they work in all weather & conditions.
Business users felt that task based approach is good but on a long term, when the process are streamlined a role based approach would be better.
Next Steps
Understand project plan & roll out strategy for Safe Trac 2.0.
Kick off project, share common understanding/goals, plan, Identify resources, timeline etc.,
Rollout UX strategy of research, design, usability testing plan vs budget & timeline.
Plan & test prototype to identify gaps, user expectation & business alignment.
Implement analytics to understand the overall apps performance.
Measure user success rate and report to business team.
Ensure Delta’s business metrics for 2019 is met.