Aflac

Aflac is a Fortune 500 company, providing financial protection to more than 50 million people worldwide. Aflac wanted to empower the end user to be able to purchase Supplemental insurance & manage their policies independently. Aflac‘s long-term strategy for growth is to develop relevant supplemental insurance products and sell them through expanded distribution channel. In this Engagement I was part of the Customer Portal as a Lead UX designer, I was responsible for design/delivery of Customer Portal redesign.

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 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 STRUCUTURE
12 Designers
Lead Designer
UX Director

 
 

Discovery & Research

 

Heuristic Evaluation
I conducted heuristic evaluation in the current state applications and identified Key improvement area, pain points etc.,

User Interviews/Research
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.

 
 

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 the research data we got from Aflac it was evident that the claim submission process is not clear, this resulted in high support call volume.

 
 
Discovery (1).png
Discovery (2).png
Discovery (3).png
Discovery (4).png
Discovery (5).png
Discovery (6).png

Design Concept

Based on the Analysis and research data I created concepts for Safe Trac.
Goal is to keep the flow simple even through we have 5 modules to combine.
User should be able to view locations, modules from all screens. Key is to focus on task based approach, were any agent could be assigned to any task.

Problem# 1

Agents needs to work in multiple locations in a shift. To scan bag tags in BSO, Claims, Pier agents needs to log out and log in in each location. Switching from one location to other location & scanning bags is a time consuming process using the legacy tool. Application needs to be robust.

Wireframes - Location Change

 

  • User could navigate between location with out hassle.

  • User can change location in the application via scan or manually using the application.

Redesigned Navigation & Location Change.

Problem# 2

Existing navigation is 3 levels. Agent needs to go through the a step by step process to complete a bag tag related action. If the bag tag is wrong user needs to start the process from the menu screen again.

Flow

Wireframe

 

Problem# 3

Agent does lots of unplanned task, agents needs to stop one process and start another. Every time the user quits a task there is no way in the existing system to save the task & open a new task. User always repeats the same steps if a task is quit in-between for some reason.

Agents can save a task from the task details page at any point of time and retrieve the task from multi-tray.

Agents can access the multi-tray from the navigation.

 

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.