Manulife: Member site redesign - Group Benefits

Goal: Make information easier to find and understand, inorder to decrease calls to the call centre. 

Impact: 30% increase in NPS when comparing new design to current site. 

MY ROLE:

Lead Senior UX Designer

Project Duration:

March 2022 - Current

Problem:

Members are not able to locate key functionalities of the site: understanding coverage and claims. The site today is also not accessible. 

DESIGN OVERVIEW

I am the Lead Senior UX Designer for the largest customer facing project Manulife has. It gets more than 2 million visits per day on web. However, members struggled to locate the 3 main functionalities of the site: 

1. Submitting a health, dental, vision, drug, HCSA, wellness, life, disability, travel, critical illness, or ad&d claim. 

2. Check and understand their coverage 

3. Check their remaining balances. 

Other functionalities include: sending a document, finding a guide, FAQ, contact us, etc.).

As such, resulting in an x amount of calls to the Manulife call centre, hindering costs, and diminishing Manulife's reputation as a trusted insurance provider. 

CONTEXT: Existing Manulife Claims Site

• initial solutions 
• what worked/didn't work with the initial site 
  

USER RESEARCH

To form a better understanding of stakeholder needs, at each stage of ideation, I connect stakeholders including: analytics, marketing, customer services feedback teams, our call centre, innovation experts, and development teams to make sure that we are building the most robust, user-friendly, accessible, and inclusive experience to our wide array of customers.

We want to make sure it’s something that represents Manulife accurately, as a trusted, reliable, established Canadian business whose mission is to make decisions easier and lives better. 

INFORMATION ARCHITECTURE 

The current state navigation does not fit within the site navigation branding. The information architecture needed to be revamped to fit this new style. After user research, we developed new IA to better speak to how our users actually move through our site.

SITEMAP

To begin our IA restructuring process, we created a site map of the current experience across sponsors, in which users were unable to locate our site's funcationalities. After 3 months of user research and testing, we were able to validate our designs, thus updating the sitemap in 2023:

CARD SORTING

In order to gain more insight on user behevaiour, we conducted card sorting tests which asked users to create the nomenclature around which the information architecture was built. Users were asked to organise items within the navigation to see if the naming choices were intuitive to them. 

Most users defined categories for the information architecture that fit into a natural evolution of the current state navigation. From this we built out the major areas of the navigation:

CLAIMS

Users were able to find an open the individual claims based on the closed state experience. Within the open state of the claim, they will be shown a high level of information relevant to that particular claim.

USER JOURNEY

The current user journey for submitting each claim: 

Based on the journey maps and user feedback, we created the claims hubs page: 

We conducted another round of usability tests and the results are as such: 

COVERAGES AND BALANCES

The coverage section of the original homepage required the most amount of work following our last round of user testing. We found that users navigated to the relevant area of the site easily through the navigation, but struggled to engage with the content on the homepage or internalize it.

We set to reimagine how the user might want to see and interact with their coverage.

During initial user tests, users had pre-identified the following as high level of importance to them: 

With this in mind, we set out to run A/B tests to see what level of hierarchy members assign to the coverage section to better understand how they would like it to be organized. From there we leveraged the feedback we received around high member engagement with the progress bar for claims, and tried to apply the same visual elements to this component.

The coverage section features several variations for different use cases and includes an additional notes section to allow for a variety of sponsor specific content and plan designs to fit within:

In the final round of usability tests, 100% of users were able to

• Navigate the coverage page through different use cases 
• Understand ther remaining balances  

However, there were a few discrepancies for "combined maximum"

These are some of the quotes that stood our during our testing: 

HOMEPAGE REDESIGN

Lastly, we updated the homepage to ensure that it is aligned with our goal of creating a more user-friendly site.

In the process of creating this design we ran a number of user tests to better understand how our users approached this experience. We had an initial test that was done with the existing plan member site through usertesting.com in May 2022. It focused on the overall experience of users when encountering the current site. With the major questions we set to answer being:

• Where in their health journey does accessing the PM homepage fit?
• Why do they access the homepage?

Plan Updates

The plan updates section is used to communicate essential plan information to the member. Prior to this section being designed, the members only way of being alerted of a plan update was via email, with no evidence on their account. 

If there are plan updates, this component will keep them aware and educated. When there are no plan updates, this component will be  used as a “did you know” section to share information about the members coverage, claims, or other useful benefit level information. It should be used primarily to educate the member of ways they can improve their health and wellness using existing services. This design linked to the overall company strategy to be seen as a claims processor and more as a health and wellness resource.

Common Tasks

Dynamically chosen based on the user’s most common actions, the common tasks panel is designed to make it easier for members to access the areas of the site they use frequently. If the user doesn’t have any common tasks yet, the space will be filled with high traffic areas of the site such as coverage summary or submit a claim.

Updated Marketing Space

Along with having a dedicated space within the new navigation, the marketing carousel has been updated to be better integrated within the page. This space is designed for all marketing materials and any content that involves multimedia components and links out. It saw high discoverability when put through user testing.

FAQs / Glossary

This component was designed with member education in mind, as it rotates through some common questions and terms from the glossary and FAQ page. 

It is a prompt to help direct the user to these self-serve spaces, but also providing contextual knowledge within the homepage. For example, users had trouble understanding "combined maximum" from our previous testing, so this section will aid in improving their experience. 

WHAT'S NEXT

Homepage search functionality

Next we will be tackling the search feature. Based on testing feedback, we will be looking to incorporate existing FAQs into a suggested results prompt. We will also be desiging a new search results page.

Updates to framework components

Footer updates which will include updated links and footer navigation items that are aligned with the PM site

Updates to the Claims hub

Increased functionality around filters and batch editing features within the claims hub to be added and tested.

Validation testing

Everything will be put into another round of testing to ensure we are aligned with our users and determine if there are any additional changes that need to be made. This will be done with an updated prototype