Health Insurance Provider
UX Discovery + Strategy
Service Design research across multi-party complex system infrastructure. Developed strategic recommendations to enable forward-looking capabilities.
The Challenge
The organization recognized that they had a complex infrastructure of systems each of which were dedicated exclusively to serving only a single constituency and did not communicate with other systems. Even the customer-facing systems were not well aligned with each other and were not sophisticated in helping users accomplish their key goals.
The client engaged our team to survey the landscape of their infrastructure, systems, and user experiences to develop recommendations for new ways to streamline operations and enable more forward-looking capabilities.
The Result
- Comprehensive infrastructure and systems landscape analysis
- User personas for multiple constituencies
- Service blueprints mapping front-stage and back-stage processes
- Identification of system silos and misalignments
- Strategic recommendations for operational streamlining
- Roadmap for forward-looking capabilities
- Opportunities for improved transparency and alignment
Research + Persona Development
The team conducted contextual inquiry and observation with key constituencies beyond the member/patient to understand their tasks, needs and challenges. This included hospital providers, claims processors, brokers, and employer benefit managers. We summarized these insights into Personas that would serve the team as a baseline to develop and evaluate potential new features with their concerns top-of-mind. These personas captured the unique needs, pain points, goals, and priorities of each constituency.
User personas for diverse constituencies
Service Blueprint
Stakeholder interviews and our research findings led us to mapping and ideation workshops with key contributors of the client team. This enabled us to outline the phases and interactions between front-stage and back-stage workflows and helped us see opportunities with missing transparency or non-aligned systems. The service blueprint revealed critical gaps in communication and data flow between different system silos.
Front-stage and back-stage process mapping
Infrastructure Analysis
Our tech team partner analysis revealed a complex ecosystem of siloed systems, each serving only a single constituency without cross-system communication. This created inefficiencies, data inconsistencies, and frustration for users trying to accomplish tasks that spanned multiple systems.
Strategic Recommendations + Concept
The joint team developed comprehensive recommendations for streamlining operations and enabling forward-looking capabilities. These recommendations prioritized breaking down system silos, improving cross-system data flow with micro-services, and creating more sophisticated user-facing experiences aligned with actual user goals.
