The Problem
BCBSRI recognized they had a problem to solve and were at risk of falling behind as a result of changes in the industry. The existing site was not designed with the user in mind; the UX was uninformative and the language often verbose and confusing. Site analytics showed an 85% drop-off rate right at the beginning of the customer journey. Customers often had to contact the call center or speak to a sales rep in order to gain reassurance and complete the application process.
The call center and sales reps were often working off of different forms than what the customer was using and the process lacked general cohesion. BCBSRI knew they needed to shift to a customer oriented site that organized and presented information in a way that supported the customer journey. This phase served as the foundation for the entire project by focusing on redesigning the new customer online shopping and application experience
User Experience
Daily updates and a tranparent process allowed for quick feedback cycle and no surprises.
Prototype ExamplePhase 1 Redesign
Conceptually, taking the conversation to the interaction and guiding the customers experience.
Removing the walled garden.
Presenting the user with a simple interaction to get results.
