GET SUPPORT

The Get Support team assists members in resolving issues related to their plans by providing over twenty customer service features across four different environments.

Our team works closely with other product teams and the Customer Experience (CX) division to ensure a secure approach when addressing members' questions about their plans and personal health information.

Product Designer

UX Designer: I led a redesign initiative focused on collaboration. By engaging with cross-functional partners—including a business analyst, IT project manager, eight developers, and three QA testers—we improved design quality and enhanced understanding of user needs and project goals across the team
Human-Centered Design: Conducted research using Human-Centered Design methods to identify user challenges, proposing actionable solutions backed by user testing data.
Customer Experience Innovation: Proposed new self-service user flows aimed at enhancing customer satisfaction while reducing call center workload.

Enhance Customer Support

During my tenure at HCSC from 2021 to 2024, I focused on aligning product enhancements with evolving business objectives. My key contributions included:

Product Upgrade: Successfully led the transition from BAM1 to BAM2 by migrating the platform to a secure network and implementing a new design system, ensuring consistent front-end user experiences.
Prototyping: Developed high-fidelity prototypes for user stories, providing clear guidance for the development team.
Data-Driven Insights: Utilized data analytics to identify areas for improvement, particularly targeting segments with lower Net Promoter Scores (NPS).

Balancing Innovation & Compliance

We encountered several significant challenges in pursuing a best-in-class customer service experience. These challenges were primarily rooted in the organization's commitment to safeguarding members' health information. This focus on privacy necessitates strict adherence to a need-to-know protocol, which can limit the agility and creativity typically required in product design.

Navigating these challenges requires balancing innovation and compliance, ultimately guiding our design approach to prioritize user needs without compromising privacy and security.

Final Designs

Product Features

Contact Us

Overview

The "Contact Us" page is critical for members seeking assistance and answers. Despite its straightforward appearance, the backend is complex, connecting various endpoints related to different lines of business. This case study explores the challenges identified in the existing design and outlines the solutions implemented to enhance user experience and improve operational efficiency.

Challenge

The main challenge we faced was call center overload. Our traditional dependence on the call center resulted in a high volume of inquiries, leading to long wait times and frustration for our members. Many users preferred to resolve their issues over the phone, which strained our resources and hindered the development of alternative support channels.

Research

To understand the user experiences and pain points associated with the existing "Contact Us" page, we conducted the following:

User Interviews: Engaged with members to gather insights on their experiences in seeking support.
Call Center Data Analysis: Reviewed call logs and wait times to identify peak contact periods and common inquiries.
Competitive Analysis: Examined how other organizations structure their contact sections and manage member inquiries.

Key Findings

High Volume of Calls The data indicated that a significant percentage of calls were related to common issues that could be resolved via self-service options.
Call Center Data Analysis: Reviewed call logs and wait times to identify peak contact periods and common inquiries.
Competitive Analysis: Examined how other organizations structure their contact sections and manage member inquiries.

Design Solutions

Based on the research findings, we explored several key design solutions to optimize the "Contact Us" section:

Enhanced Self-Service Options:
We discovered that the primary reasons members contact support are inquiries about copayments and deductibles. To address this, we collaborated with the claims and benefits team to identify common issues that can be resolved. As a result, we created an FAQ section organized by categories, allowing users to easily find answers to questions that frequently lead members to call.
What actions can we take within our environments?
As the FAQ section is hosted on a different team's pages, we are only able to suggest changes. The Get Support team is focused on improving our offerings by enhancing our own products and exploring potential changes within our environment.

Design Solutions

Design Proposal: Consolidate the Get Support experience into a single centralized Support page.
Challenge: The sitemap above shows the current structure of the Get Support features on the site. The pages are organized separately because each pulls different information from various secure API sources based on multiple lines of business and tiered service classes.
Future State: While the team focused on stabilizing our environments and fixing bugs in our built environment, I concentrated on the future of our product. I worked with my design teammates to test the new proposed design, aiming to present a final prototype of the new experience to various stakeholders. This would help us gain the team's buy-in to promote a new version of the get support page that aligns with our members' expectations.