Project Overview – Understanding the user – Team Work – Ideation – Design – Final outcome – Dev handoff – What I learned
Resume

Humana Cobranded
Case Study

Project overview

The problem:

Members were not being educated regarding various products offered and were abandoning the journey midway

The goal:

Orienting to the product and educating the member regarding the steps to move them 1 step closer into the acquisition funnel

My role:

UX Designer

Responsibilities:

Designing in Sketch, Prototyping in Invision, Conducting workshops, redirect timeline for the project, developer handoff

Understanding the user

Glassbox Research to come up with the following pain points:
  • Members was not being oriented to the product
  • Members were clicking on the benefits (non clickable items) which looked like clickable items
  • Members were clicking on the footer to get more info about how to complete the process
  • When members navigated away from the page, coming back to the page was difficult
  • Most members abandoned their journey during the log on phase
Understanding the product & business needs
I tried to understand what products were being featured and what the goal of the page was to help us guide the structure of the page. This new structure of the page needed to address the needs of USAA and Humana for the page intent.
Bringing the whole team together
I created a timeline for the page with deadlines for major phases planned out. Understanding the timeline & making sure all teams (design, content, SEO, devs, review teams, marketing & business partners) align to the deadlines was important to this project.
User Pool
User testing to see if current pain points have been addressed Conduct further Glassbox research to see if new pain points occur during the user journey Test the impact of the page redesign on revenue by collaborating with business partners Identify on any additional areas of need and ideate on any new features
Ideation & Refining the design
Sharing out our designs with the design team during 2 rounds of feedback gave the valuable input needed to refine our design and address the pain points we had addressed during our work sessions and give a fresh perspective to our work.
Problem Statement
Members were not being educated regarding various products offered and were abandoning the journey midway
Design Phase
The design phase began with dribbling in Sketch and pulling up components from our design library. Testing of multiple components allowed me to push out boundaries and come up with the best strategies for addressing user pain points.
Final Outcome
Brand guidelines
Brand guidelines had to be followed during the redesign of this Humana Cobranded page as a defined resource that could be used to represent the brands (USAA & Humana) and communicate with our members. Following USAA & Humana guidelines for the color, fonts & aligning with marketing was important to define the scope, style, visual direction, and tone of voice prior to starting our project. It was also a reference point to help us craft the end-product we’ve envisioned.
Dev handoff
I want to make sure I do my part in making the the developer handoff simple and easy and I took the following steps to ensure a smooth process.
  • Improved Designer-Developer Communication
  • Used a Design System
  • Got Developers Involved Early
  • Provided Design Files and All Necessary Assets (current
    Invision Screens / Links to components, high fidelity
    desktop, mobile and accessibility markups, acceptance
    criteria, tools & resources and contacts to all team
    members)
  • Had a Handoff Meeting
Next steps
  • User testing to see if current pain points have been addressed
  • Conduct further Glassbox research to see if new pain points occur during the user
    journey
  • Test the impact of the page redesign on revenue by collaborating with business
    partners
  • Identify on any additional areas of need and ideate on any new features
What I learned
You have to be flexible and adapt your design as you progress through the various design stages. I learned that simple design changes can significantly improve the user experience. I also learned that the design changes you make with the user at the center of your research will have the most dramatic positive impact on the outcome of your project. Following best practices and usability guidelines, go a long way toward making products accessible to all users, regardless of age or any physical or cognitive impairments.