Elise Elsenheimer's Product Design Portfolio
Creating flows to address customer pain points for a Health Insurance Company
Role: Lead User Experience Architect
Data has been intentionally obfuscated to protect client privacy.
A Health Insurance Company wanted to overhaul their website and customer portal experiences to increase conversions, decrease customer support inquiries, and improve the access of services for current customers.
Prioritizing the pain points
I collaborated with the Customer Experience and Strategy teams to understand the areas of the experience that had the most room for improvement, based on top customer service call inquiries and pain points.
Gathering business requirements
I collaborated closely with an SME at the Health Insurance Company to understand the current customer flow for these pain points, and to discuss the desired ideal state. These discussions unearthed some of the dependencies involved— whether it be third party tools, data, or otherwise—that would need to be in place to enable better experiences. We worked together to decide which features would be feasible for a first launch of the new experience, and which would need to be achieved in a future release.
Timing
We created 16 user flows over the course of 3-4 weeks, divided into three batches.
Outcome
The flows initiated important conversations on the feasibility of desired changes and the anticipated timing, serving as springboard for the redesign of the online experience. Yay!
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