A multi-million business transformation project
HEALTHYU
PROBLEM SPACE
One of the biggest UK health insurance companies needed to improve their sales processes. The data captured by the Agents dictated those processes.
Agents were manually recording prospects’ information using paper forms. As a result, mistakes were frequent, and the whole process took too long to drive innovation in the company.
OUTCOMES
We created a new data-registering process. This process enabled Agents to be more efficient by capturing all data digitally. In addition, customers were asked to fill in fewer fields, making them more willing to complete the form. Lastly, the business had 24/7 visibility of its data and was enabled to make accurate forecasts.
Time spent on forms decreased from 3 days to 15 minutes
Sales Consultants were able to complete 150% more forms in a day
All data became recorded in one place digitally
ROLE
User Researcher & Product Designer
INFLUENCE
Company-wide
TEAM
User Researcher
Engineering Manager
Project Manager
DURATION
2019 February - April (3 months)
LONG STORY SHORTBackground
Forms can be overwhelmingly manual and tedious, and sometimes they do not even collect relevant information.
So, it should not come as a surprise that people are not their biggest fans. They do not like forms. Nevertheless, companies use them constantly.
Therefore, with this project, I had a question to answer. Is there a way to marry both: companies needing to survey and customers/employees actually liking those forms?
The process
1. Research
With the team, we identified 3 personas that we focused on: Field Agent, Email/Phone Agent and Team Manager. After that, I started scheduling approximately 30 interviews and shadowing sessions. I listened and learnt a lot.
2. Workshops & Synthesis
I organised 2 workshops with a smaller number of earlier interviewed participants. These sessions were highly successful. I helped the attendees to co-create blue-sky solutions. We even created couple of To-Be journeys.
3. Prototype & User Tests
Once I dug deeper into the dream, which these 3 personas were painting, I went on marrying it with the possibilities of technology. With a fellow designer, I created prototypes and tested them with the small user group. We focused on digitalising paper forms.
How to make forms user-friendly?
1. No one wants a handwritten form, especially one printed on paper. Imagine all the different handwriting styles which an Agent will need to read, understand and input somewhere digitally.
Make the form digital from the start to the end.
2. No one wants a form with hundreds of questions in one go, with seemingly never-ending new pages appearing in front of their eyes.
Divide the form into sections, and make it short and sweet with a progress indicator.
3. No one, who is filling the form out, wants to re-write the same information twice (imagine writing your email address in the first section of the form and then doing it in the next section and the next one, too, and then at the very end as well).
Auto-fill as much info as possible.
High-Fidelity Designs
Welcome Page
Take a note of:
1) A progress bar indicating how much of a survey is left to complete
2) Pre-populated fields and easily tappable sections, which do not ask you to write the information, you can rather select it
Insurance Selection Page
Take a note of:
3) Pre-selected insurance plan options
Newsletter Preference Page
Take a note of:
4) The fields, which were answered before, are already pre-populated on the last page
Confirmation Page
Take a note of:
5) A confirmation number at the very end of the survey
OUTCOMES
Time spent on forms decreased from 3 days to 15 minutes.
Sales Consultants were able to complete 150% more forms in a day.
All data became recorded in one place digitally.
Final thoughts to take away.
Good, precise and digitally captured data will enable your company to innovate at a crazy-er speed. Nevertheless, people, who capture such data, need to be enabled at all times, be rewarded for their efforts and be able to see the impact they are making. Only then it is all going to work.