Broker Portal

Enable brokers to sell healthcare plans and grow their business with a desktop/responsive portal that keeps track of prospects and incorporates shopping and renewals.  

Overview

When brokers can provide better service to their customers, they drive higher retention rates and have more time to grow their book of business. It was really important to provide workflows that help brokers provide a seamless quoting, renewal and enrollment

experience, and provide them the information they need to respond to questions quickly. In order to create a seamless experience for the brokers it was vital to do a vast amount of onsite research focusing on small group, large group, Individual, and eventually Medicare Advantage portals.

Shadowing Brokers

Partnering with Horizon Blue Cross Blue Shield NJ I was able to visit four brokerages offices throughout New Jersey including Savoy, Benefits Mall, Martin Insurance Group, and Walsh Benefits spending 8 hours at each location. It was really important to see how brokers were using their current portal within their natural environment and note how I could make their experience better. I was able to observe their behavior rather than their hear their opinions first. After shadowing I was able to interview each participant and followup on any behavior I had questions about. 

A  reoccurring trend in each brokerage was the massive reliance on paper forms. This reliance on paper required an administrative person copying the paper form to a computer form. The biggest complaint from the admin person was that the paper form did not match the computer form which resulted in a lot of scrolling and wasted time. There were also many other UX issues like having to individually add each member to a census, finding a PCP in another browser rather than incorporating that feature into the portal, to not being able to save work during the enrollment process.

User Testing  

After reviewing the feedback from my shadowing events, I was able to start creating rough wireframes and a prototype to user test. I tested with the 15 participants across the four agencies (Savoy, Benefits Mall, Martin Insurance Group, and Walsh Benefits).

testing

User Testing Results Example: Broker Portal

Card Sorting

In order to create a seamless navigation I preformed card sorting exercises with brokers and with internal subject matter experts. After having users organize each feature into buckets I was able to get a better idea of how I could create a better navigation and better verbiage within the navigation.

Final Visual Design and Zipari’s Design System

This was the first project that was being created at the same time our internal design system was being created. Since many of the components within the broker portal are also in other Zipari products we wanted to create consistent design components and a set of standards guiding the use of those components. My co-worker Yukiha led the design systems project but also relied on the team to let her know what components we needed. As a team we assessed each new component and I am in the process of user testing each component.

Prospect Enrollment Shopping Experience

Broker Profile

Prospect Enrollment Group Information

Quote & Renewal

Census