Summary:
The Employee Benefits team at Voya Financial wanted a new way to ensure their customers were confident in choosing the right voluntary group benefits at enrollment time. They also wanted to ensure that their customers had easy access to the necessary information in the event of filing a claim, creating a positive user experience.
What I Did Within This Space:
Worked with a UX Designer to create a flexible website system
Created high-fidelity prototypes
Coded the site using HTML, CSS & XHTML
Worked with Backend Developers to connect the consumer-facing site with an admin tool that will be used to customize and build each site.
Launch
Test
Revise
The team:
Creative Director
Pat Wright
Sr. Web Designer
Chad Burgeson
Backend Web Developer
Will Rankin
UX Design + Research
Lori Baker
Project Owner + Writer
Rebecca Rust
Writer
Jodi Ostendorf
Compliance
Jodi Maruska
UX Designer
Geetha B
Client:
Voya Financial: Employee Benefits
My Role(s):
Visual Design
UX Design
Front-end Development
Content Strategy
Prototyping
Tools + Methodologies Used:
Evaluative Prototyping
HTML + CSS
User Testing
Human-Centered Design
Agile
Git
Adobe Creative Suite
The final product...
for now.
This website was created with change in mind. The modular design was intended to be flexible, able to take on business needs all the way to ensuring the sites information would be available on any device in any work or home situation to everyone.
The Prototype
Lots of moving parts, so how did I organize the information?
Flexibility was baked in from the beginning.
Stakeholders who magically appeared at the 11th hour? Check.
Surprise ambush on an unexpecting partner? Check.
Header:
Body
Header
Body
Challenges Faced
Team’s first website Process Test, Iterate Copy writing for web vs print
Introducing Agile Sprints to manage work, process and iterations
When selling EB’s, the goal is to get people to purchase & actually utilize benefits. But not too many to the point Voya looses money…
How we bridged the claim gap
When we were presented with a claims success rate gap between the EB product owner state and claimant state I worked closely with the product owner and backend developer to implement an idea I had to bridge the two user cases. With their guidance and expertise we created a webpage that bridged the two states by providing the necessary information a claimant needs to successfully file their claim. This is how the “How to File a Claim” page came to be.
Needless to say, this page is constantly changing as we learn more and as the Claim Center team works to close this gap from their side. My ideal state for this learning tool is that the “How to file a claim” page will no longer be needed and the UX will become seamless. I think this is a great example of a cross-team solution that keeps our customer top of mind.
Initial wireframes for the ‘How to file a claim’ page.
The desktop version of
Getting to know each of our users
Broker
Sells products to Employers
Uses Admin Portal to set up product site
Employer
Provide benefits to employees
Wants easy way to relay voluntary group benefit information
Employee
“Whatever it is, the way you tell your story online can make all the difference.”
Room for improvement
I distinctly remember as soon as the final launch went live, I told the Creative Director that I’ve already imagined the site complete redesigned.
Improvements I recommend:
Create personas to create a connection through empathy in all that you do
Incorporate clear, plain language. Less legalese.
Test site with real users and gain insights to not only how the site performs, but what our consumers are thinking when making the decision to enroll/purchase a voluntary group benefit.
Increase learnability and way-finding through improved navigation
Improve accessibility.
Next Steps:
I was able to work with a UX Designer on the redesign of this site.
Through my advocacy of UX Design, the organization started hiring UX Designers to work with in order to update and streamline their systems.
I’m honored to have worked on this project with all of the . This website was pivotal project for me and my new career as a UX Designer. It helped me realize that my desire