Complete redesign of the health insurer’s all-important member site.
Full redesign of the critical members’ section of this site was all handled by Mad*Pow employees in a collaborative design process with the client. We began with in-depth user research and a full content inventory and analysis. From that we developed a strategy for project and governance for the future. It was an iterative design process, rapid iteration cycle from design to development to testing and around again. We used rapid online testing methods to get quick feedback on prototype pages. In order to realize efficient and rapid feedback, the Harvard Pilgrim team participated in full-day workshops at Mad*Pow, providing valuable insight into their audience’s world.
- Why this project is worthy of a UX Award:
Creating a site for the vast and varied customer base of a major health insurer could have been daunting had we not had significant UX experience in this area. We knew research would be key to forming and focusing the design. A survey of more than 1,000 customers and a bevy of stakeholder and user interviews informed the UX, which we fine tuned by working with the Carroll Center for the Blind in development of accessibility requirements. Hours spent watching and listening in the client call center helped better understand disconnects between customer needs and client delivery. Once had a clear picture of where UX should take us, we began participatory design with the client, not yet a common practice in the UX industry. We brought the client into full-day workshops to jointly lay out key user journeys, develop site maps, and collaborate on initial design. This led to iterative prototyping over three months, resulting in a member site based on UX principles and formed through the knowledge of client and customer behaviors.
- Submitted By: Mad*Pow
- Client Name: Harvard Pilgrim Health Care
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