CBHSÂ digital experience
Uplifting the digital experience for a not for profit, exclusive, member-owned Australian health fund.
CBHS identified a necessary need to uplift their digital experience, specifically their responsive website which houses helpful information on health insurance & general wellbeing, access to the health insurance member portal and a sign up flow for potential members. The goal was to improve the quality of engagement for their current users and potential eligible members looking for health insurance.
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In this project, I was both a user experience designer and a business analyst, primarily responsible for the entire join online experience (from research, requirements gathering, prototyping; wireframes & visual design, and testing) and also focused on other areas of the CBHS digital experience, such as the site map, information architecture, email templates and visual designs of selected pages.
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Programs: | Sketch | InVision | Mural |
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View the entire 'Getting a Quote' flow that I was responsible for at https://www.cbhs.com.au
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RESEARCH
During this stage, I was responsible for consolidating and synthesising market research findings into 7 well defined personas and also completed a thorough competitor and comparator analysis of the Australian heath insurance landscape specifically looking at the join online user flows.
GATHERING REQUIREMENTS
Once personas & user journeys were identified and market analysis completed, I went ahead to engage with key stakeholders who provided the domain knowledge to inform the functional requirements.
At the same time, I began quickly sketching out the outline of the online form and various different flows to gauge early the ideal transitions between sections of the form.
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This frequent, iterative and ongoing collaboration was imperative to ensure that the online form adhered to the DHS standards.
PROTOTYPING
I moved very quickly from whiteboard table/paper sketches to digital wireframes on InVision, while simultaneously working on the visual designs with a supporting designer.
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At this stage, we did not fall short in our co-design cadence. However, a challenge that I faced was the inundation of verbal feedback from some stakeholders that became unmanageable.
The workaround we landed on together with the client was that we capture the feedback and set reasonable deadlines for them to be addressed.
TESTING
For this stage, I was responsible for creating the testing script and (tag-teamed with my project lead in) conducting usability testing sessions.
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In this testing session we wanted to observe how the website held up with different people and assess the usability of the website.
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The challenge I faced here was the validity of the results. Our pool of testing candidates were mainly internal staff. While they weren't close to the project, they were still very much "experts" of the health insurance industry and may not be representative of the personas for the project.
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The workaround for me was reaching out to my own network and gathering insights from there.