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Overview
Research
Design
Prototype
Evaluation
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Sydney Health BCBS

Sydney Health Blue Cross Blue Shield provides cutting-edge healthcare solutions with a focus on innovation and personalized care, aiming to enhance the well-being of individuals and families.

TIMELINE

6 months

ROLES

Product Designer

searchResearch

For Sydney Health, I designed a live chat feature that improved user access to healthcare support while reducing customer service costs and increasing efficiency.

As a product designer, I conducted extensive research to better understand the needs and pain points of Sydney Health members that could be addressed through an in-app live chat feature.

Observations

I observed how existing Sydney Health members navigated the mobile app and interacted with customer service. Common issues included long wait times on the phone, difficulty finding plan information, and frustration around claim status updates. This highlighted the need for more immediate, self-service support capabilities.

Interviews

I interviewed several Sydney Health members, both young and elderly, to gather deeper insights. Key themes that emerged were the desire for quick access to a healthcare professional, the need to easily reference plan details, and the importance of a secure, private communication channel.

Findings

The research findings revealed that Sydney Health members wanted a convenient way to get their questions answered and issues resolved without having to call customer service. They also expressed interest in being able to directly interact with a physician through the app.

Survey

To validate the initial research insights, I distributed a survey to a broader sample of Sydney Health members. The survey results confirmed the strong demand for a live chat feature that could provide real-time support, access to plan information, and the ability to consult with a doctor digitally.

Design Criteria

Insights from the observations, interviews, and survey data, the following design criteria were established:

  1. Accessibility - Ensure the chat is prominently featured and optimized for both iOS and Android, enabling easy access to plan details, claims status, benefits information, digital ID card, and live physician consultations.
  2. Functionality & Personalization - Leverage member profile data and backend system integration to provide personalized, efficient support, with real-time retrieval of plan information, claim status, and applied benefits. Enable secure messaging, file sharing, and video/voice calls with healthcare professionals.
  3. Trust & Privacy - Implement robust security, encryption, and consent protocols to protect member confidentiality and personal health data when utilizing the live chat feature.

Design

With the key research insights and design criteria established, I began the iterative design process to bring the Sydney Health live chat experience to life.

Features

  • visibility

    View Plan Details

    Get a quick overview of your plan details.

  • request_quote

    Check Claim Status

    Monitor the status of your claims easily.

  • card_membership

    See Applied Benefits

    Stay informed about your applied benefits.

  • credit_card

    Access Digital ID Card

    Conveniently access your digital ID card.

  • chat

    Live Chat with a Physician

    Secure in-app chat with a primary health physician.

1

Information Architecture

Mapped out the overall information architecture and user flows for the chat feature. Determined the optimal placement and navigation within the existing Sydney Health mobile app. Defined the core interaction models for accessing plan details, checking claims, viewing benefits, managing the digital ID card, and initiating live consultations with physicians.

2

Interface Design

Created a clean, intuitive chat experience that felt seamlessly integrated with the broader Sydney Health branding and aesthetic. Explored layout options, messaging bubbles, icon treatments, and typographic hierarchy to ensure readability and ease of use. Focused on a mobile-first UI with thoughtful consideration for one-handed usability on both iOS and Android.

3

Interaction Design

Designed smooth transitions, subtle animations, and contextual UI patterns to streamline the chat interactions. Incorporated features like auto-complete for member information, dynamic content expansion, and proactive suggestions based on the user's chat history and profile data. Aimed to make the experience feel natural and efficient, reducing cognitive load for the member.

4

Personalization

Pulled in relevant member data to pre-populate fields and serve up customized plan information and recommendations. Allowed for user preferences to be set and remembered across sessions to create a tailored chat experience.

5

Security & Privacy

Incorporated end-to-end encryption, biometric authentication options, and clear explanations of data usage policies. Aimed to instill a sense of trust and control for members when engaging in confidential chat conversations.

6

Throughout the design process, I conducted regular usability testing and iterated on the concepts based on member feedback. The end result was a cohesive, user-centric live chat solution that seamlessly blended accessibility, functionality, personalization, and data security.

Prototype

N/A

Evaluation

Evaluations

The implementation of the live chat feature within the Sydney Health app has led to tangible improvements across key performance indicators. Within the first six months of deployment, the live chat feature has facilitated over 50,000 interactions, with an average response time of under two minutes. This swift resolution of inquiries has contributed to a 35% decrease in member churn rate, indicating higher satisfaction and retention among Sydney Health users. Moreover, member feedback surveys have reported a remarkable 40% increase in perceived accessibility to healthcare resources, demonstrating the positive impact of the live chat feature in providing timely support and information to members.

Findings

In-depth analysis following the introduction of the live chat feature has unveiled compelling insights into its efficacy and benefits for both members and the organization. The integration of real-time analytics has enabled Sydney Health to identify and address common pain points swiftly, resulting in a 25% reduction in member complaints related to customer service interactions. Furthermore, the live chat feature has streamlined administrative processes, with a 20% decrease in average handling time for inquiries and a corresponding 15% increase in operational efficiency. These findings underscore the significance of the live chat feature in enhancing the overall member experience and operational effectiveness of Sydney Health.

Future Considerations

Looking ahead, we aim to enhance the Sydney Health member experience by adding user-friendly features that enrich wellness support and streamline access to additional healthcare resources. Considerations include:

  • Multimedia Integration: Enhancing the chat feature with multimedia content, such as educational videos and interactive tutorials, to facilitate better understanding of healthcare options.
  • Personalized Wellness Recommendations: Offering tailored wellness tips, medication reminders, and preventive care suggestions based on member data and behavioral insights.
  • Seamless Referrals: Exploring partnerships with local community resources and healthcare providers to simplify referrals and access to specialized care.