Blue Cross Blue Shield of Rhode Island Case Study Simplifying Insurance Choice and Purchase Decisions through UI/UX Design

The Opportunity Create an Intuitive Interface to Promote Simplified Decision-making Experiences for Users

Blue Cross Blue Shield of Rhode Island (BCBSRI) is a non-profit health insurance organization serving Rhode Island residents. BCBSRI is dedicated to improving the health and well-being of members by providing access to quality healthcare services and innovative wellness programs. The organization offers a range of health insurance products, including individual, group, Medicare, and Medicaid plans. They work closely with healthcare providers and community organizations to promote preventive care and disease management.

The health insurance industry is significantly transforming as it shifts towards a business-to-consumer (B2C) approach, leaving many consumers in the driver’s seat to make important healthcare decisions. Complex terminologies, premiums, deductibles, and copays can be overwhelming, and many individuals need help understanding and selecting the right plan for their needs.

BCBSRI recognized the need to take action and provide better guidance and education to their customers. By doing so, they aimed to become a trusted partner, providing reliable and effective healthcare solutions. The goal was to help patrons choose the right plan to meet their current needs and foster a long-term relationship.

Our Response Leveraging User Data to Redesign Direct Pay and Medicare E-commerce Experiences

The previous website was not user-friendly, with an uninformative user experience and confusing language. Many customers had to contact the call center or speak with a sales representative for guidance and reassurance, which resulted in a fragmented and disjointed process. Site analytics revealed a staggering 85% drop-off rate at the start of the customer journey, indicating that users struggled to navigate the site and obtain the information they needed to make a purchase decision.

Enhancing Site Navigability and Workflows to Improve Product Discovery and Customer Engagement

MojoTech conducted a comprehensive workflow design review to enhance the site’s navigability using customer feedback, internal call center, and sales data. We identified an intrusive modal window that impeded potential customers from taking the desired action. Eliminating this seemingly insignificant obstacle led to a remarkable reduction in bounce rates.

Encouraged by this success, we continued eliminating other barriers hindering customers from finding what they sought. Our strategy included restructuring the information architecture, incorporating user experience (UX) enhancements and tools, simplifying language in the website’s copy, and creating a versatile platform that accommodated customers across all channels: online, in-store, or through a sales representative.

Additionally, we introduced progress bars to guide customers through the application process. These bars visually displayed customers’ progress toward completing their goals, helping them feel more confident and engaged. With these optimizations, BCBSRI aimed to provide a more efficient and intuitive user experience, regardless of the customer’s preferred engagement channel.

Simplifying the Plan Selection Process to Boost Conversion Rates

To increase conversion rates, it was crucial to understand why potential and existing customers were abandoning their shopping carts. Through user feedback and interviews, we discovered that customers wanted to know if BCBSRI plans covered their top healthcare concerns. However, the existing site overwhelmed them with a barrage of personal questions, leading to fatigue and abandonment. Our team dug into the complexities of this process to find the minimum information needed to provide a high-level overview of the best plans for each customer.

We simplified the process by breaking down the customer information form into easy-to-understand sentences. Once customers felt confident, we guided them through a multi-step questionnaire to further filter relevant plans and generate a preliminary quote.

Streamlining the Process of Finding and Switching Health Insurance Plans to Increase Retention

To ensure that the process of exploring new health insurance plans was efficient, we focused on providing a frictionless experience with helpful guidance and tools. We understood that when customers are matched with a plan that best suits their needs, they are less likely to switch to a competitor. However, significant life changes can necessitate reassessing their current plan and exploring their options.

To address this, we designed a multi-step form submission tool with a Save feature, making it easy for customers to review new plans that fit their changing circumstances, switch plans, and add dependents. The Save feature enables customers to take their time and gather any missing information before they submit their applications. Furthermore, this tool makes it easy for customers to complete the process through multiple channels, beginning at a retail location with the aid of a sales representative and finishing the application at home, filling in any missing information, and submitting it.