Mar - June 2020
Florida Blue Plan Wizard
Florida Blue, a health insurance company, hired frog to help their members prepare for the year ahead and increase plan renewal rates.
As an interaction designer on the project, I designed the product experience of Plan Wizard, an intelligent plan-matching tool that helps members choose from recommended plans based on historical claims data, and become familiar with new plans through personalized and contextual information.
My Role | Project Focus | Client / Co. |
|---|---|---|
UX & Interaction Designer | Product Design & Strategy | Florida Blue / frog |
The Problem
Selecting the right medical insurance plan is an important decision but often brings confusion and frustration for shoppers. Florida Blue saw existing members dropping off during the plan renewal process and underutilizing their preventative care benefits, leading to lower renewal rates and more costly provider payments, respectively.
The Solution
Instead of relying on generalized, manual methods to assess plan fit, Plan Wizard is an intelligent plan-matching tool that combines past member usage data and new user input to generate personalized recommendations that are prioritized and contextualized by the user’s unique medical needs. It also serves an educational tool to help users understand all the benefits included in their plans and encourage adoption of preventative care practices.
Plan Wizard is part of a larger ecosystem of digital experiences designed to support existing members during the plan renewal period. The experience begins with the Q&A Flow and ends with the Plan Match Results.
Designs
Q&A Flow
The experience begins with the Q&A Flow, which includes a series of Key features include Progressive Disclosure, Educational Checkpoints, and Personalized Pre-fill:
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Plan Match Results
After completing the Q&A Flow, users are presented with the Plan Match Results. Key features include Benefit Awareness, Parallel Scroll Interaction, and Plan Comparison:
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Impact
Although I don’t have access to business metrics that were impacted by the launch of this solution, the final designs were handed over to Florida Blue with high praises by the client.
They especially appreciated the thoughtful designs and detailed handoff material we shared that documented all the interaction patterns, data sources, and design rationale—all of which aids the implementation process that would be done by Florida Blue’s internal design team.
