Vitality

Reimagining the patient claim experience online

The opportunity

As a health, life insurance and investment business, Vitality knows that user experience matters, as in their industry an accessible service can be a matter of life or death. Providing self-service options for patients online to process their claims was one of the ways Vitality wanted to be better for their customers. However, that is one of the ways Vitality could improve their service, as well as reducing the number of calls to their centres for simple claims.

‘…a proposal that redefines the claims experience for Vitality health members, a seamless end-to-end digital experience, complemented by support on other channels’

The process

The whole process of workshop, wireframing, development of visual design, usability testing and high fidelity prototyping took 2 weeks as per the request of the stakeholders:

Exploring through workshops

We booked our stakeholders’ calendars for a 2-day workshop that allowed us to unpack assumptions, explore the context of claims, understand both people and business problems, generate ideas, and obtain some sketches to use as the starting point of our proposal.

fast-paced collaboration

From the workshop´s sketches, we started to create some wireframes. These would be later put into a shared with the visual designer. After that, I would take the visuals and create a high fidelity prototype on UXPin, as it allowed us to create micro-animations and changes of state that made the product come to life for our stakeholders and participants alike.

usability testing to refine

As we had very little time, we took a Lean approach and involved users through usability testing to refine our prototype. We used Lookback.io (a very well-thought one-stop-shop tool for usability testing). I conducted some of the tests, shared the insights, amended the prototype and updated the team on the changes done. Click on the picture to view the summary report.

The solution

We created a high fidelity prototype to share the vision with stakeholders, and share with developers in our organisation to make the online claims experience we proposed a reality. The final prototype covers the most important parts of recurrent actions Vitality customers frequently call about when it comes to claims. Think treatment like physio or an appointment with a specialist via referral.

All the action is centred around the idea of a health hub page that allows for quick actions, as well as access to the history of times the user has needed medical attention, that way chronic ailments can be more easily tracked and accounted for. It is also noteworthy that via our testing process we chose to use a more conversational tone on the interface, for parts in which simple labels or buttons would feel too cold or complex.

Final thoughts

The fast pace of the project, the coordination required with my peers and conducting primary research made this project highly stimulating. I had the chance to be coached by a seasoned UX Designer and researcher on how to improve my research skills, among other things.

When it comes to the product, it has been really rewarding knowing that this part of the experience was actually implementing according to our vision and that it has opened the door for Vitality to keep building on it. Furthermore, the pilot study conducted did actually reduce the number of calls to Vitality :)