Aflac’s Everwell Redesign
Challenge: Aflac came to my team ready for a change. Their Insurance agents were bouncing between 2 different softwares, SNG and Everall… and depending on the agent, each individual favored one more than the other. Mature and veteran Aflac agents preferred SNG because of it’s numerous features. However, many Millennial and new Aflac Agents preferred Everwell because it’s intuitive and simple. Both software have their pros and cons but my team needed to redesign the current Everwell to accommodate the needs of everyone.
Objective: To gain a comprehensive understanding of Aflac’s users, needs and pain points to create an efficient, quick, and enjoyable health insurance “shopping” experience.
MY OVERALL CONTRIBUTION
Due to legal privacy constraints, I cannot go into specifics into the prototypes, card tests, tree tests and surveys I performed. But I can share how I contributed to my team’s success below:
Competitor Research: Updated list of competitors in regards to health insurance benefits software
Journey Map Creation: Developed journey maps which provided insight on agents, admins and employees
Interviews: Organized and initiated 1 on 1 phone interviews with agents to learn how they personally use the software, their pain points and learn about their work process.
Prototypes: I created and implemented prototype testing in collaboration with UX Designers and UX Content Writers using Sketch, Invision, Moqups and UserTesting.com.
Surveys: Created online surveys in collaboration with UX content writer using Google Surveys and SurveyMonkey.
Analytics: Reviewed and documented google analytics of current Aflac software.
Personas: Created over 20 personas.
Card Sorting: Created and led card sorting tests in collaboration with UX Content Writer.
Tree Testing: Created and led tree tests in collaboration with UX Content Writer.
To create an extraordinary health insurance benefits software, the UX team needed to understand all the multiple insurance plans and how Aflac agents sell them. Ultimately, we needed to think like an Aflac agent to better understand their processes.
Methods: Field Studies & User Interviews
After observing during the Field Studies we learned the following:
— Speed and efficiency is a priority to agents because they do not get a lot of time with clients because they are busy.
— Agents have different sales styles.
— Some agents never use Everwell and other agents use both SNG and Everwell
— SNG has capabilities that Everwell does not have
— Agents click through a lot of screens to complete a single task which is one of their pain points for them and their clients.
— There are privacy and legal concerns that may potentially interfere with creating the best user experience. This needs to be addressed immediately.
— Internet connectivity is sometimes a problem which results in a loss in sales. Offline capabilities was voiced by many agents.
— The variety of different environments agents work in
And more (information that must be left confidential).
During the User Interviews we learned the following:
The user’s pain points
Necessary documentation and signage that is required in health insurance sales
How agents divide payments when working together
What plans sell the most and least, and why.
Values and motivations of agents
The user’s wants and needs to perform well
Organizing Requirements & Constraints from Stakeholders
Methods: Journey Mapping, Personas, Card Sorting, Tree Test, Prototype Testing, Surveys
What I learned after creating a Journey Map:
Despite having a better understanding of an insurance agent’s work process, there are still gaps in their work. In other words, there are intricacies in their work process that my team does not understand.
A 2nd journey map needed to be created because there is a different process for AAOD clients.
And more that must be left confidential…
Using the people I met during the field studies and interviews, I created dozens of personas. These personas are valuable because we can walk them through the journey map to ensure the softwares features meet their needs.
Multiple card sorting tests, tree tests, prototype tests and a few surveys were also implemented.
I’d love to share my research process and experience with you when the opportunity arises.