Problem To Solve
We were looking to solve the problem of creating a on-boarding flow for two different personas. One being for the internal IngenioRX team consisting of customer service reps who will be taking incoming calls and running customers through a prior authorization flow for prescription drugs.
The second persona being the actual customer for a self onboarding flow. How do we distinguish between the two and what is the process in which we test and validate design decisions for the portals based on user data.
Research Methods & Discovery
First step was to gather any assets that IngenioRX already had on their user personas, competitor research, industry analysis and user journeys. Being a larger company they had quite a bit of resources to work from but I still wanted to dive deeper on the two personas we would be building for on this project.
We conducted generative research to validate our assumptions and get a better understanding of these two users pain points and needs. I performed qualitative methods for research in the form of user interviews having conversations with several customer service reps and customers who would be onboarding through the portal. Below are examples of the deliverables associated with the research pertaining to the customer service rep persona.
Susan’s user journey through the platform.
Dashboard Mockups
We created several wireframes representing different dashboard/homepage options for each persona. Below is an example of one the dashboards we came up with for the customer service rep.
Susan’s Homepage
The content on this page was derived from insights taken during the interview process with the customer service rep personas. This was determined to be the most pertinent information that they would like to see upon entering the Salesforce platform.
Usability Testing (A/B Testing)
We did quantitative research at this stage in the form of A/B testing of several different wireframe flows starting with the dashboard as seen above. We received feedback from users on the different flows and which were most use friendly and visually appealing to them. We then took these findings and presented them to stakeholders to help determine which flow to choose before moving forward with development.
Our results were as follows:
Customer Service Persona - Flow A had 16 selections, Flow B had 4 selections
Customer Persona - Flow A had 13 selections, Flow B had 7 selections.
We went ahead with Flow A for both personas.
External Facing Platform completed in tandem with the internal CSR portal. Here is a look at the Provider search feature
Summary & Conclusion
Overall the project went well and the two portals went live with great user feedback! The stakeholders were well informed on the user research results and felt it helped determine the best possible portal experiences for both personas. Although it was hard doing research for multiple personas, in the end we achieved amazing results due to thorough research and usability testing.
The key analytic measured post deployment was the TAT of the customer service reps. We saw the average time go from 22 minutes down to 14 minutes.
The project was deemed a success on both sides!
