Bill Pay Redesign for Web and Mobile - Health Insurance

Overview:

A new payment system was implemented that was not meeting members' needs. Call center calls increased, resulting in members paying by phone with a call center representative instead of utilizing the new payment system. Temporary call center employees were hired to meet member needs.

Objectives:

  • Identify the member's process when paying their bill.
  • Discover pain points within the current bill pay journey.
  • Identify opportunities to improve the member's experience.

Our Users:

Affected:

  • Five out of eight member segments who pay all or a portion of their bill directly to the insurance company.
  • Roughly 10,000 members were affected each month.

Not Affected:

  • Excluded are member segments that are insured through group health insurance plans. Their premiums are paid through their employer.
  • Members that have fully funded Medicaid plans
  • Medicare members

Methods:

  • Data triangulation and quant data: Analytics from website tracking data, data tracking from current application, call center data, survey, and heuristic analysis.
  • Observations: Onsite call center observation
  • Interviews: Stakeholders, members, and call center representatives
  • Usability testing: Remote, moderated

Impact:

  • IT outpaced their planned deployment goals by 23%.
  • Increase in member satisfaction (CSAT) by 30% for Bill Pay product.
  • Reduction in corporate call center costs, saving the company $1.25M+ a year.
  • Online Bill Pay launched on time, and Mobile Bill Pay was added two months later.

User Feedback

  • “The (new) process is very intuitive and straightforward. I was readily able to navigate through the payment process without any prompts."

  • "It appears you have fixed the 'endless loop' that kept me from using this in the past. I’ll look forward to continuing to use this way to pay my bill and use some of the other features once they are available."

  • “So far so good. Site is easy to navigate. I was confident my payment went through. I would like to be able to set up auto-pay ASAP.”

The Work: