Beyond Forms

BCBSSC_info_architecture_012412_v3-4

Information architecture recommendation: communication cycle of an insurance holder

Background:
Blue Cross Blue Shield South Carolina (BCBS SC) wanted to redesign their EOB (Explanation of Benefits) because BCBS customers were unable to understand what EOB was for and what benefits applied to them.

After a BCBS SC insurance holder visits their doctor, they receive an EOB, which is supposed to help them understand the applicability of their insurance plan vis-a-vis coverage, their own payments, their insurance policy and status.

BCBS SC’s existing EOB failed to deliver a clear explanation of the customer’s insurance because there were no hierarchy in the information and no clear message other than big lettering at the top which said “This is not a bill”.

Role:
I was the main information designer on the project. I worked with strategists and copywriters to prepare research and interviews, draft research finding documents, present potential solutions and deliver a fresh EOB design.

What did we do and how:
Even though BCBS SC only wanted to redesign their EOB, our team worked on understanding how BCBS SC communicates information about the insurance policy to their customers since the EOB is part of that communication.

Preliminary research
We started the project by reviewing all the communication materials BCBS SC provide their customers. We analyzed the current EOB design and tested the design with the people working at our office in Addison Design to understand which areas were most confusing to end users.

On site research at BCBS SC office
In addition to the weekly meeting with BCBS SC, our team travelled to South Carolina to run in-person user testing with the employees of BCBS SC, who have BCBS SC insurance. During the on-site research, we ran one-on-one interviews to ask questions about their experience with the EOB and do hands-on exercises to understand what and how they want their EOB to be delivered.

On-site Research Gathering

On-site research gathering

Findings Report: what we heard

Findings report: what we heard

Finding report: analysis

Findings report: analysis

Deliverables
The recommendations consisted of new design suggestions for the EOB as well as a new ecosystem of communication strategy for BCBS SC.

Information architecture recommendation

Information architecture recommendation

information architecture recommendation: preliminary wireframe

information architecture recommendation: preliminary wireframe

Preliminary wireframe

Preliminary wireframe

EOB design: before and after

EOB design: before and after