UX Case Studies
The following case studies are some digital projects where my work efforts had provided improved solutions to user experience while maintained business goals.
Aetna International Member Portal
After successfully launching their public web site, I had been asked to work with the Aetna International team again to relaunch their Member Portal matching a new branding strategy and their desire to migrate member services online. We have provided a more engaging and user focused experience by ensuring that the members have options to conduct online worldwide health care provider search and manage their own claims.
Background Information:
Previously a few region oriented legacy Aetna International member sites existed. Within a tight schedule the target goal was to migrate the existing sites to the new AEM platform while we were reorganizing, auditing content for a more unified and member friendly online experience. Our focused development goals enabled the members finding worldwide doctors/hospitals and provide them with the option to manage their own claims online.
Challenges and delivered results:
The health care search feature challenge was to migrate the existing network of various regional providers (doctors/hospitals) database and create a searchable unified worldwide provider directory as part of the new unified Member Portal experience. Additionally, it was an expected feature adding the ability to directly engage the provider for claim settlement from the search result page. We also had eliminated the paper claim submission trail process and developed a user focused online experience empowering the members to manage their own insurance claims online and find health care services globally on a unified platform which was not available before. During the project we had used usability testing feedback and relied on best practices in user experience to ensure that our platform update will meet business and user expectations.
Role:
I had worked as the creative UX lead with responsibility regarding branding, user experience and accessibility goals and managed the related workflow of outside vendors and internal teams on schedule.
Aetna International Website
Aetna International needed a new site which reflected the new Aetna branding direction and as well as provided content upgrades over their existing old site. All the work was delivered on a new platform and within an expedited schedule.
Background Information:
This project enabled me to work with talented international teams in various time zones collaborating on many parts of the deliverables. My team was approached with a very challenging task: to create a new site for Aetna International following new branding strategy on the new internal enterprise wide adopted AEM platform and migrate their existing site content. We had two months to completion including learning the platform capabilities and limitations, completing the necessary work and deliver the site for the set relaunch date.
Challenges and delivered results:
We had focused on applying new branding direction, developed the site style guide, created a new information architecture, conducted content audit with the business and mapped content to the new navigation flow and made some feature upgrades within a very short time frame. My UX team had worked with the developers on various template pages and established a component library. Our work has resulted in creating a new site experience where visitors were able to find information quicker and site engagement resulted in higher conversion rates.
Role:
I had worked as the creative UX lead/manager with responsibility regarding branding, user experience and accessibility goals and managed the related milestones. I had supervised designers, developers to maintain branding and visual direction and consulted outside vendors and internal teams to keep the project on schedule.
Liz Claiborne Brand and Technical Training
Liz Claiborne company was looking to offer brand awareness and technical training for their workforce online. My team had created an interactive prototype that enabled them to meet this goal and was used for their initial pilot.
Background Information:
The Liz Claiborne company, mostly used conducted trainings on site and by distributing training brochures. They had set a goal to provide more engaging online training sessions in modules on various topics. They have reached out to my team to present an online training solution which can be easily used not just for internal brand training but for their workforce in other countries.
Challenges and delivered results:
In the initial planning and research phase we have identified target groups, established training scenarios and also started to move forward to developing a prototype which demonstrated how the received content materials can be presented to training audiences. Ultimately we had two primarily target audiences in focus: internal corporate employees and external workforce overseas. Aside from targeting regular internal corporate audience, this project involved getting to learn about the cultural differences of Asian workforce and our training was created with the option that it could be regionally localized for other languages. We had delivered a modular training application on a short schedule which had self-paced learning approach and presenting interactive learning parts with animations, audio and video presentations. This format was easy to follow and also provided interactive test options at the end to measure training success.
Role:
As the creative UX lead on the project, I had worked with a number of writers, developers, designers/animators and video production vendors on this project to ensure that our pilot meets and exceed expectations. I had managed the timeline deliverables and supervised the intermediate milestones of each involved team member so we can deliver the prototype on schedule.
PayFlex Brand Center
The PayFlex team contacted us to assist creating their online Brand Center for easily sharing brand guidelines, logos, various assets and photography. PayFlex is an Aetna owned brand serving members and business partners by providing flexible payment options and additional member services.
Background Information:
Prior to launching their online Brand Center, PayFlex had only shared brand guidelines, assets using email communications via PDFs and used internal SharePoint sites. Upon successfully launching the Aetna Brand Center platform, their team heard of our efforts and contacted us with their focus on developing a similar option. As they were expanding their work streams on many projects, their need arose to establish a more unified brand support solution.
Challenges and delivered results:
Although PayFlex is an Aetna brand, it has its own distinctive brand strategy apart from the parent company. My team had worked on PayFlex projects before so we were already familiar with their brand strategy and direction. We had to plan, develop and launch a centralized brand content management solution serving all their various internal and external business partners. Our timeline was expedited to meet their business need by delivering the solution before the scheduled date of a new vendor enrollment.
Role:
I have evaluated the potential solutions while meeting budget challenges, worked on establishing content strategy with the client, established timeline milestones and supervised work. As the creative UX lead on the project, I had also conducted visual QA prior to launch date and ensured that the site meets responsive design and accessibility standards.
