Moving with the times
"We launched our previous app for members in 2018 as part of our customer service offering, and it has been very popular. Throughout this time we saw an increase of members who just wanted to be able to make claims and access information quickly.
...we needed to find a way to offer more value to our customers.
However, technology and health insurance has advanced a lot in the last couple of years. The original app served a purpose but was purely functional; we needed to find a way to offer more value to our customers.
We wanted to update the app to a service that offered much, much more in the way of user experience. So, rather than just access the app to book an appointment or make a claim, members would be able to dip into it to look at a range of content in the health and wellbeing section and view members’ benefits such as gyms and discounts."
Putting the user first
"To provide this added value and improved customer experience, we went to Elixel and asked them to create an improved user experience.
One of the major things we learnt from working with Elixel is that it’s not just about good design that makes an app easy to navigate; a lot of it is also down to the language that’s used."
The app redesign by Elixel is part of a wider programme of digital improvements that we are carrying out...
"There were times when Elixel would ask us, “what do you mean by that?” They put themselves in our customers’ shoes and asked the questions from their position. In practical terms, by going through the customer journey in this way, we were able to significantly streamline the navigation and allow easier access for members. With Elixel’s expertise, we could look through the lens of the customer, from beginning to end.
With this update, we are offering an outstanding contemporary customer experience; where members are getting immediate responses to their claims and appointments, plus added value with the Health and wellbeing content. The app redesign by Elixel is part of a wider programme of digital improvements that we are carrying out to create a consistent customer experience across all our platforms."
Making communication easier
"We are not seeking to drive our customers to only communicate with us via the website or app; rather, it’s about giving them the choice of how they contact us. Some of our customers will be going through a traumatic time with their health and we want to be there for them."
Having gone through this process, my number one piece of advice is to not get bogged down with all the details when you are at the start of the project. Focus on the high-level design to match the most important customer journey.
"For example, if our customers are undergoing heart or cancer treatment, we will always be there to hold their hands. But the digital ‘self-serve’ option is available for straightforward, day-to-day interactions, and the improved user experience is designed to encourage these customers. This frees up our staff to help those who need us.
Having gone through this process, my number one piece of advice is to not get bogged down with all the details when you are at the start of the project. Focus on the high-level design to match the most important customer journey. And, as we learnt, view the app design through the eyes of your customers!"