My role at Kaiser Permanente

As a senior UX designer on KP’s 7-person CCP design team, I owned the General Agent user experience at KP for Customer and Channel Partners. This involved cross-functional collaboration with the project manager, developers, copywriter, and QA analyst, to build GA platform.

To understand our users,I started with a deep dive into the personas and user journey. From there, I designed multiple rounds of wireframes, iterating on feedback from user testing and stakeholders. I led weekly meetings with the stakeholders to walk them through my design decisions and prototypes. Once wireframes were approved, I worked with a copywriter to match the brand voice. Finally, I participated in QA and worked with the developers for the final handoff.

Problem and Opportunity

Unlike other carriers Kaiser Permanente does not provide General Agents access to their Book of Business (Account.kp) where they can complete their work with self-service tools.

General Agents are frustrated that they have to rely on calling and emailing KP support to accomplish basic tasks.

My Discovery Cycle

The Users

General Agencies provide end-to-end support for small group brokers, offering expert guidance through quoting, underwriting, and enrollment, as well as specialized assistance with licensing, renewals, and ongoing consultation.

General Agencies support small group brokers at each step of their journey including quoting, underwriting, sales support, enrollment support, ongoing group support, renewals, broker education and consulting and broker licensing and appointing.

My Design Approach

User Flow

Once I had a better understanding of the users, the problem, and the proposed solution, I led a user flow session with the team. This helped me understand the different paths the user could take within the tool, which would help me complete the next iteration more effectively.

Access Model

I created the Access Model for consistant experience for all Customer and channel partners. It helped me to discover micro process between primary users and secondary users.

After User Mapping, I discovered that GA firm will need to designate a GA Administrator and GA Administrator’s data will be maintained and managed in the SOR (like how Broker’s data is in SOR and associated to firm)

Visual Design

Making this a more self-serve, service platform, and creating a visual view for GAs who provide thousands of brokers and employers admin support.

USABILITY TESTING

I tested the prototype with 10 GAs from different regions who are KP’s customers.

To test the users, I sent them the link and had them share their screens with me. I asked them to narrate their thoughts and processes as they clicked through the tasks I gave them.

Solution

A platform which allows for GAs across all the regions of USA, provide solution to maintain Book of Business for all the brokers and employers.