AETNA BENEFITS ENGINE
Using Data Science to drive decisions
Aetna Account Managers use data science as a way of re-selling to current clients. By pulling data points around which plans their employee use / need most, factoring in what peers in their category offer against what Aetna's actuaries project, AM can go back to their clients with decrement numbers that can be confident in and ensure they stay with Aetna. This process is laborious and inefficient. How can we create an enterprise solution that automates / pulls data and offer recommendations without having to contact the data science team each time a client is up for renewal?
The MVP created allows Account Managers to log in and view the 30-50 mid-market clients they manage. After selecting their client, they are then shown various recommendations that the data science team has already created based on general guidelines. Filters are then offered so that more specific needs their client might have can be addressed (that only the AM would know). They can exclude plans from being affected by changes / recommendations or add on or exclude additional benefits or select the % decrement desired.
UX Lead / Manager
WHO ARE THE USERS AND WHAT ARE THEIR NEEDS?
Through interviews, and voice of the users sessions we determined that the main user, the Account Manager, would need a simple process to be able to walk through the process of viewing and ultimately using data recommendations. Filtering, viewing, and creating personalized recommendations were the most important features. In addition to a site map, a documented user flow ensured we weren't missing any steps.
WIRES TO TEST AGAINST FLOW
Navigation and flow were paramount to solving the complex issues around offering the users a client savings recommendation. Being able to view plans, changes and amounts had to be simple. Users tested the wires and offered feedback around client information that needed to be visible, what should appear on downloadable PDFs, how commenting and sorting should change. Iterative changes based on user feedback were a constant through this project.
DESIGN TELLS THE STORY
By starting with wires and getting to know the customer, we were able to move to the design phase with ease. Simplicity and making the numbers speak for themselves were the common feedback we received. We offered the client 2 options / mood boards and gave them two creative directions. The concept Clarity offered more advanced movement & animation as results appeared guiding the user. The concept Simplicity kept things simple and let the numbers shine. The client chose "Simplicity".
MVP DESIGN PROTOTYPE & DESIGN SYSTEM
Moving in to the design phase we began to think about the entire design system and how each color needed purpose, how font sizes helped to define hierarchy, subtle animation on hover states guided the user to where they needed to go. The color scheme played on Aetna's secondary color palate as a way of differentiated this experience from the front end experience most end users are used to seeing. Simplicity was the direction and key to keeping this experience simple to use. Colors changed slightly from the original direction offered in the mood boards due to screens needed and accessibility requirements.