Leading Provider of Employee Benefits Management Solutions
Customer-facing Platform Modernization
Our cross-collaborative team of strategists, designers, and developers helped an established benefits management solutions provider research, plan, and design a modernized version of its existing employee benefits enrollment platform, resulting in what one broker called “one of the most thoughtfully created and appealing platforms” he had ever seen.
300% increase in sales
“Our platform was externally facing, so end users were interacting with something that was dated and difficult to use. My main goal was to improve it … The product Praxent delivered with that prototype exceeded everything I could have hoped for.” -CLIENT
- Outdated platform + highly regulated processes = frustrating experience for thousands of end users, who relied on it to enroll in their benefits
- Client’s internal surveys revealed a % dissatisfaction rate/ % customer churn YoY/holding back from pursuing new market opportunities
- Client was unable to initiate or validate making extensive innovations internally given constraints, but incremental changes were no longer cutting it
- Lacked knowledge of best practices and standards for user experience to be able to apply them to existing processes themselves
The insurance industry is highly regulated, with a lot of compliance to keep in mind. Our client’s legacy employee benefits platform was dated; enormous; and packed with layers of data, disclaimers, waivers, and questions—the answers to which impacted end users’ eligibility. All of this made for a constrained and quite clunky process, which was their biggest obstacle to creating a smooth interaction with users.
They were seeking an improved look and feel for their user experience. The platform was externally facing, so end users were interacting with something that was dated and difficult to use. Over the years, they had bolted on additional functionality as they needed it, and it ended up as a conglomerate of things that didn’t flow well, even though all of these things were necessary. They felt as though they didn’t have enough knowledge of best practices and heuristics for user experience to be able to apply them to their existing process. They knew what their users wanted—they just didn’t know how to deliver it.
They were overwhelmed and uncertain of how much they would actually be able to impact the overall outcome, and they were concerned that, because of the constraints, their ability to improve the overall process would be limited. That was their biggest concern—not just giving the platform a facelift but actually improving the functionality of it.
How We Helped
- Conducted an objective analysis based on industry heuristics and best practices
- Interviewed brokers, end customers, HR reps making the buying decisions for which platform to use, and unbiased third parties tasked with objectively reviewing software systems.
- Used their insights to determine what was most important—what they would look for in a redesign
- Created workflows and site maps to visualize at a higher level what needed to be included and how the components of the system related to one another
- Aligned priorities—innovating within constraints—in a design roadmap that helped the client to prioritize pragmatically and objectively what they should do and when in order to deliver value to their users within their timeframe and budget
- Ensured feature parity with existing platform
- Produced ClickModel prototype
- Conducted user feasibility testing
- Developed a digital style guide highlighting all the core components so they could be built once by the client’s engineering team and reused to increase consistency
- Ensured client’s internal development team was be able to understand the complexities of the integration with our backend system
- Delivered designs to the engineering team in third-party software so developers could view specifics of the components, as well as business documentation, user stories, acceptance criteria, guidelines, and written documentation to help make sense of the design
“They are believers in over communicating, even on sensitive things. We have a weekly project meeting where I know exactly where I stand on the budget and completion of the project. They do a great job of making sure that there is never a question of where you are in the process.”
- Improved functionality (results from user testing)
- Modern, intuitive user experience
- Seamless integration with the complex back-end system and processes
- Effortless transfer to internal build team thanks to well-documented code that was built to be maintained
- While waiting for internal team to complete build process, client used our prototype to attract new business immediately
What the client said
“For me, initially, it was a build or buy sort of decision like, should I hire someone internally to do this and have them build it? Or should I buy an engagement and get a whole team? In that first meeting, seeing all of the different roles that were part of the team at Praxent, I knew there was no way that I could hire one person and in nine months have a completed project. There’s no way.”
“Praxent overcame challenges with not having access to the back end of our proprietary, single-source system, and they created a prototype platform. We took that prototype on the road and used it as our new sales demo. Our redesigned platform alleviated an obstacle to sales and helped us to focus on the positives, the platform being one of them.
“In four months’ time, we had a 300% increase in sales.
“One of the brokers said it was one of the most thoughtfully created and appealing platforms they had ever seen.”
Are you ready to dramatically improve your customers’ digital experience by modernizing, rather than rebuilding, your legacy software? Join our other insurance industry clients who are innovating within constraints to improve their users’ digital experience.
Not sure if you’re ready to start your project? Check out our free guide, and set yourself up for success right now.