ASIA THE PERSON
SECTION
OVERVIEW
THE CHALLENGE
SLOW AND TEDIOUS PAPER APPLICATIONS
The existing process was cumbersome for users. Plan administrators had to enroll employees individually, requiring excessive details. Plan members faced lengthy paper forms, slow processing times, and a fragmented registration process that involved two separate registrations. This resulted in high drop-off rates and low conversions for digital services, leaving both parties frustrated and disengaged with starting their group benefits journey.
THE SOLUTION
DIGITIZE AND SIMPLIFY
Empire Life needed an efficient and seamless solution to enhance the registration experience for all users. The new system had to accommodate small to large enrollment batches, fill in information gaps, and eliminate drop-offs by creating an intuitive and smooth user flow. This transformation made the process enjoyable and ensured registration became a positive first touchpoint for plan members.
MY CONTRIBUTION
DESIGN A NEW REGISTRATION SYSTEM
I was responsible for two critical components:
-
Enhancing the "Add a Member" feature on the plan administrator portal.
-
Designing the entire registration experience for plan members.
From research to high-fidelity designs, I completed this task in one month. Additionally, I provided support for future iterations and improvements to ensure the ongoing success of this revamped system.
SECTION
RESULTS
6000+
users
within first month
4.7 star
satisfaction rating among
plan admins and members
1600%
growth of users register for excess coverage
SECTION
IMPACT
Minutes to enroll, moments to cover, and more time to lead.
-
Registration time was drastically reduced, allowing plan administrators to enroll dozens of employees in just 10-15 minutes, and plan members to complete their onboarding in only 5 minutes.
-
Adding additional coverage is now as simple as clicking a button, eliminating the need for users to fill out lengthy forms, thanks to the new streamlined underwriting process.
-
Plan administrators no longer have to manually distribute materials, as the system automates this task. This gives them more time to focus on complex responsibilities and frees up their day for other priorities.
SECTION
APPROACH
How did we create
and deliver a new registration process?
To address the issues, our team conducted a thorough investigation of existing processes and user interviews. We identified key pain points: the system often asked for the same information twice, causing conflicting data collection, and lacked the capability to handle large enrollment batches, as plan administrators could only register one person at a time.
​
From our interviews, we uncovered user frustrations about being required to provide information that wasn’t readily available (e.g., plan administrators needing to share personal details about their members). Additionally, the reliance on paper and email further complicated the process.
​
Using these insights, we defined the primary product goals for the new digital registration process. Throughout the design phase, we collaborated with users to review and refine our proposal, iterating based on their feedback. Once satisfied with the final design, we developed a working prototype and conducted real-world testing with a small group of users to validate its effectiveness.
SECTION
PRODUCT GOALS
Revise the process to suit each user.
The registration flow must be adaptable to support various tasks. For plan administrators, this includes enrolling single or multiple users. For plan members, the system should allow them to enroll in their main plan as well as add optional products or excess coverage easily.
Do everything in one single flow
Minimize processing delays caused by manual emailing by creating a system that collects and transfers information seamlessly. This system should automatically distribute materials, guide users through the PMW registration flow, and ensure smooth, uninterrupted navigation for all.
Simplify and support wherever possible
It was essential to address confusion caused by unclear instructions and industry jargon. The revamped registration flow simplifies communication using layman’s terms, tooltips, and diagrams to clarify processes and enhance user understanding.
SECTION
/ FINAL PRODUCT
Let's make a registration that is simple, fast, and easy
for all of our users!
Bulk enrolment for large groups
Plan administrators will be able to complete enrolment in batches by uploading a file. They can either use a template file or they submit their own file and map the data themselves.
Tooltips for unfamiliar terms
Info pop ups and modules were added throughout the employee registration flow to help clarify any unfamiliar terms and inform users of any consequences to specific selections. This helped to reduce any CSU calls for support as well.
Easy registration for additional coverage
Registration for additional coverage was simplified to 1-2 questions that directly displayed the cost of these plans and allowed users to modify them according to their needs.
