ASIA THE PERSON
SECTION
OVERVIEW
THE CHALLENGE
WHY ISN'T THERE AN APP FOR THAT?
Empire Life aimed to elevate their group benefits by integrating mobile functionality. Without this enhancement, they risked falling behind industry standards, losing sales opportunities, and limiting options for existing customers to manage their group benefits effectively.
THE SOLUTION
CREATE AN HIGH-IMPACT, LOW-EFFORT MVP
Time was critical, so we prioritized developing an app using the existing mobile browser version of the Plan Member Website. The MVP focused on POS interactions, allowing users to grab their benefits card for direct billing or quickly submit claims on the go.
MY CONTRIBUTION
HOW DID I MAKE THIS APPEN?
I led the creation of high-fidelity prototypes and oversaw the product development process. This involved analyzing current user journeys with BQAs, redesigning the claims experience to address pain points, and building a cohesive design system for the mobile app.
SECTION
RESULTS
2,000+
users within the first month
20,000
users to date
4,000+
monthly sessions
SECTION
IMPACT
Building a new era for group benefits
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Introduced a mobile app experience for plan members, unlocking fresh opportunities to serve customers and expand the reach of Empire’s product ecosystem.
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Redesigned the claims process to minimize follow-ups, streamline audits, and create a seamless experience for both customers and operational teams.
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Updated guidelines, documentation, and reusable components to ensure consistency across mobile apps and in-browser experiences within Empire’s suite of group products.
SECTION
APPROACH
How did we create
and deliver a mobile app?
Faced with tight deadlines, a new team, and limited mobile app experience,
we focused on identifying the essential features for our MVP.
Our goal was clear: give our members what they need to enjoy their benefits on the go.
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To achieve this, we leveraged site traffic from Plan Member Website (PMW) and reviewed CSU inquiries to pinpoint the features users relied on most during their routine - claims submission and benefit card retrieval.
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This approach allowed us to prioritize high-value, impactful features for the MVP, guiding our development process and ensuring we delivered the greatest benefit to our users.
SECTION
PRODUCT GOALS
Focus on simplicity.
The app should be intuitive and user-friendly, eliminating industry jargon wherever possible. Users of all experience levels with insurance must be able to navigate the app and access all its features effortlessly on their first try.
Focus on claims.
The claims process should be redesigned to collect all necessary information upfront for seamless processing and audits. This eliminates the need for follow-ups, ensuring a smoother and more efficient experience for users.
SECTION
/ FINAL PRODUCT
Manage your group benefits anytime and anywhere,
with Empire Life Mobile
The app was released in June 2023, on both the Apple App Store and Google Play Store as a quiet launch for pilot testing.
Submit a claim
Submit a Receipt
My Benefit Card
View my Profile
Tailored questions, simplified language, and instantaneous payment processing. You can use this feature on the go immediately after enjoying a service.
Simplify your claims process for quicker payments!
Submit receipts and other claim documents directly through the app. You can share additional documentation via file upload or photo capture.
Enjoy hassle-free document management on the go!
Instantly view or download your Benefit Card on the app. You can use it at point of sale for direct-billing or to validate your coinsurance deductions.
Create seamless and simplified interactions with service providers!
Access and update your account credentials, your personal details, and your banking information to ensure that we have the latest details for your benefits plan.
Enjoy easy updates to your profile updates, wherever and whenever.
SECTION
/ KEY TAKEAWAYS
Supporting new changes for existing users.
The app's new MFA login system posed challenges, leading to confusion among users accustomed to the previous setup.
To address this, we provided training to our Customer Support Unit (CSU) to assist users effectively. We engaged with users to set clear expectations for their initial experience, ensuring a smoother transition.
Documentation:
A foundation for the present and future.
Recognizing the importance of knowledge sharing, my team closed documentation gaps by introducing new templates and methodologies.
This initiative not only simplified learning for future projects, but also provided a deeper understanding of features and systems. It empowered us to reimagine and enhance existing processes for better outcomes.
Collaborate with stakeholders to shape the design.
I worked closely with stakeholders through steering committees and design reviews to align product requirements with UX needs.
Their regular feedback secured early buy-in from the business and enabled us to iterate rapidly. This collaboration ensured that we finalized a well-refined MVP, addressing key priorities effectively.
