Agent Portal
Project Objective
Gather and analyze feedback from agencies on a beta version of a digital agent portal and identify ways to improve its user-friendliness/ intuitiveness, align with agents’ needs, and generate ideas for future features.
My Role
Individual contributor and primary service designe
Project Highlights
*details of this project are proprietary
After Blue Cross Blue Shield of Michigan developed and deployed a new platform for agents to utilize, I was tasked with conducting a UX focused research analysis to understand how agents felt about the platform and discuss ideas for future improvements. The team specifically aimed to understand how agents leveraged the portal, as well as supplementary software or tools to conduct their business.
The research sessions were planned to consist of an hour of UX focused shadowing, prompting agents to walk through specific tasks on the portal and narrate their process as well as any hurdles they encountered, followed by an hour of a group interview paired with a generative activity focusing on the future of digital portals.
Shifting our approach in the field
On the days of our scheduled research, my lead and I realized the initial structure was not going to be feasible due to some miscommunications between contacts. We quickly pivoted to holding a longer and more in-depth group discussion about the current state experience, with some break out demonstrations of the portal. We followed that with a group ideation session on the future of the agent experience.
Employing Futures Thinking
After we developed and reported out the findings, my team and I held an ideation session to discuss what the agent experience could be like down the road using Futures Thinking. I explained that by leveraging different potential and probable futures, the organization would be strategically agile to deal with any potential hurdle and position themselves ahead of the curve to stand out in the market.
