Consumers have poor understanding, value and engagement in heavily regulated EOB (Explanation of Benefits) documentation. Complex technical architecture of backend systems are limited in ability for pleasing display. Inconsistent brand experience between Medicare and Commercial versions consolidated into one design template. Adding value drivers to encourage consumers to “go paperless” this document pushed the boundaries of meaningful, personalized and healthtip insights for persons your age.
As design lead and dedicated change agent I influenced graphic and editorial content improvements to a highly regulated, decades old black and white EOB design to a color version with added engagement for the user. Before beginning the initial design our team needed to understand the constraints for implementing a dynamic document contingent on legacy back-end systems and regulations on required information. Using several design references for approach i helped lead the strategy using front page summaries, clearly articulated plan info and quick health summaries. Internal pages revealed ways for users to save costs, find doctors and learn about gaps in care. Additionally we discovered brand inconsistencies across Medicare and Commercial versions of the EOB and brought them together visually. The improved EOB also led the way to emphasize the interactive, paperless EOB experience saving the company a projected $25M. The initiative will launch Spring 2019 nationwide.