Rethinking vision care enrollment beyond the Benefits Fair
VSP
Deliverables
User Research
Experience Strategy
Usability testing
Product Design & Development
Timeframe
3 months (2022)
My role
Design Lead
Team
8 core members
With COVID-19 and the introduction of virtual and hybrid workplaces, VSP (a vision care company) saw the opportunity to enhance outreach to potential and existing members.
In an earlier engagement, a different team created a concept that involved a vision quiz. Using research and stakeholder alignment, our team further defined the concept, designed, and developed it into a pilot product to be introduced during open enrollment.
The Ask
Approach
We followed the classic design process to move from research to delivery
Validating our hypotheses and reshaping the concept
We began by co-drafting the product vision statement at our Product Vision Workshop with our stakeholders, followed by interviews with them to continue shaping the product for user testing
Then, we tested our hypothesis with users to understand what drives engagement and builds confidence around enrolling in vision benefits. To our surprise, a quiz on glasses style tested poorly, as it made makes users skeptical of VSP’s intention as a vision care provider.
Our validation testing led us to design a pilot product with a health-focused quiz that helps users understand how to take care of their eyes based on their needs and lifestyle.
Who is this for
Goal is to reframe vision care for the uninsured, but is applicable to all users
Value proposition
Understand how to take care of your eyes based on your actual behavior
Inputs
User will answer 6 core questions that cover needs and lifestyle
Outputs
Top recommendation
Other things to consider
How to maximize your insurance benefits
Unified Efforts: 8 Weeks of Concurrent Interaction, Visual Design, Content Creation, and Development
In an ideal scenario, efforts across design and development will cascade in timeline to allow for design to mature and refine. To meet our quick timeline, we ran all 4 tracks of work in parallel—interaction, visual design, content creation, and development.
Solidified function design helped development build the framework
We began by finalizing the functional design of the quiz in sprint 1, quickly followed by applying visual design. The VSP content strategy team closely followed maturing design and continued crafting content tailored to the user’s response to the quiz.
Our dev team kept up with the design and content team closely by laying down the quiz infrastructure, followed by implementing the design.
Usability testing guided the design to emphasize easily missed content
Findings from usability testing in sprint 3 guided the team to bring more focus to areas easily overlooked and align the content closer to the experience principles.
Outcome
Launching to market in just in 3 months
In just three months, we developed a pilot market-ready product, seamlessly integrating our client into our design and development process. Our client, in the process of assembling a new design team, valued the opportunity to witness our collaborative approach firsthand.
Dynamic Collaboration: Melding talents in a fresh team
For many on the frog team, this project marked our first collaboration together. Despite this, we fostered a highly effective and adaptable dynamic, seamlessly bridging three time zones and integrating two VSP team members into our process.
Praise from the client
“I’ve worked with a lot of agencies and the collaboration with you all was really great compared to those past experiences.
I really appreciated the way design and dev teams worked together. You all made it look really easy from the outside, looked like it flowed really well.”
Chris Perry, Innovation Lead
VSP global innovation center