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Geisinger Health Plan

Online Explanation of Benefits

Understanding health insurance can be challenging. That’s why one of the leading health insurers, Geisinger Health Plan, turned to Red Privet to help its members better comprehend how claims were being processed, why they owed what they owed, and the subsequent affect on their overall benefit status. Red Privet met this challenge by designing a new screen to communicate the information typically delivered in an Explanation of Benefits (EOB), but in a consumer-friendly way.

Based on information revealed during Red Privet’s work on Geisinger Health Plan’s customer experience strategy, members were generally unsure about the purpose of the EOB, resulting in a high volume of customer service calls, confusion, frustration, and a negative overall impact to the organization’s net promoter score. Through an iterative design approach that applied feedback from real members and stakeholders alike, Red Privet created a mobile-first design that enhanced members’ comprehension of the EOB through the use of visual presentation and plain language. This approach was instrumental in identifying an intuitive information architecture that matched the user’s mental model and helped them actually recognize why the claim was paid or not paid.

In the end, Geisinger Health Plan achieved their goal of taking a complex topic such as insurance and making the information less burdensome to understand and less intimidating to deal with. The results: increased consumer confidence, less phone calls, and happier members.

services

  • Customer Research
  • Information Architecture
  • Experience Design
  • Responsive Design

2016 Horizon Interactive Award:
Websites - Responsive / Mobile Design

2016 Horizon Interactive Award:
Websites - Consumer Information

Red Privet truly helped our members understand how their insurance benefits work. Their solution was thoughtful, well-executed and intuitive, but most importantly member-centric.

Chris Fanning - Chief Marketing Officer, Geisinger Health Plan

Red Privet deployed a true iterative design process by creating four design “sprints” to test complex scenarios with members and stakeholders. Member feedback revealed the importance of using plain language (minimizing insurance jargon), graphics that have a clear purpose, and keeping color at a minimum to reduce information noise and confusion. Showing deductible information as a calculation aided with comprehension.

The online EOB was designed mobile-first to optimize mobile display before scaling for tablet and desktop. By hiding information complexity with design, user confidence increased and users expressed a desire to use the web-based EOB.