2014 - Amsterdam, NL

CHA Online

CHA handles insurance claims for pharmacies and insurance providers. The re-design of their online tool supports pharmacies to file claims by guiding the user to prevent errors as well as reduce filling and handling time

My role: UX Research & UX Design



Re-designing CHA Online

Clearing House Apothekers (CHA) is a company that handles insurance claims for pharmacies and insurance providers. They have more than 10 years experience in the business and were looking for a new design for their core offer: CHA Online.

The result is a new version of CHA-Online, where the tool guides pharmacists through the claims handling process and uses data to reduce the risk of mistakes; which translates in less time and effort from the employees as well as speeding and easing claim approvals.

CHA Screens-Desktop-Tablet
CHA-Vision session


Scope shift: from a visual upgrade style to designing a user-centred online experience.

By means of a vision workshop with stakeholders, it became clear that the challenge implied more than updating the tool’s design by implementing CHA's new visual style.

It meant a bigger effort to create a service touchpoint that addressed the needs of different target audiences while updating the organisation's front-end and back-end infrastructures.

Identifying user group's goals, tasks and blockers was key to designing a solution that fits their workflow.

Conducting interviews with different target groups - individual pharmacies, chains, insurance providers and internal CHA users - enabled us to identify their main goals, priority tasks & blockers

We understood that the mental model from the different target audiences is fundamentally different, for instance: pharmacies act thinking about the money to claim back, while insurers make desicions based on the amount to pay.

CHA User needs
Detailed findings from a user group

A modular concept to provide the right features to each target while allowing business scalability.

The differences and similarities across groups resulted in creating a modular concept where each target could be provided with the core functionalities that would serve their main tasks and align with the user’s motivations. Additionally, a modular solution allows flexibility to offer new pricing packages.

This move was supported by quantitative data from the current site’s usage statistics, where it was visible which functionalities were used by each target audience.

CHA Sketch
First sketches for the front-end interface
CHA Overview system
Understanding back-end implications

Using SCRUM to design and develop the solution together with constant user testing for refinement.

Detail design and development took place in parallel with two teams working side by side: one with a focus on design (including Front End) and one focused on Backend development.

Because users were a priority, each sprint included a round of validation with techniques ranging from paper prototype to usability testing with the implemented product features.

CHA overview
Overview of screens for user feedback

Selected work

Maria Hock work
MING Labs - Business & Service Design, Research
Philips - Service Design, UX Design 
Biosense Technologies - Service Design, Research 

Want to know more?

Drop me a line! I am always happy to chat over coffee - and cake.


Maria Hock - 2019