2014 - Amsterdam, NL
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
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.
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.
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.
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.
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.
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