Cutomer Portal - Documents Tab
The Problem:In 2023, the Elephant Product team identified friction in the customer portal's documents tab, with customers struggling to locate essential documents like ID cards, billing statements, and proof of coverage.
The lack of a centralized location required users to navigate multiple areas of the portal, leading to frustration and increased call volumes that burdened call center resources. To address this, the team set out to design a centralized, categorically organized hub, making it easier for customers to access critical documents independently.
Goal:
Design a centralized, categorically organized hub for important documents to:
- Improve accessibility: Allow customers to easily find key documents.
- Reduce dependency on support: Minimize the need for call center assistance.
- Categorized organization: Documents grouped into clearly defined categories.
- Download capability: Users can easily download copies of documents.
- Sharing options: Simple tools to email or fax documents in a user-friendly format.
- Collaborated with product owners to define categories
- Designed and tested prototypes for different display solutions
- Contributed front-end code (HTML, CSS) to facilitate developers for the updates
- 50% increase in customer interactions with the new documents tab.
- Significant decrease in call volume to the Elephant call center.
Research Approach:
Leveraging tools like FullStory and UserTesting.com, I collaborated with Marketing and Product teams to pinpoint key user pain points and identify the most critical documents for prioritization.
Key Insights:- The top user need was a quick and easy way to download their insurance ID card.
- Secondary priorities included accessing billing documents for personal records and the ability to email various documents to brokers or personal agents.
Redesigned Document Center
Solution:Documents were categorized into four clear sections:
- ID Cards
- Policy Documents
- Billing Documents
- Other: users could request other documents that may be unavailable in the portal
Expandable card sections were introduced, allowing users to click or tap to view more details. This design enhanced content scannability and established a hierarchy, prioritizing ID Cards, as they were the most frequently sought-after document.
The new documents tab resulted in a significant decrease in customer call volume to the call center and a
50% increase in customer interactions
Easily Download or Share Docs
Enhanced Functionality:The new Documents hub includes easy downloads for each category, allowing users to quickly access their documents, and seamless sharing options, enabling them to email or fax documents with just a few interactions.
Conclusion
In 2023, the Elephant Product team addressed customer friction in the documents tab of the customer portal. Customers struggled to locate essential documents, leading to increased call volumes and user frustration.
The solution involved creating a centralized hub with documents organized into four categories: ID Cards, Policy Documents, Billing Documents, and Other. Expandable card sections improved content scannability, prioritizing frequently accessed items like ID cards. Additionally, streamlined download and sharing options allowed users to easily access, email, or fax documents.
These key updates resulted in a 50% increase in customer engagement with the new documents tab, along with a significant reduction in call center volume.