Research

Data analysis and synthesis

Competitive and comparative analysis

User research

Screeners and Surveys

User Interviews

Feature Prioritization

Information Architecture

Visual Design

Iterative Designs

Research

The research took place over a three-month period, during which we used services like Google Analytics to study the browsing patterns of members on our website. We were able to track where users were going the most and where they were leaving. We also reached out to our contact center and pulled their statistics, which detailed the reasons for calls and the pages that members were having the most issues with.

In addition to these tasks, we held focus groups with both internal (employees) and external (subscribers) users of the website. These focus groups were held at separate times and gave users the opportunity to communicate directly with various departments (content experts) within PEBA and our communication teams. Through these meetings, we were able to identify the most important sections to both members and employees.

Data analysis and synthesis

After compiling the research together, I took a deeper dive into the Google Analytics. The conversion rates of the website and visitor details was compiled on a spreadsheet with data ranging for the prior three years on it’s on file. Google analytics gave us direct access to site traffic and mobile browser breakdown. Including details on demographics, which we used to reveal trends.

• Where are members visiting?

• What site features was being used / which ones wasn’t?

• How long are members staying on pages?

Competitive and comparative analysis

Prior to designing I worked directly with the communications team and surveyed the competition. We took a look at the biggest state funded insurance teams and their websites. We reviewed each website to view the navigation style along with the style of the websites.

Colorado

Viewing the competitors allowed us to design a goal for where we ant to sit in the overall group of benefit administrators. One major point that separated PEBA from its competitors is having the ability to combine both insurance and retirements together to give members access to their benefits at one source. Taking a closer look at competitors helped renew the reasoning and goals for updating the navigation of the website.

User research

By utilizing our customer contact center we were able to pull calls and listen to members give live feedback on the website and to find out what was causing the most issues. After reviewing calls and talking to employees we compiled a list of the top website issues based on user feedback.

1. Unable to locate how to replace card

2. Unable to find health benefit related information

3. Issues using the benefits calculator

4. Issues finding forms

5. Unable to find out plan details

After finding out how many users were having issues with replacing their cards we made implemented a quick fix to the current site adding a banner which did reduce calls to our contact center however it gave us insight on how important it is to members to be able to control and administer their own benefits.

Screeners and Surveys

Working with our development team we were able to set up surveys to activate after a member visits our website. These surveys were placed after members completed certain actions such as updating their contact information, or registering for a specific training.

Questions

Did you like the design of the website?

Were you able to find what you were looking for?

Did you find the navigation menu on the website useful?

Did you find the images on the website relevant?

Is there anything you would change with the website?

After the surveys were completed the design team met with the leaders from various departments around PEBA to discuss the results and go over planning for future deliverables.

User Interviews

After compiling the user research we were able to establish personas built around the type of employees we typically see visit the website. Since PEBA covers all State employees of South Carolina we have a wide range of users. This includes employees new to the field and employees on the verge of retirement.

By reviewing the user research we were able to focus on the employees that visit the website the most which consisted of new hires, and retirees. Based on that information we split the members in personas to start designing for them.

Along with creating personas we also reached out to members that typically make up our visitors.

• Policeman

• Teacher

• Retiree

• New Employee

PEBA has a Benefits at Work conference annually. There are typically 1000+ employees who sign up for the conference. Utilizing the conference and the employees signed up I created an addition to scheduling allowing particular members (that were vetted out via email) the ability to complete the usability study.

The study compiled of having the members complete task on the websites and track the amount of time each task took to complete and the users navigation. These task included items such as locating particular benefit forms, calculators and calendars. After each member completed the task, we asked them to give us feedback on the website.

“It’s too confusing! When I go the website I always call in because I can’t find anything”

User 1

“I would rather call into customer service than to visit your website”

User 2

Feature Prioritization/ Information Architecture

One of the most challenging aspects of this project was finalizing a site map. For years PEBA has always operated as two different entities (retirement and insurance). Combining the two into one source cause conflicts and rifts between departments and different areas in the organization for wanting to take up space on the website.

In order to help ease the frustration with the future changes I opted to meet with stakeholders and leaders in departments weekly to give an update on the changes and give them an alert on what to expect.

Within these meetings I also made them apart of the process by building out the sitemap together. I would generally build out a makeshift form of the site map based on the research and the user studies and discuss with the team why I made certain changes and decided certain placement. This approached worked with the team because they had an understanding on why things were being done this way. This also gave them a direct line of communication with me if they felt things should go differently.

Top features

• MyBenefits

• Appointment Scheduling

• Email sign up list

• Newly employed section

• Health Benefits plans

• Forms

Visual Design

Throughout the process of design I worked on various prototypes that included a light version of the website and various wireframes. As we got deeper in the research the wireframes turned into mockups. I presented these wireframes with our leadership and used these to build out the information architect of the finalized website and determine placement of items.

This helped the process alot because we completed an exercise where we printed out the name of each section within the website which is used as the main navigation links and during the meetings with the leadership and department leads we created the new site map and moved from wireframes to an actual design.

Utilizing these wireframes during my meetings with leadership allowed me to share my vision with them so they could understand during the visual design process my train of thought and understand the new layout.

Having access to these also helped the transition over to the development team. PEBA uses FileZilla and uploads the website via FTPs. These wireframes allowed the development team to take a peep into the design early on the process.

Prior to the new site when departments such as health initiatives have updates to their processes they would send out emails with links of the direct page where to find the updates. Customer service also had to deal with long web addresses so would send the members links to certain pages.

These pages would be items like training videos, or new benefit resources. Adding in the ability for members to now see a rotating header image that will be able to work as a place-keeper for new announcements or pertinent items the member should need.

This location is called the body which consist of Upcoming events. Upcoming events is where our event team will be able to update the website with details on trainings including when and where the trainings will take place. Along with finding out the details of the event members will have the ability to sign up and verify the size of the training class.

Latest news is also a new feature being added to the website which is used to direct members to the latest updates within the organization.

Online services will be the placekeeper for features and services offered by PEBA however services via different websites. These locations include the member portal and MyBenefits.