CLIENT: Chicago History Museum
PROJECT: Integrated Inbound | Outbound Membership Campaign
COMPONENTS: A/B version Donation Microsite, Direct Response program
ROLE: Concept Development/Visual Design/Print Production
CLIENT: Chicago History Museum
PROJECT: Integrated Inbound | Outbound Membership Campaign
COMPONENTS: A/B version Donation Microsite, Direct Response program
ROLE: Concept Development/Visual Design/Print Production
CLIENT: Milwaukee Public Museum
PROJECT: Integrated Inbound | Outbound Membership Campaign
COMPONENTS: A/B version Donation Microsite, Direct Response program
ROLE: Concept Development/Visual Design/Print Production
CLIENT: UnitedHealthcare
PROJECT: Medicare Made Clear Chatbot
OBJECTIVE: Launch a chatbot on MedicareMadeClear.com
DURATION: 6 Months
ROLE: UX Architect, Visual Designer
TOOLS: Sketch, InVision, Adobe Illustrator
The Ask:
In June 2019, our team was presented the challenge to stand-up and develop an MVP Chatbot for MedicareMadeClear.com in time for the 2019 Initial Enrollment period starting in December.
DESIGN WORKSHOP:
Our project team met with the stakeholders from UHC and AARP in for a design workshop where we established user personas, and high-level user journeys. and to align on platform, technical requirements, personae, UX/UI, customer journey, decision tree, and copy.
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USER JOURNEY:
After aligning with stakeholders on primary user personas and journeys, in collaboration with the lead BA, we quickly produced a detailed decision tree and representative user journey based on one of the flows from the decision tree.
WIRE FRAMING:
Initial wireframes in both desktop and mobile views outlined the user flow and interactions based the approved user journey artifact. At this point the links to the prototype were turned over to the client for their UAT testing.
BRANDING:
We were also tasked with creating the branding and tone for the chatbot. Leveraging the aesthetics from the current Medicare Made Clear branding on both the website and video content, we delivered a range of creative solutions in two rounds. Below are the two generations of visual designs I presented.
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PROTOTYPING:
After UAT approvals, with minor tweaks we went to high fidelity prototypes in desktop and mobile views, providing flows on several decision trees adding additional bot functionality and escalation trees to guide the user to assistance if the chatbot was unable to provide an adequate answer.
OUTCOMES:
After successfully launching the MVP in time for Medicare's Initial Enrollment Period, we've continued to add features and functionality to the chatbot and have collected some key metrics on how the chatbot has improved to overall experience on MedicareMadeClear.com
EDUCATION
Over 4,500 unique bot visitors explored key topics.
LEAD GENERATION
Since adding the chatbot to MMC.com, referrals to AARPMedicarePlans.com increased by 30%.
CONSIDERATION
Users who engage with educational content are
2.5x more likely to purchase a plan.