MetLife is a global insurance and financial services provider. The Statement of Health Online Application is an important component of providing life insurance to its customers. This application determines a customer's insurance eligibility.
Filling out forms as a user can be a long and tedious process, and this was one of the many issues that plagued the statement of health application. User pain points were identified through research. These pain points were directly related to the dropout rate which were impacting MetLife's revenue as well as losing potential customers every year.
From a quick-wins perspective, the short-term strategy was to streamline the current UI and fix any technical errors. The long-term strategy was to align the UI with MetLife's new design patterns and monitor customer feedback. Simply put, the goal was to streamline the submission process and reduce the dropout rate.
Analyzing customer feedback data from the Medallia platform revealed that users were dissatisfied with the process. I also looked at previous web application completion data to see how long it took users to complete the Statement of Health process; this helped me set objectives for reducing the time on task number, which was currently 18.5 minutes to complete the Statement of Health application.
We looked at removing unnecessary questions and combining steps in the process. Graphics were also optimized to reduce load time. The development team addressed technical errors regarding login issues.
Interactions and page standards were established to assist the development team.
Early indicators show improvements in Statement of Health application dropouts, NPS & customer satisfaction from Quick wins efforts.
