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Update Beneficiaries
New York Life
The What
Beneficiary changes are one of the top 5 transactions on New York Life, feedback and analysis revealed that clients had difficulty navigating this transaction.
The Challenge
Reduce drop-offs - Increase the capture rate of beneficiary details
Reduce customer support call volume
Improve the ease of use for cutomers updating beneficiaries
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Research
What did we learn from current Users?
Traffic Data Analysis
Nearly 50% of clients failed to reach step 2.
Users are exiting the Edit page without fully submitting the change.
Out of the clients who reached step 2, 20% go back to step 1.
Users felt the right information was displayed but the process itself was confusing.
Usability Testing
In a Benchmark test of 20 users, 18 believed they had successfully submitted a change. In reality, only 7 succeeded.
20% of participants had difficulties that could prevent them from successfully updating their beneficiaries because poorly labeled and positioned elements did not effectively communicate whether they had completed the process.
The layout of the manage beneficiary call-to-actions and the non-standard data entry forms caused some confusion and delay.
Most skipped the custodian information because it wasn’t required. However, when asked, all thought it was important for NYL to have that information to ensure a smooth policy transition if something were to happen.
Comparative Analysis
What are some of the ways competitors model this transaction?
Amex, Northwestern Mutual, Vanguard
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Definition
What are the problems we are trying to solve?
Usability Testing and Analysis
"…would be easier if I could just type in [my symptoms]"
Desktop → See report
Most users abandoned the body view in favor of search
Most users had trouble with clarifying questions
Mobile → See report
Half of all user switched to the symptoms list view after struggling with the body map
Many users struggled to enter a second symptom (mobile)
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Insights
Key features to focus on.
Nearly 50% of clients failed to reach step 2.
Present a more prominent and visible Search input, with auto-complete
Break out treatment options as its own section
Display a results accuracy meter to encourage more data input
Show data entry in steps with a progress indicator
Mobile touch-friendly body map that leads to category lists
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Design
Let's make solutions!
MVP Challenge
The development effort to on rebuild and re-map the body map had been underestimated and would jeopardize the launch. A decision was made to move forward with a version that did not rely on the body map.
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Launch and Analyze
In the wild!
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Results + Learnings
How is it performing?
Improvements
✓ Page views increase +1
✓ Search field usage
✓ Common symptoms
✓ Medical history entry
✓Browsing conditions.
A deeper look at the mobile
Users miss the body map!
Data showed a propensity for Users to switch to lists. But, customer feedback received said that they liked the interaction with the body, it was a good way to start, to indicate "where it hurts".
Some terms are too medical!
Our Medical Advisory Board went about the task of editing the terms to be more consumer friendly.