icare Journey

Brief
To create a visualisation of the icare journey that could be used across the organisation.

The Objective
icare provide insurance and care services to the people, businesses and communities of NSW across 8 schemes

• Dust Diseases Care
• Home Building Compensation Fund (HBCF)
• Lifetime Care
• Insurance for NSW
• Sports insurance
• Workers Care Program
• Workers Insurance
• CTP Care

My role in this project

• User research
• User interviews
• Data analysis & synthesising
• UI designs
• Creating prototypes
• Usability test prototypes
• Presenting the project 

UX Challenges
Understand the organisation and different scheme needs and create one visual device showing the common global icare journey that could be used across the organisation and across all of the schemes. On this project I was working with the Customer and Brand team who had already conducted the initial research and provided the below solution to the business.

My first step was to get a thorough understanding of the business needs as well as those of the individual schemes. I conducted research across the organisation and was able to define some key insights.

The key insights were:

• Management wanted an easy, visual way, to show what the general icare journey experience is. Something they could use to easily pinpoint areas within and a tool which would help them communicate about the different points of the journey.
• They wanted to be able to clearly see:
  – Each stage of the journey at a high level
  – One visual device that would work across all schemes
• Across the schemes they wanted to make sure they were correctly represented and not just being put in one bucket.
• They wanted to be able to clearly see:
  – Each stage of the journey at a high level
  – A breakdown of all the points within each high level stage of the journey
• There are 2 areas within the journey that cycle. The first being the Insurance part of the journey. As long as the premiums continued to be paid the insurance cycle would continue. The second was the Care & Repair and Payments points of the Claim and Care part of the journey.

Design – Round 1
With that information in hand I began work on 3 design concepts.

Concept 1 – Linear 

The first design used a linear approach. Showing the various steps of the icare Journey and that the insurance part of the journey is as continuous loop and that the claim and repair and payments sections can also loop before closing or transitioning.

Concept 2: Circular Design

This concept visualises the Insurance section as a continuous loop with the Claim and Care part of the journey sitting inside it. The idea around this concept being that if there is an injury and as a needs of those icare care for increase they come closer to them.

Concept 3 – Side by Side

This concept further develops the circular approach and showing the cycles within the journey but shows the Claim & Care part of the journey outside the Insurance cycle.

Testing – Round 1
With the initial concepts ready to go it was time to start testing. Throughout the testing phases I conducted testing sessions with 10 different groups across icare representing the different schemes across icare, delivery teams, the GM working group and the executive committee.

While testing the above designs I received further feedback from the teams

• They all like the labels being inside the lines.
• The linear approach made it feel like there was a start and an end point and that they had to go through each step in order.
• Claim & Care didn’t stand out enough
• The feedback on which concept they preferred was mixed. There was no clear direction.

Design – Round 2
With all the feedback in mind I did further design tweaks to the concepts 2 and 3.

Concept 2 – Circular

The labels were placed inside the lines of the circle, simplifying the design.

Concept 3 – Side by Side

Testing – Round 2
I conducted further testing with the teams and also with the executive management team.

• They felt concept 1 didn’t work as well for icare anymore
• The felt concept 2 felt too busy and whilst they liked it once they understood it, felt as though it took too much effort to understand.
• They all liked concept 3 however thought the Insurance cycle needed to be smaller
• They thought the transition/Close step made it look like it looped back into the Insurance cycle

Design – Round 3

Focusing on concept 3. I made further tweaks to the designs.

I reduced the size of the Insurance cycle, put the Insurance and Claim & Care headings inside the circles, changed the direction of the Transition/Close step and added some icare brand colours. I also needed to develop a way to show the levels within the journey before I could do further testing.

Using a tint of the icare blue i was able to easily highlight a section of the icare Journey and then show a breakdown of the steps and touch points within that stage of the journey.

Testing – Round 3
I then conducted further testing with the icare Scheme teams as well as the front line team

• They loved the updated design and found it easy to follow and identify their parts of the journey
• The loved the breakdown of the sections and found it easy to navigate to the exact parts of the journey they were currently working on
• They felt as though the language used within the journey needed tweaking

Another key insight:

There was one scheme that couldn’t fit within the same journey as everyone else. HBCF have a slightly different journey in that there is a large eligibility step prior to the insurance cycle that was not being highlighted clearly enough in the steps and touch points

After raising this insight and my concerns with the executive committee, I created a unique version of the icare Journey to be used only by the HBCF team which shows the eligibility part of the HBCF Journey. We then worked with them on the size of the Eligibility circle as well as the language used within that stage to ensure they were accurately represented within their unique version of the icare Journey.

Data Synthesis:
During each testing phase, I collated all the feedback based on each testing session and each concept in a Miro board.

Whats next?
The icare Journey is currently in the final stages of approval before being rolled out across all the schemes and the organisation.