"The Ease of Use Member Web Redesign Team and I, personally, are so impressed with Steve Brock and the Blue Bear technology. The combination of focus groups and usability brought a whole new perspective to our goal of creating a site that both helps our members find critical transactional information as well as helps them make more informed health and financial decisions. In my 20+ years of marketing research experience, I have found a small number of exceptional moderators. Blue Bear has now been added to the list."
CLIENT: A Fortune 100 provider of health care, dental, pharmacy, group life, disability and long-term care benefits.
CHALLENGE: Needed to develop a new member website that would support member conversion from telephone to website interface. The previous version of the member site was complex and difficult to use. Following redesign, Blue Bear was asked to help assess progress and recommend improvements based on user reaction.
KEY STRATEGIES: Helped clients see for themselves how users reacted to key pages and functionality via Blue Bear groups on the new prototype and on competitive home pages.
Tested ease-of-use via high-incidence tasks, measuring completion percentages both before and after implementing Blue Bear recommendations. Recommended specific changes to improve completions.
Probed user needs to find a more impactful overall message for the site.
RESULTS: Isolated critical outages in the member experience, providing new focus to development plans and priorities - helping to align multiple client constituencies.
Drove strong double-digit improvement in task completion rates in post versus pre Blue Bear prototypes.
Provided a potential breakthrough conceptual message for the member site that builds directly upon unmet (and previously unarticulated) user needs.
