Like many insurers, you have probably considered redesigning your provider portal. So what’s holding you back? If the thought of a redesign gives you that deer in headlights look, you’re not alone. But while revamping your provider portal comes with inevitable challenges, the returns on your investment can be huge.
One major reason to redesign a website is to meet the demands of your users. Your provider network has very specific expectations: most of them only visit your site when they need to perform a few specific tasks, like checking eligibility, the status of a claim, or gathering patient information. Their experience is defined by their ability to find information, and the consistency of the site’s interactions and visual style. If you can help them complete their tasks in the most painless way possible (especially if it is as good or better than your competitors), you’ve not only met their expectations, but you’ve potentially made the experience worth talking about to others.
When that doesn’t happen, everyone from the provider to the insurer to the member can be impacted. 76% of consumers report that the most important factor in a website’s design is “the website makes it easy for me to find what I want.” So how do you offer your users a positive, intuitive, consistent experience when using your provider portal? Here are a few best practices to take into consideration:
- Know Your Users – Make relevant content easily accessible and complement user workflow by defaulting drop down menus to common settings. The more comfortable your users feel, the more likely they are to use your site.
- Provide Intuitive Navigation – Ensuring that navigation is consistent across all functionality within the portal will help to eliminate any confusion from screen to screen, and help the user complete their tasks as efficiently as possible.
- Save Users Time – For example, a “click to chat” feature to assist users with questions regarding claim status, eligibility, and benefits will reduce the need for them to pick up the phone.
- Be Consistent with Nomenclature – Avoid slang and use consistent terms and titles throughout the site. Don’t be cryptic – make the experience as simple as possible and don’t give users another reason to have to pick up the phone and call for help.
- Reduce Complexity – Design for the parts of the website that users aren’t already familiar with in general practice; i.e. ‘the gap’. Minimizing the gap between current knowledge and target knowledge is key.
By following these simple rules, you will see an increase in usage, while receiving fewer calls and less negative feedback. Ultimately, it can also help minimize development and maintenance costs as well – and who doesn’t want to save time and money? If your current provider portal does not already incorporate these design guidelines, you stand to realize significant gains and ROI from a redesign.