HBA website design
The challenge
HBA are one of the top five health insurers in Australia. Within this leading group HBA are seen to be innovators and pioneers in customer service quality and strategy. The HBA website team had been researching and assessing what the “next big things” would be for the HBA website. However, they had no knowledge of what their members (and potential members) wanted or needed from the HBA website.
The solution
HBA engaged Stamford to find out what these people needed and to then transform these needs into new designs for the HBA website. Stamford conducted several focus groups with members and potential members to explore their needs and wants. The result of this research was a clear indication of what was important to HBA website users. In additional sessions, Stamford worked with HBA members and potential members to design a new information structure (or Information Architecture), ensuring that finding information within the structure was intuitive for users. Rough paper prototypes were then created to start to get a direction for the website design. These prototypes were tested with users to ensure information could be easily found on the screen and that moving from screen to screen was intuitive. The prototypes were progressively refined and tested over several sessions, with further detail and clarity added along the way. It became clear that HBA members and potential members had very different needs and wants from the website. Therefore, different designs were created for members and potential members’ websites, and both designs involved differing Information Architectures which reflected the needs of the users. The outcome was a series of user-friendly screen designs for a new HBA website. The designs were handed over to HBA along with a detailed document which thoroughly explained the purpose and functionality of each element on every screen, making it easy for HBA’s internal development team to implement the designs.