EZ Comm Email Preference Test

Research Findings Presentation

January 2022

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Background & Objectives

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Background

Our members receiving the EZ Comm email for the first time are unfamiliar with Naviguard because they have not had or have not used their out of network benefits before, which might cause confusion on what happens next. If we can solve this problem, it would impact our newer members positively because they could more easily engage and form trust with Naviguard. It would also benefit our business because it would help inform how we prioritize our messaging throughout discovery touchpoints.

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Problem Statement

What is this research about?

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• UX Designer(s): Grace Deck
• Product Owner(s): Kristina Krautbauer
• SME(s): Sam Anderson

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Stakeholders

Key Dates

As we develop the EZ Comm email with the new branding and voice of Naviguard, we want to understand what order of information is the most helpful as they are introduced to Naviguard.

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Objectives

• Understand what email layout users prefer
• Understand how they perceive the design
• Clarity of key messaging

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Success Criteria

Why are we doing this research?

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Research Scope & Methods

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Research Methods

Conduct an unmoderated quantitative preference test with 11 participants, this allow us to be more confident that our findings are generalizable to all users and gives us statistical significance.

We will show participants both designs side by side and have them answer a survey of multiple choice and open-ended questions.

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Link to prototype

Primary Method

How did we execute this research?

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Key Findings

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Layout Preferences

Key findings

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54%

Preferred Layout A

“You can shorten it up, you know, use the layout A, and take meet Naviguard out completely.”

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- Participant 4

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Layout Preferences

Key findings

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46%

Preferred Layout B

“I think saying meet Naviguard first and then wrapping up the email with look for an email, just seems like the you know, the way that makes sense. A perfect flow”

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- Participant 2

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Clarity & Trustworthiness

Key Findings

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63%

Of participants found the designs very trustworthy

72%

Of participants found the designs very clear and understood what was going to happen next

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“I think both are trustworthy just because it tells you whom it's from and you’re a member of this plan, where it's going to come from, and that actually is very trustworthy.”

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– Participant 1

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Brand personality traits expressed

Key Findings

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Dedicated, this company is dedicated to help me resolve my bill

Connected, feels like we’re working together on the situation

Empathetic, presents the situation and offers solution and feels like the company cares

Dedicated, I got the feeling that this email wanted me to be well informed and why I was being contacted

Principled, before connecting me to third party they are informing me about it

Principled, no nonsense, gets you right to where you need to be, disciplined and down to earth

Between dedicated and principled, but went with dedicated because it seems like this is what Naviguard does and can help me resolve this

Connected, personal email to me and it’s going to connect me with Naviguard, I feel connected in the email

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Rating System

How to interpret and prioritize key findings from this research.

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“Meet Naviguard” section

Based on feedback from this test, we have an opportunity to refine our information architecture on how we introduce Naviguard to instill more confidence in our members.

What?

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• 3 participants felt the section was extra and not necessary for them to understand the key message
• 1 participant felt a lack of confidence with the information hierarchy
• But 46% of our participants liked the introduction to Naviguard and felt it built trust and expressed principles by informing them of the company

Why?

How might we integrate a more succinct introduction of Naviguard into the start of the email?

How Might We?

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“Look for an email” section

Based on feedback from this test, we have an opportunity to build more trust and clarity to our look for an email section.

What?

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• 3 participants felt like the “look for an email” section was lacking emphasis and when placed in Layout A, they felt it was clunky and not cohesive
• Participant 5 was skeptical and a little untrusting of Naviguard due to assuming this was an automated service, and that “Naviguard Advisor” didn’t sound human
• But 56% of our participants preferred this section first and all participants understood the key message and what would happen next

Why?

How might we bring a more human and cohesive solution to this section?

How Might We?

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Appendix

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Screener Overview

• Participants were screened to be between 27-64 years old
• All participants were screened to have employer sponsored health insurance
• Participants were from the following states: New Jersey, Florida, North Carolina, Illinois, Texas, Virginia, Wisconsin, Maine, California, and New York
• 90% of participants had an associate degree or higher
• 54% of respondents had an annual income between $50,000 - $99.999 and 56% had an annual income between $75,000 - $199,999
• 72% had experienced an out-of-network health care event in the last 2 years
• 72% use email for healthcare communication

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Who did we test with?

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Survey Results

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Survey Results

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Survey Results

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Survey Results

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Survey Results

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