Enhancing B2C User Experience
20x Call Volume Reduction
Feedback from
Enrolled by world class companies
Forma — a modern-day benefits platform
Gives employees the freedom to choose health and wellness options that are right for them
Flexible benefits that are global and equitable
Company
Forma
Process
End-to-end
Duration
8 weeks
Position
Product Designer
Team
1 Product Designer, 5 Engineers, 1 Engineer Manager, and 1 PM
We achieved
This project was launched in Nov, 2023
20%
reduction in member inquiries
1 workday
saved for the Forma support team
80%
reduction in receipt review time
Mockups
Enhancing Member Experience:
Key Improvements at Forma
Forma is a health and wellness company dedicated to enhancing the overall experience of its members. The company provides a range of services designed to promote physical and mental well-being.
Through stakeholder engagement and user research, the project emphasizes the following three points to improve member's experience: Clear and Transparent Information, Clarifying Eligible Benefit Card Status, Making Mobile Experience Smoother and More Flexible.
Clear and Transparent Information
Improve transparency to members
Clarifying Eligible Benefit Card Status
Reduce confusion
Making Mobile Experience Smoother and More Flexible
Support on various devices
Clearer and more transparent information
We aim to make adjustment informations accessible on the member portal so that members can review any adjustments made to their subscription
Clarifying eligible benefit card status
Redesigned deactivated card component to reduce confusion
Making mobile experience smoother and more flexible
Improved mobile and tablet experience by designing responsiveness, ensuring adherence to Forma design guidelines, and adding a dropdown filter for better benefit sorting
Achievements
This project was launched in January, 2024
20% reduction in member inquiries
Implementation of the Subscription Adjustment Note feature has significantly enhanced user experience and reduced administrative burdens. By providing transparency in subscription changes, Forma has empowered users to manage their benefits effectively, leading to a substantial decrease in support-related inquiries.
1 workday saved for the Forma support team
In ISP subscriptions, Customer Operations can add adjustment notes, but these notes are not visible on the member portal. As a result, members have no way to track changes to their subscriptions.
Whenever members had issues or questions, they had to reach out to their HR teams or the Forma support team. The support team would then receive a ticket, determine the relevant vendor, and assign the case to a specific Customer Operations specialist.
Reducing support costs and meeting stakeholder needs
While collaborating with the PM on a feature to improve subscription adjustments, I proactively led the design of the Subscription Notes system—an initiative informed by support ticket data, user behavior analytics, and interviews with our internal support team and vendor specialists.
In a fully remote environment like Forma, I made it a priority to directly engage stakeholders early, especially the operations manager, to understand workflow pain points and communication breakdowns. The solution streamlined handoffs and clarified context across teams.
One year post-launch, the support team reported a 20% reduction in customer inquiries and confirmed the feature saved them a full workday each week by routing tickets more effectively to the right specialists. This project exemplified how thoughtful design can deliver measurable operational impact.
Mockups