20x Call Volume Reduction with Enhanced B2C User Experience
Feedback from
Company
Forma — a modern-day benefits platform
that gives employees the freedom to choose health and wellness options that are right for them
Flexible benefits that are global and equitable
Context
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: Implemented Subscription Adjustment Note, Updated Deactivated Card Component, Designed Responsiveness For Forma Store.
Member experience projects preview
Implemented Subscription Adjustment Note
Improve transparency to members
Updated Deactivated Card Component
Reduce confusion
Designed Responsiveness For Forma Store
Support on various devices
Lacking of transparency
In Forma's internal platform, customer operations can include adjustment notes, but these notes were not visible on the member portal. We aim to make this information accessible on the member portal so that members can review any adjustments made to their subscription
Subscription adjustment note preview
Confusing card component
1. Displaying all eligible benefits for the credit card despite its deprecation has caused confusion
2. The card components, including the lock icon and card details, remain active despite the card's deprecation
3. The ability for members to add a virtual card despite its deprecation has led to confusion
Designed deactivated card component
1. Removing eligible benefits icons, and a deactivation notification is now displayed
2. Displaying a deactivated status, featuring a grayscale card image, removed action buttons, and a notice indicating the deactivated status
3. Implementing an option for members to remove the deprecated card from their profile
Deactivated card component preview
Inconsistent user interface
1. Deviates from the Forma design guidelines when users switch to different platforms
2. The lack of filter feature on tablets or phones limits user flexibility
Designed Responsiveness
1. Both tablet and mobile devices are responsively, maintaining adherence to Forma design guidelines
2. Dropdown filter for users to conveniently sort through various eligible benefits
Designed responsiveness preview
Reducing support costs and meeting stakeholder needs
A good user experience increases customer satisfaction, user engagement, and loyalty. As discovered in this subscription adjustment note project, it can also reduce customer support costs. This project was initiated by the PM after collecting feedback from users and the operations team. Therefore, when I was designing the subscription adjustment note, I specifically interviewed the manager of the operations team to ensure my design meets the stakeholders' needs. Especially in a fully remote work environment like Forma, proactively approaching stakeholders is crucial.
