Todd Wu

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20x Call Volume Reduction with Enhanced B2C User Experience

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PROJECT BACKGROUND

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

Implemented Subscription Adjustment Note

Improve transparency to members

Implemented Subscription Adjustment Note

Improve transparency to members

Updated Deactivated Card Component

Reduce confusion

Updated Deactivated Card Component

Reduce confusion

Updated Deactivated Card Component

Reduce confusion

Designed Responsiveness For Forma Store

Support on various devices

Designed Responsiveness For Forma Store

Support on various devices

Designed Responsiveness For Forma Store

Support on various devices

RESEARCH METHODS

Authentic User

We gleaned insights from Smartlook data and user feedback to better understand and address these real-world experiences

IMPLEMENTED SUBSCRIPTION ADJUSTMENT NOTE

Problem #1

Previous user story

"As a member of Forma's platform, I want to be able to access adjustment notes on the member portal so that I can review any changes made to my subscription, ensuring transparency and clarity in my account management."

-research participant

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

Solution #1-1

Implemented subscription adjustment note feature

1. Displays the notes to members

2. Members can initiate further actions by contacting support via an email hyperlink

Solution #1-2

Implemented note history feature with a popup window

3. Providing members with a comprehensive view of their customization history

Subscription adjustment note preview

UPDATED DEACTIVED CARD COMPONENT

Problem #2

Previous user story

“I attempted to use the Forma card for certain eligible benefits but encountered issues. I checked out my profile, I noticed that the card remained active with its status unchanged.“ -research participant

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

Solution #2

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

DESIGNED RESPONSIVENESS FOR FORMA STORE

Problem #3

Previous user story

"As a user, I want to have a better mobile experience on the page so that I can easily access and interact with the content regardless of the device I'm using.” -research participant

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

Solution #3-1

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

Solution #3-2

Implemented a detailed filter feature

3. Providing members with a comprehensive view of their customization search

Designed responsiveness preview

REFLECTIONS

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.

1:37:16 AM