Blue Cross Blue Shield of North Carolina (BCBSNC) needed to improve return rates due to incomplete or incorrectly filled-out forms. For this project, TecEd partnered with Caroline Jarrett, one of the world’s most respected consultants in forms design.
Background
Our Client: Blue Cross and Blue Shield of North Carolina (BCBSNC) is a leader in delivering innovative health care products and information, serving the people of North Carolina for 70 years
Product: Blue Advantage Enrollment Application Form
Challenge: Redesign the Blue Advantage Enrollment Application to improve return rates due to incomplete or incorrectly filled-out forms
Objectives
- Learn where the original forms were confusing to applicants
- Find out how easily the original forms were processed on completion
- Gauge how well the redesigned forms supported users
Solutions
- Applied an iterative design and usability-testing approach including both user feedback and stakeholder knowledge
- Limited the “fill in the blank” questions and standardized checkboxes
- Created new verbiage to clarify each page of the application
Results
- Streamlined application form
- Reduced user errors
- Fewer applications returned for clarification
- 23% more successful applications (no human intervention required), compared to the previous year
Before (sample page)
After (sample page)
Blue Cross Blue Shield of North Carolina form after TecEd redesign
