Empowering Agents with a Modern, User-Centered Tool

Redesigning the BCNC Portal to Enhance Efficiency and Trust

At Blue Cross NC, I led the redesign of the Agent Portal, transforming it from an outdated system into a modern, user-centered tool. This involved in-depth user research, strategic design, and collaboration with stakeholders to create features that empowered agents, improved efficiency, and ultimately enhanced the member experience.

Proposing the Vision: A Unified Approach

Working on the broader sales ecosystem—particularly the Medicare Guided Selling Tool and Buy Online experience—I discovered inefficiencies in both consumer- and agent-facing tools. This insight informed my proposal for a cohesive, unified approach across the entire sales ecosystem.

Leveraging Frog Design’s proven framework, I guided the transformation of the Agent Portal, ensuring alignment with organizational goals while tackling usability, restoring trust, and enhancing efficiency. I presented the plan to leadership, emphasizing operational improvements and process streamlining, which gained buy-in to lead this initiative.

Initial Stakeholder Interviews and Vision Alignment

I initiated stakeholder interviews early in the process to consolidate their thoughts and establish a unified vision. These insights provided the foundation for user interviews and aligned the strategic direction with organizational goals.

In-Depth User Research and Data-Driven Prioritization

To gain deeper insights, I led immersive user research through interviews, contextual inquiries, and in-environment observations. Key findings included:

• ‍Constant System Changes disrupted workflows.‍
• Inefficient Workarounds due to system limitations increased complexity.‍
• Desire for Autonomy: Agents sought systems that empowered their roles.

Collaborating with stakeholders, we used these insights to prioritize redesign efforts. I facilitated a workshop that led to the creation of 12 initial feature concepts, prioritizing those relevant to agent archetypes like “Allies” and “Champions.”

Designing and Validating the Solution

We iterated on key feature designs and conducted validation sessions with agents. The most impactful features included:

• ‍Service Dashboard: A centralized, customizable overview of client activities and tasks.‍
• Client Journeys: A visual timeline of interactions and data for holistic insights.‍
• Resource Hub: A personalized knowledge base with access to training and materials.‍
• Notification Center: Consolidated alerts to keep agents informed and responsive.‍
• User Roles & Management: Control over access levels for secure workflows.

Positive feedback from validation sessions reinforced the direction, and we refined our designs accordingly.

Strategic Stakeholder Collaboration

I crafted a stakeholder engagement plan to ensure alignment on the future vision of the portal, focusing initially on user roles. As part of this, I leveraged the sales team’s Master Pain Point List to drive engagements that addressed the portal’s shortcomings and informed a delivery roadmap. Features identified for enhancement included:

• ‍Global Search and improved notifications.
• Simplified client management and cross-selling processes.
• Enhanced agent roles and data security.

Outcomes and Transformation Impact

The redesigned portal prototype showcased the potential for a significantly improved user experience. Early feedback highlighted increased agent satisfaction, efficiency, and empowerment. Organizationally, the project elevated the importance of service design principles and laid a strategic foundation for future features like streamlined onboarding and centralized product directories.

Reflections and Key Learnings

This transformation emphasized empathy, flexibility, and the critical role of stakeholder collaboration. Understanding agent frustrations and fostering agent empowerment through design were central to our success. Trust built within the organization allowed us to navigate challenges confidently and focus on creating lasting impact.

Key Takeaways:

• ‍Empathy as a Driver: Understanding agent needs drove success.‍
• Strategic Planning: Comprehensive stakeholder engagement ensured alignment.‍
• Iterative Change: Building a strong foundation takes time, but the results are long-lasting.