Broker Portal – Use Case

Prior to the launch of the Alignment Broker Portal, agents relied on a slow, manual enrollment process that required filling out PDF forms, printing them, and mailing them to members for completion and return. This cumbersome method led to delays, errors, and inefficiencies, making it difficult for agents to process enrollments quickly and effectively.

To address these challenges, Alignment Healthcare developed the Broker Portal, the first digital tool at the company that allowed agents to enroll members in Alignment Health Plans online. This innovative platform revolutionized the enrollment process by significantly reducing paperwork and enabling real-time digital submissions.

The Alignment Broker Portal was designed to digitally transform agent workflows, significantly improving efficiency and member acquisition rates. The solution included both a desktop portal and a mobile app version, offering additional functionalities that further streamlined the process.

Key Features:

1. Online Member Enrollment: Agents can enroll members in real-time, eliminating the need for paper forms and manual submissions.
2. Faster Processing & Increased Enrollment: By transitioning to digital submissions, enrollment rates increased by 70%.
3. Mobile App with Scan-to-Digital Feature: The mobile version allows agents to scan faces and paper PDF forms, automatically converting them into digital data for seamless enrollment.
4. Membership Growth Contribution: The efficiency of the portal contributed directly to higher membership growth, reducing delays and increasing agent success rates.
5. Enrolled Members List: Agents can access a personalized list of the members they have enrolled, enabling better follow-ups and service.
6. Certification Renewal: The portal allows agents to renew their certifications, ensuring compliance and ongoing eligibility to enroll new members.

As a UI/UX leader, I played a crucial role in shaping the Alignment Broker Portal, ensuring an intuitive, efficient, and user-friendly experience for agents. My contributions included:

• Conducting user research and usability testing to understand agent pain points and optimize workflow efficiency.
• Designing an intuitive agent dashboard that simplified enrollment tracking and provided easy access to enrolled member lists.
• Improving mobile user experience, ensuring that the scan-to-digital feature was seamless and easy to use.
• Enhancing form usability by reducing complexity, improving data validation, and minimizing errors during enrollment.
• Collaborating with cross-functional teams to align portal functionalities with business goals and agent needs.
• Optimizing accessibility standards to support agents using various devices and assistive technologies.
• Refining navigation and information architecture to create a smooth, efficient, and guided enrollment experience.

1. Accelerated Enrollment Process

• Transition from paper-based to digital enrollment drastically reduced processing time.
• Eliminated mail delays, allowing members to be enrolled instantly.

2. Significant Membership Growth

• Increased enrollment by 70% due to a faster and more accessible process.
• More members enrolled in Alignment Health Plans without barriers from paperwork inefficiencies.

3. Enhanced Agent Productivity

• Agents can now enroll members anytime, anywhere through the mobile app and web portal.
• Reduced administrative workload, allowing agents to focus on member engagement and retention.

4. Improved Data Accuracy & Compliance

• Eliminated errors caused by manual data entry.
• Ensured proper documentation and compliance with industry regulations.

• Digitization drives efficiency – The shift from a paper-based process to digital enrollment reduced processing time and boosted membership growth.
• Mobile functionality is crucial – The mobile app’s scan-to-digital feature enhanced convenience and usability for agents on the go.
• User experience matters – Optimizing workflows, reducing complexity, and refining navigation improved agent productivity and satisfaction.
• Compliance and data accuracy are non-negotiable – Automating data collection reduced errors and ensured regulatory compliance.

• User Training is Essential – While the digital transition was beneficial, some agents required additional support to fully leverage the portal’s features.
• Scalability Should be Considered from Day One – As adoption grew, system performance and scalability became critical to maintain efficiency.
• Continuous Feedback is Key – Regular usability testing and iterative improvements were necessary to optimize the experience and address agent concerns.
• Multi-Device Optimization is a Must – Agents used a variety of devices, reinforcing the need for responsive design and cross-platform accessibility.
• Data-Driven Decisions Drive Success – Analytics and agent behavior tracking provided valuable insights that helped refine features and improve the user journey.

The Alignment Broker Portal revolutionized the agent enrollment experience by digitizing and simplifying the process. By offering real-time online enrollment, a mobile scan-to-digital feature, and agent certification renewal tools, the portal has significantly increased enrollment efficiency, membership growth, and agent productivity. This innovative platform continues to evolve, driving even greater efficiency and effectiveness in agent operations.