Member Portal – Use Case

As a UI/UX leader, I played a pivotal role in both the original UI /UX design  of the Alignment Member Portal and its recent major redesign to improve actionable self-service functionality. My contributions included:

• Conducting in-depth member call listening analysis to capture real-time member challenges and identify recurring pain points in the portal’s usability.
• Leveraging AVA CRM system call data analytics to quantify call drivers, uncovering the highest-volume inquiries related to plan details, provider searches, and benefit and supplemental benefit information requests, Black Card Balances inquiries, Wallet confusions, referrals and authorization status request, claim inquiries, appointment scheduling and rescheduling help and more.
• Using data-driven insights to drive UX design improvements, prioritizing self-service features that would have the greatest impact in reducing call center volume.
• Defining UX best practices to ensure an intuitive, accessible, and senior-friendly interface.
• Collaborating with cross-functional teams to streamline member workflows, reducing friction in tasks like provider search, plan selection, and appointment scheduling.
• Optimizing information architecture to make critical healthcare details easily discoverable, minimizing confusion for seniors.
• Ensuring WCAG accessibility compliance, making the portal user-friendly for individuals with disabilities.
• Guiding design decisions based on data insights, improving engagement, and increasing adoption of self-service tools.
• Mentoring the design team to drive innovation in healthcare UX.

Since the enhanced Alignment Member Portal is still in development and not yet in production, the following anticipated benefits are based on research and industry trends:

1. Increased Member Self-Sufficiency

• Projected 40% reduction in member calls related to scheduling, benefits information, Black Card balances, authorization status, referral, claims  inquiries, pcp changes, demographic changes and other.
• Estimated 65% adoption rate among members within the first six months post-launch.
• Seniors will be able to easily understand and manage their Black Card benefits, Wallet allowances, and Healthy Rewards Program, through the portal without needing to call support.

2. Enhanced Agent Efficiency

• Expected reduction in call volume, allowing agents to focus on complex inquiries and high-priority cases.
• Average call handling time projected to be reduced by 30%, improving overall service quality.

3. Improved Member Satisfaction

• Based on usability testing, 80% of test users reported a positive experience using the portal.
• Self-service options are expected to lead to faster issue resolution and greater convenience.

4. Cost Savings & Operational Efficiency

• Anticipated lower support costs due to fewer inbound calls.
• Optimized resource allocation, allowing better support for high-need members.

• Data alignment with business goals ensured buy-in and impact-driven design.
• Prototyping and testing early saved costly rework and improved adoption.
• Cross-functional collaboration was crucial in delivering a seamless experience.

Stakeholder alignment is key to a smooth development process

• Early engagement with executives, support teams, and developers has helped refine priorities and set realistic expectations, reducing the risk of major pivots later.

User education and onboarding need to be planned alongside design

• Even with a more intuitive experience, initial user testing revealed that onboarding guides, tooltips, and proactive messaging will be essential for successful adoption post-launch.

Scalability must be a core consideration before launch

• Designing a modular, future-proof system has been a priority to prevent the need for constant redesigns as business needs evolve. The challenge is balancing immediate goals with long-term flexibility.

Early feedback drives iteration, but real impact will be measured post-launch

• While usability testing has validated key design choices, the true success of the portal will depend on post-launch analytics and user engagement metrics, requiring a solid plan for continuous improvement.

The Alignment Member Portal has undergone a strategic evolution, transitioning from its original design and development to a more advanced, self-service-driven platform. While the enhanced version is still in development and not yet launched, it is expected to significantly reduce call center dependency, improve member self-service adoption, and enhance accessibility to healthcare resources. The updated portal aims to simplify access to Black Card benefits, Wallet allowances, and the Healthy Rewards Program, making healthcare management easier for seniors. Moving forward, the project will continue through further iterations, user testing, and enhancements to maximize engagement and member satisfaction upon release.