Role
Lead designer
Duration
Sep 2019 - Jan 2020
Team
1 UX designer, 2 PMs, 1 UX researcher,
1 technical writer, 2 tech teams
1 technical writer, 2 tech teams
Tools
Figma
Overview
eReceivables uses its automated claim processing technology to provide healthcare organizations with medical billing, claim recovery and claim refinance services.
A claim is a bill for health care services that healthcare provider turns in to the insurance company for payment.
A claim is a bill for health care services that healthcare provider turns in to the insurance company for payment.
DEFINING THE PROBLEM
Original website
Original website lacks information about case studies, and the cutting-edge claim recovery technology that eReceivables owns
Client’s problems
Outdated information on the website
The original website does not provide users with enough information to help them understand eReceivables’s services and results.
Branding is outdated
The website was designed in early 2000s.It lacks aesthetic and minimalist design
Low traffic
The website ranking in Google search is very low when customer searching for relevant service key words, such as medical claim recovery, claim refinance etc.
Client persona
Age: 42
Work: creates and monitors billing procedures and manage a team.
Location: Austin, Texas
Preferred Channels:
Emails & phone calls
Emails & phone calls
Typical workday
She works as a billing manager the Texas Oncology for 5 years now and is currently managing 3 billing specialists in her team. Since her team is small and does not have enough time to pursue small claims, she has been searching for billing agencies to help them collect small claims in the past few months.
Frustrations
- Can’t quickly find information she needs
- Text-heavy website
- The design of the website feels dated
Top tasks to complete
- Look for billing solutions
- Look for the cost of services
- Look for payer relationships in their state
- Contact sales manager
Context of use
Browsing the site in the office
Erin Heimerman
Billing Manager at Texas Oncology
Vision
Our vision is to ensure CSAs can resolve customer issues with speed, clarity, and empathy by transforming case management into a unified, proactive, and adaptive system.
CHALLENGES & ITERATIONS
Design for helping clients navigate through the website
New sitemap allows potential clients to understand that ER's unique claim technology and payer relationship would help clients collect claims faster and cheaper.
Design for a brand image
Consistent branding builds trust, recognition, and professionalism. It reinforces eReceivables identity, creates a cohesive user experience, and strengthens customer loyalty, making the business more memorable and reliable.
Design for attracting more clients
Iteration 1
To ensure the website hero image aligns perfectly with ER's brand image, four different styles were created for comparison and selection. Each design was crafted with careful consideration of ER's brand identity, values, and target audience, incorporating elements such as color schemes, typography, imagery, and messaging that reflect the brand's personality and goals. We decided to move forward with the last option since it uses vibrant colors and relatable imagery to foster connection with the clients.
Iteration 2
Patented claim processing is the unique identifier that differentiate ER from other competitors. The infographics helps potential clients understand the technology at a high level.
Iteration 3
Adding a contact information form that allows clients to fill in their details to access the full white paper on payer relations can significantly improve the client conversion rate.
This approach not only positions the white paper as an exclusive, high-value resource but also enables ER to nurture potential clients through targeted marketing efforts, such as personalized emails, newsletters, or product demos.
This approach not only positions the white paper as an exclusive, high-value resource but also enables ER to nurture potential clients through targeted marketing efforts, such as personalized emails, newsletters, or product demos.
Iteration 4
A bar chart provides a clear, easy-to-understand visual representation of data, making it simple for stakeholders to grasp how ER's performance stacks up against competitors.
FINAL DESIGN
Final design
Next steps
Next steps
key business metrics to evaluate the design impact, including:
1. The number of users contacting eReceivable – to assess engagement and interest.
2. The number of users downloading the payer relationship white paper – to gauge the effectiveness of our content strategy.
3. Service sales revenue– to determine the design's influence on conversions and profitability.
Additionally, outside of design, I aim to collaborate with developers to set up metadata (such as title tags, meta descriptions, and keywords) to enhance eReceivables' search engine ranking. This will improve visibility, drive organic traffic, and support overall business growth.
1. The number of users contacting eReceivable – to assess engagement and interest.
2. The number of users downloading the payer relationship white paper – to gauge the effectiveness of our content strategy.
3. Service sales revenue– to determine the design's influence on conversions and profitability.
Additionally, outside of design, I aim to collaborate with developers to set up metadata (such as title tags, meta descriptions, and keywords) to enhance eReceivables' search engine ranking. This will improve visibility, drive organic traffic, and support overall business growth.
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