How can Anthem enhance its mobile app to streamline the claims submission process for members?

Introduction

To enhance Anthem's mobile app and streamline the claims submission process for members, we need to take a comprehensive approach that considers user needs, technical capabilities, and business objectives. I'll outline a strategy to improve this critical feature, focusing on user experience, efficiency, and member satisfaction.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current user base and their engagement levels. Could you share some insights on the app's active user base and how frequently they interact with the claims submission feature?

Why it matters: This helps us understand the scale of impact and prioritize improvements. Expected answer: 60% of members use the app monthly, with 30% submitting claims quarterly. Impact on approach: High engagement would focus on optimizing the existing flow, while low engagement might require a more radical redesign.

• Considering user behavior, I'm curious about the cross-platform usage patterns. Are members primarily using the mobile app for claims submission, or do they switch between desktop and mobile?

Why it matters: Determines if we need to focus on mobile-specific optimizations or improve cross-platform consistency. Expected answer: 70% of claims are submitted via mobile, with 30% starting on mobile and finishing on desktop. Impact on approach: High mobile usage would prioritize mobile-first design, while significant cross-platform behavior would emphasize continuity between devices.

• Examining pain points and market position, how does Anthem's claims submission process compare to competitors in terms of user satisfaction and completion rates?

Why it matters: Helps identify areas for competitive differentiation and improvement. Expected answer: Anthem's process is average in the industry, with a 75% completion rate compared to the 80% industry leader. Impact on approach: Would focus on innovative features to leapfrog competitors if significantly behind, or incremental improvements if near parity.

• Considering company alignment, what are the key business metrics Anthem is looking to improve through this enhancement of the claims submission process?

Why it matters: Ensures our solution aligns with broader company objectives. Expected answer: Primary goals are to reduce customer support calls by 20% and increase claims processed through the app by 15%. Impact on approach: Would prioritize self-service features and user education if reducing support calls is key, or focus on simplifying the submission flow if increasing app-based claims is the priority.