◇ Case study
Unified single log-in experience
Start from any public portal within the ecosystem and always land on the desired branded portal.
Product Strategy
Info. Architecture
User Journey
User Scenario
Overview
Objectives
- Identifying the overlaps and gaps based on the end-user perspective
- Planning and solution for those gaps
Opportunity
- Improve end-user experience
- Unify log-in experience across all products and personas
Key Results
✓ User experience: 85% of the membership in 3.5+ star rated plan
✓ Operation: reduce operational expenses, and support growth by improving digital experiences
✓ Support: reduce portal access grievances, reduce production support incidents and tickets
✓ Value drivers: revenue growth, improved service quality and reputation
Problem Statements
Currently, each portal operates independently, users have separate login and registration processes across platforms, and without a tool for Customer Service to support. The inability for quick resolution creates user abrasion when accessing the needed portal
- Increased call time, repeat callers, and escalations to Web Support teams
- Poor digital experience with users coming to the portal for the first time
My Role
- Product strategy: identify and solution for all the user scenarios
- UX: solution for the account management portal, solution for edge cases during login and registration flows
- UI: design for portal access page within the management portal
Multi-phase Approach
- Entry-to-entry login & registration: no wrong door pathfinding
- User Support Tool: additional support for customer service agents
- Centralized manage access platform: independent portal where users can self-manage all access.
We identified all the edge cases and ranked them by the affected user population. By doing so we were able to draft a work log moving forwards. Edge cases include:
- Multiple portals access: how to handle registration or granted access(in case of foster care)
- Wrong starting point: we found a profile for you, but it was a different plan. Do you want to go there? Or register for someplace else?
- Default secure portal: we found more than one profile for this particular account, select the default one and move on
- Any combination of the previous three
click to expand
Future Experience
Single log-in experience: EntryKeyID unifies the login process to direct users to their applicable secure experience. This creates the opportunity to better improve the overall user authentication experience, especially for those who have multiple portals to access.
Outcomes
As of Feb 2024, EKID acts as a singular hub for identity authentication experience which allows Centene to better manage over 7 million identities(members, providers, brokers, clients,...) credentials across all sub-brands.
Next Steps
We continue to migrate all of Centene's secure portals to EKID as the unified log-in experience. We also continue to expand EKID for other personas(providers, brokers, clients,...) while navigating the intricate relationship between EKID and Profiles & Applications Switcher.