Website Re-launch

GHI, providing quality healthcare insurance to New Yorkers since 1937 and covering more than 2.6 million individuals, tapped Beeby Clark+Meyler to re-architect its website to help provide better service to its customers and stakeholders.

PROBLEM:
Business demands required shifting more constituents away from expensive call centers to online self-service.

Site satisfaction and usage among key constituents (health care providers, members) was low compared to GHI’s competitive set.

Site metrics being tracked were not tied to business goals (e.g. improved customer self-service).

SOLUTION:
Identify information architecture and navigation updates to improve key site processes. This was completed through third-party bench-marking and usability testing, all managed by Beeby Clark+Meyler.

Redesign site look and feel to bring it in line with other GHI communications. Develop key performance indicators tied to meaningful customer service initiatives.

Site redesign using scenario design best practices
Prototype testing and refinement
Comprehensive metrics plan tied to business goals

RESULTS:
GHI Provider site visits increased by over 51% from prior year period.

30% increase in overall usage by members from prior year period.

96% of call center calls resolved on first contact, up from 94% prior to relaunch of redesigned GHI.com.

Forrester Research ranked GHI # 1 in Web site effectiveness for members (out of 8 competitors tracked quarterly) after redesign.

Statistics from the 2004 GHI Annual Report.

The Company

The Work

The Word