Combining the Sitecore CMS with Intelligent UX

Not-for-profit managed care organization BMCHP had two main goals for their redesign: they needed to make it easier for the uninsured to self-select the best subsidized health insurance plan for themselves and their families and debut a new, commercial insurance product aimed at small businesses and brokers.

How We Helped

Genuine biggest challenge in drafting BMCHP’s new look would be to clearly articulate differences between the not-for-profit’s three health insurance product lines—MassHealth, Commonwealth Care, and Employer Choice. The new look is friendly, clean, and straightforward and uses human photography to help users identify with each product, making the integration of BMCHP’s new Employer Choice / Commonwealth Choice insurance for small businesses seamless.

Central to managing the user’s clickstream was the development of the BMCHP Eligibility Quiz, which serves as a virtual guide for the uninsured who want to become educated about the complexities of subsidized health insurance. Instead of trekking to the BMCHP medical center or sifting through the state’s lengthy eligibility requirements on paper, users can click through the Eligibility Quiz and determine which of BMCHP’s insurance products meets their needs by simply answering a few questions.

2-Click Automated System Deployment

SurveySpot wanted to refresh the outdated look of their outdated survey website, as well as expand its functionality so that the website could function as a multi-instance application. Extracting value from SurveySpot’s audience involves seeking out and engaging with more and more narrow markets, so SurveySpot needed Genuine to extend their system so that it could deploy entirely new, consumer-facing instances of its front end all the while interfacing with a third party subscription database that stored consumer data.

How We Helped

By working with the Sitecore CMS in the .NET programming language and the VODCA framework, Genuine drafted a sophisticated integrations plan that involved hooking up the SurveySpot registration system with the brand’s existing third party repository for subscriptions. We designed the back end to rapidly sync with outside data sources while building multiple layers of system performance redundancy to handle the thousands of users whose interaction with the site could create crippling stresses on the entire system. Finally, we created an automated system deployment framework that allowed SurveySpot administrators to create new instances of the SurveySpot parent.

The end result was a two-click interface that made slicing up their consumer demographic a painless process. SurveySpot administrators can now deploy new instances of their survey collection website while sending all their data to the same centralized repository.

Self-Identification Through Practical UX Design

VPRIV is an enzyme replacement therapy prescription medicine designed for patients of Type 1 Gaucher disease. The complexity of the treatment option posed a challenge unto itself for Genuine to get across clearly and in an attractive format.

How We Helped

Key goals for the VPRIV desktop website included creating a welcoming, easy-to-navigate interface that uses photography of real Gaucher patients to outline the therapy process, providing resources and support for the drug. We chose .NET-based platform Sitecore as our content management system.

“Dressing up” highly technical information for the lay reader isn’t just about designing an attractive look and feel. Our UX experts broke down the wealth of data into discreet linear chunks which enable users to self-identify as either healthcare providers or patients and drill down to exactly the information they need. And accessing the third-party VPRIV Dosing Calculator is a cinch as the app resides in the iTunes app store with full prescribing information and sharing capabilities.

Driving Results with Comprehensive Search and Guided Navigation

Grand Circle Travel had attracted a large base of repeat customers with huge brand loyalty, but their existing website was not attractive, provided no way for customers to search for specific trips, and was difficult to navigate. Genuine’s challenge was to rebuild GCT from the ground up and to help travelers explore GCT’s amazing tours with ease.

How We Helped

Genuine’s first step was to zero in on GCT’s older demographic with usable IA and a powerful, comprehensive, site-wide search. Our extensive work on IA helped direct users to valuable information quickly, which increased sales and client engagement. As a result of the new website, GCT saw improvements in overall visits, an increase in time spent on the site, and an increase in returning visitors.