Routine manual account updates are placing a disruptive burden on Ops, consuming ~30% of weekly capacity and limiting focus on strategic initiatives.
Project Summary
SureCo’s Qualifying Life Events (QLE) feature was developed to simplify a tedious and complex administrative process for both employees and internal SureCo admins.
The QLE feature allows employees to easily provide the necessary information for life changes (e.g., marriage, childbirth, job changes) in a structured, guided flow. This flow significantly reduces back-and-forth communication, minimizes errors, and improves processing efficiency with insurance carriers.
Project
Qualifying Life Events
Client
SureCo
Industry
Health Insurance
My Role
Product Designer (Lead) /
Team Facilitator
Team
PM, 2 Eng
Duration
2023 / 3 months
Results
Admin Efficiency
+70%
Admin workload for QLE processing decreased compared to previous OEP.
Address Error Reduction
+85%
Employee enrollment completion rates increase.
Processing Time
-3 days
Average QLE processing time decreased from 5 days to 2 days.
Problems
The solution needed to support two user groups.
Goals
Initial Designs
The goal was to replace a manual, error-prone workflow with a simple, structured experience that made it easy for users to provide the right information at the right time.
Requirement Mapping
First, I mapped out requirements for each Qualifying Life Event type. While the flows shared a common structure, each scenario—like relocation or adoption—had unique inputs and documentation needs.
Conditional Questions
Dynamically adjusted based on the selected life event, ensuring users only answered relevant prompts.
Once the requirements were clear, I created low-fidelity wireframes for a step-by-step flow that would guide employees through the submission process.
Feedback
The PM and I interviewed a dozen employees and walked them through the prototype to get their thoughts on what was clear, confusing, or missing.
Below is some of the feedback we received from employees that helped shape the Final Designs.
Constraints
After completing the initial iterations, it became clear that including all QLE types in the MVP would add unnecessary complexity and slow down delivery. Another constraint was the benefits selection screens—which already existed but required significant updates.
To keep the project on track, we prioritized the Relocation flow, the most common QLE reported by admins, and reused the existing benefit selection UI wherever possible. This allowed us to move quickly while still delivering meaningful value.
Final Designs
This final flow reflects the full QLE experience, from employee initiation through summary review. It incorporates learnings from user feedback and focuses on reducing friction, improving clarity, and increasing transparency throughout the process.
