Delta Dental Case Study #1

Modernizing the Communication Preferences Experience – Informing Communication Strategy Requirements.

Project name: Provider Contact and Consent Management (PCCM)

Context

Modernize PCCM using the Provider Portal to self-serve.

“What if we could deliver the right communication to the right audience at the right time, so that we can reach more Providers, with more relevant communications, more efficiently?”

Delta Dental has limited visibility into the effectiveness of communications sent to Providers, leading to missed business opportunities and reduced productive customer engagement.  

Contact data is outdated and managed manually by Account Managers via spreadsheets.

Research Inquiry

 

Business Problems

  • Business demographic information* is only collected during contracting and annual request. 
  • The process of contact management is manual and disparate by business unit (account managers using their own spreadsheets). 
  • Visibility into the recipient of the communications is very limited – not sure who actually receives the communication.
  • Provider portal doesn’t have a Communication Preferences functionality.

     

Research Request:

  • How do Providers perceive existing communication category descriptions?
  • What other types of communications would benefit the practice?
  • Who should be the communication recipients? 
  • What is the preferred method of delivery for receiving communications?
  • What is the appropriate frequency for each category of communication?
  • Where to set up / maintain communication preferences?

My role & Contributions

Sr. UX Researcher & Research Lead, led quantitative validation survey study to inform Product Requirements Document (PRD) for Provider Portal’s new feature – communication preferences – reported findings to Marketing and Product Management

Expected Outcome

My research found that the Provider Portal is the correct channel to unify Delta Dental communication preferences into a single, intuitive experience – providing flexibility, ensuring accuracy, saving time and costs, and building trust. 

Business Impact

Digital Communication Preferences 

Additional Value Add

  • Business Validation of Communication Categories (labels and descriptions)
  • Confidence to create a Product Requirement Document (PRD) for the Portal platform
  • Organizational performance – Improved change management
  • Potential impact on CRM
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