Independence Blue Cross
Cadence
Independence Blue Cross Cadence Platform
Research, Web Design, UX/UI, User Testing
Background
Independence Blue Cross receives 18,000 calls a month. Call reasons are essential to the company's overall product and marketing and vital to creating a pleasurable experience for our customers and potential customers. Several employees are dedicated to creating a delightful experience for the callers, and Independence Blue Cross also uses that information to improve other products within the company. Two teams dedicated to understanding, categorizing, and rating call reasons are Call Reason Analyst and QA Scoring Analyst. Before the advent of artificial intelligence, categorizing and rating the 18,000 calls per month was impossible.
User Story
Challenge
How can we create a platform that would harness the power of artificial intelligence to aid in categorizing and rating the 18,000 calls into Independence Blue Cross a month? How could we automate the monotonous and repetitive job functions of the QA Scoring Analyst and Call Reason Analyst? More importantly, how can we create a platform that will become an essential utility to both the QA Scoring Analyst and Call Reason Analyst?
Process
I began by researching the roles and responsibilities of the QA Scoring and Call Reason Analyst. I followed up my research with several interviews and created an empathizing persona that captured both analysts' frustration and challenges. From there, I crafted a digital user story to empathize with and define the user's problem. I also worked to understand call reason categorization and even map out the structure used to categorize and rate calls. During the same period, I worked with back-end developers to understand the AWS transcription services in a product the company was creating called the Smart Player, which used artificial intelligence to listen to all the calls into Independence Blue Cross. Leveraging this preexisting technology, I began to see a way forward. A new utility for both analysts to quickly search, analyze, create, and categorize call center data and retroactively adjust call categorization in bulk after events like Covid.
As ideas began to emerge, I worked closely with our business analyst and application development manager to flush out all ideas for the new platform; I even created an early mockup. Immediately I identified the power of search as a crucial function as it would allow the review of any call and also monitor and manage the artificial intelligence used in the Smart Player call categorization. Next, call categorization or tagging calls was an essential element enabling both QA Scoring and Call Reason Analysts to edit or add to call categorizations which essentially would provide directives back to the AWS transcription or Smart Player. Finally, a service that would organize queries made by Analysts in third-party applications would make the platform an essential utility in the day-to-day job functions of QA Scoring Analysts and Call Reason Analysts.
Results
Finally, after several meetings and collaborating with Business Analyst, QA Scoring Analyst, and Call Reason Analyst, we developed a utility built for searching, editing, managing, call categorizations into Independence Blue Cross called Cadence, a simple tool for listening to any call that came into the company and to find any similar call and edit and change the way our artificial intelligence categorizes calls or to even create new categorizations or to recategorize calls in bulk. In addition, the saved third-party application queries within the platform allowed this new utility to become a central hub critical to the day-to-day job functions of both the QA Scoring Analyst and the Call Reason.
