Utilizing gamification to increase Claims Management System’s user adoption
Role
1 of 2 Product Designers
Timeframe
6 Months
Contribution
Research, Visual Design, Prototyping, Interaction Design and Testing
Intelligent Claims Management System
Intelligent Claims Management System (ITCM) is SAP Eureka’s B2B accounting software that automates matching claims.
The purpose of this initiative is to increase user adoption of ITCM’s automated features.
Uncovering Why
The Problem
Before: Manual
Claims analysts had a tedious process when submitting claims manually and involves a lot of tools like spreadsheets, PDF, documents, and pen/paper
After: Automation
Automated the process of submitting claims via an in-build intelligent matching system. This is faster than manual submissions by up to 30%
Automation is amazing!
…but why the low adoption?
How might we encourage use of automated claims submission features?
Research Methods
Why the low adoption?
Interviews with stakeholders and users
Product Walkthrough and Analysis
Project Goals
Increase usage of ITCM features
Recognize the value of ITCM features
Recognize employees’ hard work within ITCM features
Findings & Considerations
Unaware of Existence
Claims analysts are not fully aware of the claims management system’s capabilities
Stick to Habits
Seasoned claims analysts had developed their own habits of doing tasks and prefer to stick to their old workflow. No engagement to switch over.
Distrust the System
It was hard to believe that claim matching can be done with a click of the button.
Uncovering a Solution
Gamifying Enterprise Software
We generated blue sky suggestions that could ideally address the issues of low adoption:
Setup Wizard
Guiding Artificial intelligence
Gamification
Customized Goal Tracking
Why Gamification??
The overarching goal of gamifying is to invoke behavioral change within the ITCM in the long run.
Goal Tracking - Claims analysts look at their status
Achievements - View how far they are from goals
Sense of Community - Feel that they are part of a team
Social Validation - Be rewarded for hardwork
Gamification Elements
Dynamics
Psychological effects and human characteristics
Mechanics
Methods that instill different dynamics within players
Selected Mechanics for V1
Points and Badges System
More points and badges earned = Higher user engagement
Key Interactions to Gamify
We analyzed the overall features and selected 3 main interactions within the ITCM system to gamify
Basic Tasks - These are key features within ITCM like document view, match capabilities, and claims submission
Social Interactions - These behaviors include giving positive reinforcement in teams to promote social validation
Accomplishments - These are linked to key milestones and is associated with quarterly goals set by company KPIs
Defining Points and Badges
Points System - Allows users to have a sense of how they’re doing and provides an effective baseline currency.
Badges - Award users with accomplishments especially when hitting milestones.
Users
Claims Analyst
As a claims analyst, I want to be as accurate as possible when processing claims submissions so that I can be recognized as a top performer
“
Finance Team Manager
As a finance team manager, I want to motivate my team to perform to the best of their ability and reward them for good efforts so that I can establish a good team culture
“
User Testing
Iterations
Key Finding #1: Dashboard’s Empty State didn’t provide much context
When the user checks out the new gamification feature for the first time, the widgets in place didn’t give context on how they can earn points and badges. It was not clear that the “Show Rules” button will provide this information.
“How do I know what’s gamified and how does this work?”
SOLUTION
Add a points Rubric Widget for better visibility instead of hiding information in a button
Key Finding #2: Gamification settings were too long and complex
In the initial iteration, users had to navigate an extensive list of interaction/features and their corresponding points settings. End users and SAP stakeholders found the initial gamification point settings too complex.
“This setting list is too long and no system admin or team manager would want to spend so much time setting this up”
“The gamification system settings needs to have some level of tiers to make it feasible from a development perspective. We can’t just make everything and anything customizable.”
SOLUTION
Set badge tiers to reduce complexity and tie badges to overall points earned.
Tiers are based on the level of complexity desired by customer.
Key Finding #3: Notifications were too visually impactful
Notifications show up on the corner of the screen, reminding users of the props and points they received as they worked. However, users remarked that the notifications were getting too visually distracting.
“The notifications don’t follow SAP’s design system. It would be great to streamline it for a consistent visual experience.”
“These are nice but it’s getting a little distracting when it shows up”
SOLUTION
Adapt SAP Fiori Design Guidelines
Implement and collaborate with an internal designer to make sure we’ve followed the system.
Key Features
Gamification Dashboard
The gamification dashboard is an extension of the current ITCM interface. It provides a collective view on the key aspects of gamification that users need to meet their goals through widgets.
Achievement Settings
To encourage employees engagement, the gamification package comes in 3 modes from light, medium, to max. All have different configurations and special features.
Points Configuration
Managers can view how many points each claims management system activity earns and customize the value for the employees
Badges Configuration
All employees are eligible to earn badges as they accumulate 3 thresholds of points from bronze, silver, to gold.
Give Props
Users can give 3 different props to coworkers i.e. "Thank You", "Good Job" and "I Got You" with an optional message. This promotes collaboration and social interaction between users on a casual note.
Points Booster
In order to motivate the use of certain features and interactions, managers can set up point boosters. These are temporary settings applied to point rubrics to increase the usage of a specific activity by increasing the number of points earned.
Results
User Testing Feedback
Users thoroughly enjoyed the features, citing how these gamification aspects can effectively motivate them to adopt the ITCM system features and negate the daily grind of claims management.
“I’m liking how it lets me see where I am at in this month”
“Badges are cute! What do I have to do to get them??”
Playbook Publication and Feature Roll-Out
The Gamification Playbook is currently in the process of publishing and will be distributed to executives and internal teams within SAP Eureka.
Claims Management System gamification features secured by CPO to be developed in Quarter 1 of 2021. This Gamification project will be featured in SAP’s social media channels in a series of Medium posts.