Redesign of the Race, Ethnicity, and Language (REL) Form

Background

The BlueCross BlueShield (BCBS) MyBlue experience includes an "About Me" section where users can voluntarily provide their Race, Ethnicity, and Language (REL) information. This project focused on redesigning that form to comply with updated HHS, OMB, and state standards, and to significantly improve the user experience.

As a UI/UX Designer and UX Researcher on this project, I recognized the sensitive nature of the information being collected. My research process involved a deep dive into the standards for collecting data on disabilities, race, ethnicity, gender, and sexual orientation, including:

A key takeaway from my research was the importance of asking only for necessary information and being precise in how questions are phrased. I believe that as designers, we have a responsibility to create forms that are accessible and inclusive to everyone, regardless of their background or identity.

Users and Pain Points

The target audience for this form is all users with a MyBlue account, encompassing a diverse range of individuals with varying backgrounds related to gender, sexual identity, orientation, race, and ethnicity.

User research, site analytics, user feedback, and user testing revealed several pain points with the existing REL form:

  • Outdated Design: The form's design was visually outdated, contributing to a perception of it being cumbersome and complex.

  • Lack of Progress Indication: Users lacked clear visual cues about their completion status, leading to uncertainty and potential abandonment.

  • Disruptive Pop-over: A frequently appearing pop-over interrupted users' tasks and detracted from the overall experience.

  • Overwhelming Length: The sheer number of questions on the form, presented all at once, created a daunting experience.

  • Reliance on Radio Buttons and Checkboxes: The form relied heavily on these input methods, making it time-consuming and tedious to complete, especially for multi-select questions.

  • Optional Nature with No Context: Users were not explicitly informed about how their data would be used or the benefits of providing it.

  • Lack of Trust: There was no reassurance that their data would be handled securely and not used against them, leading to privacy concerns.

These pain points were significant, as evidenced by:

  • High Abandonment Rates: Research indicates that form abandonment rates can be as high as 81%.

  • Security Concerns: Privacy issues contribute substantially to form abandonment, with nearly 30% of users citing this as a reason.

  • Form Length: Lengthy forms are a major deterrent, with 27% of users abandoning forms due to their length.

Solutions

To address these pain points, I implemented the following design solutions:

  • Modernized Design: I updated the form with a clean, contemporary visual style to improve its appeal and reduce the perception of complexity.

  • Empty and Partial Completion States: I added visual indicators to show users which sections they had completed and which were still pending, providing a sense of progress and encouraging completion.

  • Non-Invasive Pop-over: The disruptive pop-over was replaced with a dismissible, less intrusive design that doesn't interrupt user flows.

  • Streamlined Questions: I carefully reviewed each question to ensure its necessity and clarity, reducing the overall number of questions. Notably, disability questions were condensed from six to three.

  • Progressive Disclosure: I implemented progressive disclosure, revealing questions only when they become relevant based on previous answers. This approach prevents users from being overwhelmed by a large number of questions at once.

  • Selection Chips and Type-aheads: I replaced some radio buttons and checkboxes with more user-friendly selection chips for subcategory selection and type-ahead fields for complex questions (e.g., gender), allowing users to enter custom values and making the process more efficient.

These solutions improve the user experience by:

  • Reducing Cognitive Load: Progressive disclosure and type-ahead fields present information in a more manageable way, reducing the feeling of being overwhelmed.

  • Increasing Efficiency: Selection chips and type-ahead fields streamline the input process, allowing users to complete the form more quickly and easily.

  • Improving Clarity: Clear visual cues, empty states, and partial completion states provide users with better feedback and guidance.

  • Building Trust: By modernizing the design and streamlining the process, the form feels more trustworthy and less like an administrative burden.

Challenges

The project presented several challenges:

  • Resistance to Deviation: The business was hesitant to move away from the existing form, often viewing guidelines as strict rules rather than recommendations. I had to advocate strongly for user-centered design principles.

  • Limited Information Sharing: The business was reluctant to share the original requirements and full documentation from OMB, HHS, and the State, making it difficult to fully understand the constraints and rationale behind certain requirements.

  • Legacy Design Constraints: Existing design standards imposed some limitations, requiring design concessions to be made.

  • Limited Budget and Time: The budget was limited, and the project had to be completed in stages. Additionally, the work was not initially prioritized appropriately, leading to a compressed timeline of approximately three months to meet the year-end deadline for compliance.

  • Stakeholder Management: I faced challenges in collaborating with the business stakeholders, who were primarily focused on meeting the deadline and less concerned with the nuances of user experience. I had to push back on many small things, which limited my ability to advocate for larger, more impactful changes.

I addressed these challenges by:

  • Data-Driven Advocacy: I created presentations with clear statements of facts, user sentiments, and industry standards to support my design recommendations.

  • Escalation and Collaboration: I reached out to higher-ups in Product and UX to discuss the project strategy and gain their support.

  • Strategic Alliances: I was able to get buy-in from leadership, who then helped advocate for some of the key design changes, which helped to reduce the perception that I was simply creating roadblocks.

Impact

The redesigned REL form has been well-received by users. User testing yielded very positive feedback, with users expressing delight in the streamlined design and the helpful empty states.

The project also had a positive impact within the organization:

  • Increased Awareness: The project raised awareness among business, product, and development teams about the complexities and sensitivities involved in asking for race, ethnicity, gender, and sexual orientation information.

  • Shift in Perspective: Stakeholders gained a better understanding of the importance of user-centered design and the need to go beyond simply meeting compliance requirements.

Key takeaways and lessons learned from this project include:

  • Empathy is Essential: The experience reinforced the importance of empathy in UX design, particularly when dealing with sensitive user data. I gained a deeper understanding of the challenges faced by individuals who may not have an easy time filling out such forms.

  • Strategic Advocacy: I learned the importance of being more strategic in advocating for user needs and not hesitating to involve leadership when necessary.

  • Proactive Communication: The importance of clear and proactive communication with stakeholders, especially when dealing with complex or sensitive projects.