The Customer Usability Center provides the space necessary to observe consumers and use that data to improve user interface and experience. By observing and analyzing consumer habits and needs, BCBS, a healthcare industry pioneer and one of the country’s largest health insurance providers, can collect the data needed to enhance customer service.
The renovated, technology-rich facility includes a large group demonstration room, small flex spaces, private focus testing area, control/observation room, and flexible foyer.
The large group demonstration and small flex rooms provide space for focus groups. Presentation-style AV systems connect to devices for information sharing. Cameras mounted on the screens allow for recording of focus group discussions for archiving purposes. Movable furniture allows for flexible seating arrangements based on the group or product.
Discretely placed cameras in the private testing area capture consumer behavior. Individual computer workstations can send duplicate screen information on the network to track online experience and collect data for making technology more user-friendly.
The anteroom, a flexible space for presenting, invites testing groups and individuals into the Customer Usability Center. The space features a presentation-style audiovisual system with a touch sensitive flat screen display, wireless interface, and ceiling-recessed loudspeakers.
By increasing customers’ access to software through the Customer Usability Center, customers can explore different ways to interface with BCBS and the technology they offer, and BCBS can collect the data needed to enhance customer service.
