Dencap Dental Plans
Web Design & Strategy at AMBR Detroit
Dencap has been providing high quality dental insurance at affordable rates for over 25 years. However, for most of their history they relied on paper forms and outdated business tools. I was the lead product designer on their complete site redesign in 2019.
Strategy & Research
Our goal with the re-design of the Decap website was to make a complex product easy for customers to understand and help them navigate the enrollment process. Our first step was to conduct discovery sessions with key stakeholders at Dencap to learn about their insurance plans, customers, pain points and business goals.
User groups:
Individuals looking to purchase dental insurance
Employers who want to offer dental insurance to their employees
Private practice dentists who need information about the Dencap network
Employees who have a Dencap plan through their employer
Insurance agents who want to sell Dencap insurance
I created wireframes and prototypes for all the new website pages and tools including a new dentist finder tool and a conversational enrollment form.
Shopping for Dental Insurance
Perspective insurance shoppers can easily see which plans they qualify for by entering a few key pieces of information. The results page allows shoppers to compare plans side-by-side in order to make an informed decision. Shoppers can also create a customized plan by adding dependants, vision and cosmetic insurance, and changing their billing period.
Easy Online Enrollment
We created a custom enrollment form that communicates with the Dencap Microsoft Azure based CRM for a seamless business flow. The form has a conversation feel that simplifies unfamiliar insurance terms. It also has robust analytics that allow us to continually learn and refine the user experience.
A Home for All Users
The new Dencap homepage balances the needs of the 5 main user groups with multiple navigation options. A help dropdown was added within the feature to allow users to quickly jump to exactly what they are interested in.
Results
Together with the Dencap team, we were able to modernize the way they were doing business. Before the new site was launched, they were gathering 100% of their enrollment applications via paper. With the addition of a conversational, online enrollment form, a provider locator tool, and providing detailed insurance plans, the enrollments changed to 70% online.