PROJECT OVERVIEW
In partnership with United Health Care (UHC), we aim to enhance the digital Medicare plan shopping experience to acquire new users and retain existing ones. By testing our existing Plan Recommendation Flow and a newly developed self-navigation browsing experience against UHC’s site, we want to identify the most effective approach.
Our main goals are:
Equip users with tools for informed decisions
Minimize call support reliance by empowering users digitally
Simplify the journey to increase conversions
The Goal
We hypothesize that the Plan Recommendation Flow will improve enrollment yield based on insights from last
AEP (Annual Enrollment Period). By tailoring the self-navigation experience to different user needs, we aim to offer a more personalized journey. Using accessible language, intuitive tools, and clean design, we expect to:
Engage both guided and self-directed users
Reduce need for external support with simplified tools
Improve decision-making with a streamlined design
Boost user acquisition and retention through a personalized experience
Hypothesis
Product vision and strategy
Market research
UX/UI Design
Prototyping
My role for 10 months
Competitive analysis
User segmentation analysis
Low to high fidelity wireframes
User testing
Design audit
Deliverables
Launched October 2024
10% increase in patient acquisition
15% rise in enrollment completions
Impact
