Saving Shoppers Thousands With Private Coverage

I held a focus group with seven agents. I received several insights regarding the current private shopping trends to help influence my design decisions.

• Private sales were generally bronze and silver plans.
• Members were enrolling in private plans outside of us for better rates. Agents would reach out and re-enroll them directly with us.

Based on the shopping data, we chose to solely recommend private plans when silver was a good fit.

We recognized that every shopper goes through different phases. They may be browsing prices and plan availability, adding providers and drugs to see coverage, diving into plan details, comparing plans, or checking out to complete their enrollment. We wanted our shopping experience to intuitively walk shoppers through each phase, allowing them to control of what they do and see.

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Knowing this, we evolved our product feature set.

• Ability to compare plans side-by-side
• Expose filters to the left-hand side
• Adjusted visual hierarchy to focus on cart conversion
• Checked doctor and drug network coverage

I conducted several rounds of user testing, observed numerous shoppers, and set up a Fullstory dashboard to learn about the qualitative experience and quantitative data. The consensus was healthcare is complex and there's an overwhelming amount of information.

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The compare feature was missed.

• Highlighted the "Compare" button on a light blue background to draw more attention.
• Added compare plans side-by-side calls to action on the plan details page.

There was too much information and not enough hierarchy. Shoppers didn't know where to focus.

• Changed the plan tile orientation to horizontal so you only can see two to three plans at a time.
• Minimized the plan tile into a simple view that can expand with more detailed information.
• Moved filters into an accordion, allowing the visual hierarchy while still having a clear function.