Healthcare Shopping Just Got Personal

My goal was to test the usability and understand the user’s perception of ease of completion vs. value provided. The results were outstanding. Over 80% of testers considered it an "Excellent Experience", and the average System Usability Scale (SUS) rating was 76.5.

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The qualitative insights gained were the most impactful:

• Tooltips were needed to better define the questions.
• The questionnaire was easy to fill out, and users found it a valuable use of their time.
• The progress bar confused users more than it helped them.

I conducted early interviews and held a focus group with our agents. The feedback corresponded closely to the testing insights and offered many possible solutions.

• Go deeper than yes or no questions.
• List out reasons for the provided recommendation.
• Add an open text field to list any additional health needs.

Our MVP release allowed shoppers to fill out the assessment, and based on their answers, they received a metal tier recommendation. This data allowed us to offer the right product based on their healthcare needs.

‍Within the first few months, over 60,000 assessments were completed.

During development, another high-priority initiative came on our plate with an extremely tight deadline, causing our MVP to be slimmed down and developed by another dev team. This significantly affected the success of the project.

• Returning shoppers weren't sent to the review page and had to click through the entire assessment or skip it, resulting in poor plan recommendations.
• Due to poor QA testing, the agent experience was missing the assessment, causing agents to use their script and not answer the assessment on their computer.
• Many users that were recommended private plans still shopped and enrolled on the Marketplace.