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The private shopping results and plan details.
Shopping CVR
Average Call Wait Time
Online Shoppers
NPS Scores
Introduction
The Problem
Our shoppers were paying $170 more per month than private enrollees. We lost hundreds of customers every year to private enrollments.
Healthcare costs continue to skyrocket while coverage becomes less and less comprehensive. Marketplace plans were known for their ridiculous premiums and sky-high deductibles. While affordable coverage was out there, it required enrolling privately through insurance carriers.
We made private-plan shopping possible to offer affordable coverage for our shoppers.
The Kickoff
Journey map focused on cross-team collaboration and dependencies.
We pledged to add private plans to our offering when onboarding our largest client. Our third-party shopping partners led us to believe they would have it developed this year, but they failed to meet our needs.
My team pivoted to identify if private shopping was buildable within a few months.
Presenting our high-fidelity prototype to our clients.
Everything checked out. All that was left was to sell the solution to our client. We created a high-fidelity prototype to demonstrate our proposed solution.
Our demo couldn't have gone better. Our clients were astounded at the lengths we went to reconcile the situation. The project was a go, and we were already off to a good start.
Early mockup of our "Private vs Marketplace" page.
The project's scope solely included in-house shopping for private plans, meaning marketplace shoppers would continue using our third-party's external shopping platform.
We were forced to separate the shopping experiences and insert a crossroads where shoppers choose to shop privately or through the marketplace.
The Pre-Enrollment Assessment's recommendation page.
Our MVP included online shopping but not applying online. We required shoppers to apply for coverage on the phone with an agent. Due to concerns about call volume, we had to significantly filter down which plans we offered and define who would benefit from the limited plan offerings.
We used The Pre-Enrollment Assessment results to recommend a plan type and suggest private or marketplace shopping. We then targeted users that would benefit most from shopping privately and kept the call volume to a minimum.
Research
Graph demonstrating the percentage of private plans sold per metal tier.
I held a focus group with seven agents. I received several insights regarding the current private shopping trends to help influence my design decisions.
Based on the shopping trends, we chose to solely recommend private plans when silver was a good fit.
The Resolution
Our private shopping results final design.
The plan details final design.
The "Private vs Marketplace" final design
The Launch
The project launched right in time for the annual enrollment period. The success has brought us closer to an in-house shopping solution for all of our plans. Next, we expand private shopping to all our clients throughout the United States and open the product offering to all metal tiers.
Next season, we are building side-by-side plan comparisons, more robust filtering, and online applications. Once these improvements are complete, we plan to also offer marketplace plans in-house.
Key Takeaways
