Saving Shoppers $100k+ 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.

After research, testing, and many iterations, we landed on a new direction for our plan tiles. I used auto layout to wrap the elements into a mobile view, making tweaks to ensure all the elements were wrapping properly on different breakpoints. Afterward, I used my mobile design to improve and align the desktop design to be fully responsive with as little custom code needed.

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The new focused approach:

• Start simple with high-level benefits, expand for more information, compare plans for full details.
• Visual Hierarchy is lumped near the call to action, focused on scroll scannability.
• Design wraps to be mobile responsive using conditional visibility for compare and save plan.