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The health profile questionnaire
Completed Assessments
Online Completions
Bundle Rate
Shopping CVR
Introduction
The Problem
Our online shopping had no decision support, resulting in shoppers calling in to complete their enrollments over the phone. Enrolling by phone took an average of 4 hours.
With healthcare costs at an all-time high, personalized coverage was more valuable than ever. Our 22,000 shoppers had 45 days to enroll in coverage. Without proper self-service, our shopping experience left customers confused and overwhelmed.
We created the Pre-Enrollment Assessment to instill confidence by providing decision support for our shoppers.
The Kickoff
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Story map stickies & notes
My PM and I kicked off the project with a story-mapping session. We wanted to break down user activities, point out dependencies, identify unanswered questions, and brainstorm ideas.
Afterward, I reached out to numerous shareholders to better frame the problem and identify how we are currently addressing similar problems on our Medicare product.
Journey map highlighting all possible entry points to the Assessment
I started to map out our existing product to select the appropriate place for our new assessment experience and to identify possible dependencies from corresponding teams.
Our journey map brought a lot of early insights and value to my team while also adding clarity when communicating our plans with shareholders.
Early mockup for a single individual (Not compatible for families)
I needed to make this assessment relevant and clear for both online shopper agents. Moving from a paper guide to digital, the questions needed to be worded so that agents could read them like a script while still being clear enough for the online shopper to interpret.
I also had the challenge of creating an assessment that the whole family could answer, which required a dynamic design that would scale with larger families while also being suitable for the majority of our users.
Research
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Graph showing the usability test scores (SUS)
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.
The qualitative insights gained were the most impactful:
Feedback session on Microsoft Teams
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.
The Resolution
The Pre-Enrollment Assessment MVP
The health summary of the household MVP
The health plan recommendations MVP
The health profile questionnaire future design
The Launch
The project is live and has been an enormous success. We laid a strong foundation for plan recommendations and are one step closer to a complete self-service shopping experience.
We have already collected heaps of data and are working to generate complete plan recommendations using data-driven algorithms in the upcoming iterations.
Key Takeaways
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