Humana

medicare shopping &
enrollment tool

Timeline

6-month project

Launched October 2019

Tools

Figma

UserZoom

Alpha HQ

Pivotal Tracker

Pencil and paper

Whiteboards and sticky notes

Responsibilities

Created conceptual and high-fidelity mock-ups and prototypes

Wrote research discussion guides and facilitated weekly, in-person usability tests

Synthesized user research feedback

Established UX roadmap to track team progress towards MVP goals and feature delivery

Collected, summarized, and presented real-time Voice of the Customer feedback weekly during enrollment season

Wrote copy for full shopping and enrollment experience

Standardized components and style guide used in designs

Routinely audited designs for accessibility

Diagrammed user flow of full shopping and enrollment landscape

Facilitated team activities around user personas and design principles and synthesized the final artifacts

Developed onboarding documentation and how-to guides for teammates new to the project

Created presentations on research results and design decisions for stakeholder updates

Paired with developers weekly to tweak implementation of designs

Collaborated with data scientists to review analytics from enrollment season and develop UIs related to machine learning models

Facilitated updates and demos with product managers and developers

Problem

Due to the complexity of Medicare, shoppers often lack the confidence required to choose a plan on their own

Objectives

Present plans in a way users can easily understand

Help users find a plan that fits their needs

Simplify enrollment

Key Metrics

Increase enrollment rates for Medicare Advantage plans

Increase number of Medicare Advantage plans sold

Improve Voice of the Customer scores (NPS)

Process

Discovery and ethnographic research

Persona creation

Design principle writing

Initial ideation (generative and evaluative exercises)

Mock-up creation

Moderated usability testing

Research synthesis

Final mock-up creation

Developer hand-off (including screen sizes and interaction notes)

Designer and developer pairing (to address minor tweaks in execution)

Back to initial ideation for the next feature

Results

Outperformed the control shopping and enrollment experience for Medicare Advantage plan enrollments upon launch during the 2019 Annual Enrollment Period

Raised NPS by 21 points over the control experience

Improved usability scores by 5% over the control experience and 10% over industry benchmarks

Stakeholders and Leadership decided to give our plan finding experience 100% of the shopping and enrollment traffic for the 2020 Annual Enrollment Period