United Healthcare
Collaborated With:
Business Development, UX Strategy, Experience Strategy, Project Management, Technology Lead, Creative Director, Graphic Designer
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Deliverables
New business pitch presentation focused on redesigning the United Healthcare Medigap homepage.
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Business Goal
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Increase referral traffic from Medigap landing page(s), pushing more qualified leads down the sales funnel.
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Challenges
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Medigap is a standardized product sold my almost every insurance provider, making it difficult to stand out from competitors.
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Medicare and its supplements are complicated and confusing.
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Seniors eligible for Medigap can be overwhelmed by the digital experience of shopping and purchasing a plan online.
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Communication Objective
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Make the ins-and-outs of Medicare coverage, and Medigap coverage specifically, easy to understand through simple, educational language.
UX Recommendations
Our experience strategy, UX strategy, and development teams created low-fidelity wireframes based on user research and UX best-practices. My graphic design-counterpart and I began by working separately, using these wireframes as starting points to build out the copy and design.
Copy Development
As I dug into the three audiences we would be targeting, I realized that each would be best served by a different order of information as they scrolled through the site. Those who have just recently aged into Medicare might be looking for more comprehensive education, whereas price-conscious existing Medicare members could prefer help in finding the value for their money.
The Final Pitch
Our site redesign modernized the aesthetics of the webpage while adhering to overarching United Healthcare brand standards. We used personalized, dynamic design and copy elements to make the page and its information as intuitive and easy to digest as possible. The result was a clean, engaging page that educated visitors while pushing them down the sales funnel.
