Health Insurance Sales Tool
Guidewell Connect | UX/UI Designer
The Problem
Members
Purchasing health insurance online is overwhelming. Members struggled with:
- Complex insurance jargon
- Too many plan options
- Unclear tradeoffs between cost, coverage, and benefits
As a result, users lacked confidence that they were choosing the right plan and often abandoned the process or sought help from customer service.
Business
From a business perspective, the legacy sales tool created high friction during the open enrollment period, leading to sale drop-offs and increased support costs for brokers and members, making it difficult to attract new clients and retain existing ones.
How We Defined the Problem
To understand where confidence broke down, we reviewed:
- Past usability studies
- Competitive analysis
- A heuristic evaluation
- A journey map of the purchasing flow
Results
Research revealed that users weren’t lacking information. They were lacking clarity and reassurance.
The Solutions
Design System Updates
The design system was modernized to comply with WCAG 2,0, be more scaleable to ensure seamless integration with clients’ websites. This would ultimately make onboarding new clients easier while maintaining visual consistency across products.
Landing Page Redesign
The landing page was redesigned to reduce friction and get customers into the quote process faster.
“Help Me Choose” Feature
A guided experience reduced cognitive load by replacing broad plan lists with personalized, preference-based recommendations.
Plan List & Comparison
Users could compare up to three plans side-by-side, making it easier to validate their choice and select the best option.
Plan list showing recommended tags and plan features.
Compare dock so members can easily see what plans they chose for comparison.
Reflection
Despite constraints, the work aligned stakeholders around a more member-focused approach and laid the groundwork for improved completion rates and member confidence.
Let's Connect!
Hi I'm Jill! I have 13 years of experience in design, primarily in healthcare. I focus on creating clear, well-crafted experiences for complex systems. Let’s connect.