Case Study

Case Study

Direct Enrollment Platform

Direct Enrollment Platform

Building a better way to shop

Building a better way to shop

Background

AmbetterHealthisthemarketleaderinaffordablecoverageforindividualsandfamiliesseekinghealthinsurance.ThroughtheHealthInsuranceMarketplace(HIX)theyprovidecoverageforover5.8millionpeoplein29states.

AmbetterHealthisthemarketleaderinaffordablecoverageforindividualsandfamiliesseekinghealthinsurance.ThroughtheHealthInsuranceMarketplace(HIX)theyprovidecoverageforover5.8Mpeoplein29states.

AmbetterHealthisthemarketleaderinaffordablecoverageforindividualsandfamiliesseekinghealthinsurance.ThroughtheHealthInsuranceMarketplace(HIX)theyprovidecoverageforover5.8millionpeoplein29states.

Approach

5 Phase - Research & CX Strategy

5 Phase CX Strategy

To help returning members and new customers find the right coverage, I led a team of 6, in collaboration with the Sales & Marketing group and key stakeholders (30), to explore, co-create, prototype, and test a first-of-its-kind direct enrollment platform.


Role

Creative Direction, UX Lead, Research Lead

Impact

Insights gathered informed feature set for launch, key messaging, and a strategic shift towards self help resources, and short form, high impact video tutorials

Enrollment landing page for returning members
Enrollment landing page for returning members

Simplified returning-member journey (retention strategy)

Simplified returning-member journey (retention strategy)

quick, direct, easy

quick,
direct, easy

Less than 5 mins

A business goal was to create a process that could be completed in less than five minutes and felt more like shopping at your favorite online retailer with data rich comparisons and reviews

Less than 5 mins

A business goal was to create a process that could be completed in less than five minutes and felt more like shopping at your favorite online retailer with data rich comparisons and reviews

Better Guidance

Provide better resources and support during the research and application stages to help shoppers find the right plan (smart filters, education, reinforce value proposition)

Better Guidance

Provide better resources and support during the research and application stages to help shoppers find the right plan (smart filters, education, reinforce value proposition)

Personalization

Reduce channel fatigue from many to one (search, .gov., brokers, physical mail), and ease the burden of repetitive data entry for identity proofing and eligibility determination

Personalization

Reduce channel fatigue from many to one (search, .gov., brokers, physical mail), and ease the burden of repetitive data entry for identity proofing and eligibility determination

The notion of 'Quick' was later challenged by shoppers and revisited after qualitative research

Problem

Knowledge gaps, rising costs, and unknown health needs

Knowledge gaps, rising costs, and unknown health needs

Over 23 million US citizens do not receive employer-sponsored health insurance, PTO, or retirement support. For these independent contractors, freelancers, and small businesses, the process of finding health insurance on their own can be overwhelming and time intensive.

During the holiday season (an already stressful time of year), returning members and new customers are required to document their anticipated health needs for the coming year and forecast their household income with extreme fluctuations in their take-home pay month to month (often not understanding the tax implications).

Over 23 million US citizens do not receive employer-sponsored health insurance, PTO, or retirement support. For these independent contractors, freelancers, and small businesses, the process of finding health insurance on their own can be overwhelming and time intensive.

During the holiday season (an already stressful time of year), returning members and new customers are required to document their anticipated health needs for the coming year and forecast their household income with extreme fluctuations in their take-home pay month to month (often not understanding the tax implications).

Enrollment landing page with short onboarding video example highlighted

Opportunity

Tax credit overlay screen and enrollment education on cost sharing

Self-help that speaks your language

Self-help that speaks your language

Our team was tasked with reimagining how customers could enroll directly through a health insurance company's website. Changes in regulations provided us an opportunity to create branded, short, engaging self-help resources, specially trained customer service agents, and flexible features so customers could start, stop, and resume enrolling from anywhere, anytime.

Direct enrollment through a health insurance companies website was previously restricted by CMS. Changes in regulation created opportunities to build a self-help focused approach with short, engaging video resources, new levels of customer service and training, and flexible features so customers could start, stop and resume enrolling from anywhere, anytime.

CoDesign Methodology

We conducted multiple rounds of qualitative research with current members (n=24) to identify and build their "Moments that Matter" together.

Tax credit overlay screen and enrollment education on cost sharing

Self-help that speaks your language

Our team was tasked with reimagining how customers could enroll directly through a health insurance company's website.

Changes in regulations provided us an opportunity to create branded, short, engaging self-help resources, specially trained customer service agents, and flexible features so customers could start, stop, and resume enrolling from anywhere, anytime.

CoDesign Methodology

We conducted multiple rounds of qualitative research with current members (n=24) to identify and build their "Moments that Matter" together.

Priority member segments for exploration

Priority member segments for exploration

Young Independent Member Segment

Young Independents

21-29, single, no dependents

Part-time to full time employment

Low expected usage

Young Independent Member Segment

Young Independents

21-29, single, no dependents

Part-time to full time employment

Low expected usage

Growing Families Member Segment

Growing Families

30-49, married, with kids

Stay at home, part-time, or full-time

Low - Med. expected usage

Growing Families Member Segment

Growing Families

30-49, married, with kids

Stay at home, part-time, or full-time

Low - Med. expected usage

Pre-Retirees Member Segment

Pre-Retirees

50-64, married or single, kids optional

Part-time or unemployed

Med - High expected usage

Pre-Retirees Member Segment

Pre-Retirees

50-64, married or single, kids optional

Part-time or unemployed

Med - High expected usage

  • Young Independent Member Segment

    Young Independents

    21-29, single, no dependents

    Part-time to full time employment

    Low expected usage

  • Growing Families Member Segment

    Growing Families

    30-49, married, with kids

    Stay at home, part-time, or full-time

    Low - Med. expected usage

  • Pre-Retirees Member Segment

    Pre-Retirees

    50-64, married or single, kids optional

    Part-time or unemployed

    Med - High expected usage

Trend forecasting and secondary research was used to identify target customer profiles to recruit for research and inform prioritization of the final feature set.

Storyboards

Prototyping preferences and expectations through story

Prototyping preferences & expectations through story

Themes: End of year email summaries, social campaigns and member stories, helpful reminders and simple tools like calendar invites

  • Storyboard for Year-in-review Email
  • Storyboard for Social Campaign to learn about open enrollment
  • Storyboard for Calendar Reminder tool for open enrollment key dates
  • Storyboard for follow up call to help enroll over the phone
  • Storyboard for Year-in-review Email
  • Storyboard for Social Campaign to learn about open enrollment
  • Storyboard for Calendar Reminder tool for open enrollment key dates
  • Storyboard for follow up call to help enroll over the phone
  • Storyboard for Year-in-review Email
  • Storyboard for Social Campaign to learn about open enrollment
  • Storyboard for Calendar Reminder tool for open enrollment key dates
  • Storyboard for follow up call to help enroll over the phone

"

"

Income stuff for me is a headache because I have to piece everything together.

Income stuff for me is a headache because I have to piece everything together.

— Member research participant

— Member research participant

Research participant providing feedback about prototype related to premimum reductions and cost sharing reductions
Research participant providing feedback about prototype related to premimum reductions and cost sharing reductions

Qualitative Dyad Interview - Premiums & Cost Sharing

Qualitative Dyad Interview - Premiums & Cost Sharing

Feature design of Annual Income Calculator based on qualitative feedback and testing
Feature design of Annual Income Calculator based on qualitative feedback and testing

Annual Income Calculator (AIC)

Research participant providing feedback on new enrollment process

Qualitative Dyad Interview - Apply/Verify Household

Qualitative Dyad Interview - Apply/Verify Household

"

"

Enrolling should take more than 5 minutes. You’re making a big decision that affects the next 12 months of your life.

Enrolling should take more than 5 minutes. You’re making a big decision that affects the next 12 months of your life.

— Member research participant

— Member research participant

Storyboards

Challenging 'quick and easy' to find the right plan

Challenging quick to find the right plan

Themes: Social Proof, Virtual Member Assistant (CUI), transparent benefit comparisons with competitors, short format self help videos, and smart filters based on usage and location

  • Storyboard for Video Enrollment concept
  • Storyboard for Peer Proof concept highlighting how member experience testimonials could guide plan selection
  • Storyboard for Virtual Member Assistant to help with income reporting and enrollment via CUI
  • Storyboard for Video Enrollment concept
  • Storyboard for Peer Proof concept highlighting how member experience testimonials could guide plan selection
  • Storyboard for Virtual Member Assistant to help with income reporting and enrollment via CUI
Plan recommendation landing page redesign
Plan recommendation landing page redesign
Plan recommendation redesign based on qualitative feedback
Plan recommendation redesign based on qualitative feedback
Plan recommendations zoning and hierarchy
Plan recommendations zoning and hierarchy

Design Theme

Clarity, confidence, and convenience

Clarity, confidence, and convenience

The Reveal design theme was developed to create an experience that delivers the emotional benefits of convenience, confidence, and clarity. The core concept is transparency and progressive disclosure of important information in approachable and diverse formats.

Color palette — To complement the brand's Raspberry active color, a deep purple accent was selected to stand out in a sea of blues, oranges, and greens in the health insurance space.

Motion Design — A playful and elastic motion design language was used to make the new experience feel approachable and focus viewers' attention to key information during the enrollment process.

The Reveal design theme was developed to create an experience that delivers the emotional benefits of convenience, confidence, and clarity. The core concept is transparency and progressive disclosure of important information in approachable and diverse formats.

Color palette — To complement the brand's Raspberry active color, a deep purple accent was selected to stand out in a sea of blues, oranges, and greens in the health insurance space.

Motion Design — A playful and elastic motion design language was used to make the new experience feel approachable and focus viewers' attention to key information during the enrollment process.

Transparent
Spotlight
Layered
Open

Design system example highlighting UI components, button states, color, iconography, and motion design
Mobile and Desktop website redesign featuring “Open” paper animation
Mobile and Desktop website redesign featuring “Open” paper animation

Impact

Direct enrollment final landing page based on vendor selection and recommendations from research

Enhancing enrollment for 5.8 million Americans

Enhancing enrollment for 5.8M Americans

The new direct enrollment strategy introduced new features like Video Tutorials, Annual Income Calculator and Plan Suggestions based on best fit, usage, and popular in your area.

Additional enhancements were created for helping people move through the enrollment process and seek help like scheduling a time to Speak with a Specialist, Resume, and Set a Reminder to capture leads during the research and compare stages of the shopping journey.

The new direct enrollment strategy introduced new features like Video Tutorials, Annual Income Calculator and Plan Suggestions based on best fit, usage, and popular in your area.

Additional enhancements were created for helping people move through the enrollment process and seek help like scheduling a time to Speak with a Specialist, Resume, and Set a Reminder to capture leads during the compare stage.

Impact

The project helped Sales and Marketing Executives identify whether to build or buy an existing enrollment platform.

  • Insights gathered prioritized key features for launch

  • Research informed key messaging and value proposition for launch

  • Shift towards self help resources, and short form, high impact video tutorials

Ready to reimagine how customers experience your brand online?

Get in touch

Get in touch

Project

Credits
Credits

Year

2019-2020

2019-2020

For

Ambetter Health

Ambetter Health

Role

Creative Direction, UX Lead, Research Lead

Creative Direction, UX Lead, Research Lead

With

Evolve — Jia Lu Ni, Mike Abeln, Melissa Grabiel, David Phillips, Paul Backett

Evolve — Jia Lu Ni, Mike Abeln, Melissa Grabiel, David Phillips, Paul Backett

Made Possible.

Let's connect

© MMXXVI Noah DiJulio All rights reserved

Made Possible.

Let's connect

© MMXXVI Noah DiJulio All rights reserved

Made

Possible.

Let's connect

© MMXXVI Noah DiJulio All rights reserved