Medicare Advantage Shopping
A lot of users were shopping for plans, but very few were taking the next step of enrolling in the plans they found.
Users struggle to shop for and enroll in insurance plans due to a difficult digital experience. The independent marketplace appealed to shoppers because it showed every available plan without carrier bias, but the way those plans were presented made it hard to actually narrow anything down.
The goal was to increase online conversion by reducing abandonment throughout the shopping and enrollment journey, and to give users the confidence to independently discover, evaluate, and select a plan suited to their situation.
Product discovery
Discovery combined a review of analytics and navigation patterns, session recording analysis, competitive benchmarking against other insurance platforms, and research with 30+ participants. From there the team built personas and prioritized opportunities before moving into prototyping, concept validation, and iterative refinement with real users.
- Usability improvements to filters, layout, and plan cards
- Mobile experience optimization
- Clearer labeling and information ordering
The redesign centered on improving discoverability, enabling rapid filtering, simplifying how plan information was presented, and introducing side-by-side card comparisons. Anchoring plan selection to doctor networks and medication coverage reduced cognitive burden and kept the decision tied to what mattered most to each user.
Results
Selected screens
