Aetna Medicare represents a significant revenue stream for Aetna; however, the current user experience is outdated and confusing. This presented a substantial opportunity to completely overhaul the shopping, purchasing, and enrolment aspects of the consumer journey. The objective was to enhance the educational resources available to site visitors, effectively capture potential leads, and foster trust and confidence in Aetna as the premier choice for understanding and selecting their Medicare coverage. The team was tasked with reimagining the shopping and enrolment experience for both Aetna Medicare prospects and members, aiming to provide a streamlined, frictionless, and inclusive experience, reducing decision fatigue while achieving critical conversion and retention objectives.
As part of a newly formed train, I led a scrum team composed of UI and UX Designers and Researchers. This team provided support to four additional scrum teams, each dedicated to a specific aspect of the user journey.
Using our identified Medicare personas we conducted research to understand prospects & members feelings towards buying a plan on their own. The common themes and challenges to overcome were that they felt overwhelmed, fearful and unsure when trying to navigate their plan options which led to a lack of trust and confidence in the process.
UX research was integrated into our sprint cadence, making it a continuous part of the Shop, Buy & Enroll evolution. The team used Usertesting.com and UserZoom to carry out moderated and unmoderated tests, card sorting, and surveys with targeted prototypes. These activities informed and validated the teams ongoing design iterations.
Based on feedback and insights from research sessions regarding the current experience and its pain points, we reimagined four key moments in the shop, buy, and enroll journey. This redesign aimed to enhance clarity and confidence for users while providing them with various navigation options to improve their overall experience.
Know where to start, what your options are and what steps to take next
Easily asses potential costs, compare plans and shortlist plan options that meet your goals and budget
Feel confident in selecting the right plan for you
Make it easy to submit the required info and provide clear orientation on what happens next
Make the shopping experience feel easier & more intuitive. Minimize friction & decision fatigue
Alleviate users’ skepticism and mistrust with plain language and persistent, easy to access explanations of confusing terms
Help users on their path by providing clear wayfinding and intuitive navigation - and remember them on return visits
Leveraging a platform for it’s out-of-the-box capabilities lead to unfortunate parity with our competitors. This was something that we focused on addressing in the new site experience.
With silo’d initiatives across the organization and different design systems and libraries it was a challenge to bridge the gap given that our experience lived between the public marketing site and the authenticated member site.
Front Door / Public Marketing Site
Shop, Buy & Enroll
Aetna Health Member Site