United Healthcare

Optimizing the plan browsing experience of UHC’s Small Business Store

Overview

United Healthcare’s Small Business Store targets small business owners (2-50 employees). Within the store, users can browse plans and get a instant quote without going through a broker. As the site was outdated, we not only aimed to visually upgrade the site, but also enhance the browsing plan experience.

See the live experience at smallbusiness.uhc.com

Problem

We worked with the United Healthcare’s Digital B2B team to identify issues with the plan browsing page:

• Too much information on the plan card

• The layout looks too compact

• Weak guidance in bringing the users to get a quote after selecting the plan

• Limitations in suggesting plans that tailor to users’ preferences 

• Outdated UI

Design Goals

• Modernize and simplify the plan card and the overall layout design

• Empower users to get quotes seamlessly after selecting the plans

• Personalized the browsing experience

Ideation

High Fidelity Wireframe

To tackle the problems, we explored different layout designs and came up with a high fidelity screen that set up a foundation for user testing.

The enhancements include:

1. Simplified the card design by displaying the overall cost and the benefit highlights only 

2. Added a sticky CTA bar that encourages users to request quotes after making the selection

3. Added different filters supporting the users to find plans that fulfill their requirements

Testing

User Testing

To validate the changes and get user feedback, we created a couple of testings on Usability Hub ( 50 participants per test):

1. Navigation Test

   How easy is it for users to select a plan and request a quote? 
   

2. Preference Test

   Do users prefer a vertical or horizontal filter design?
   

3. Design Survey

   For the filters, what information do users prioritize? 
   

4. Preference Test

   Do users prefer a vertical or horizontal card design?
   

5. Preference Test

   For the sticky CTA bar, do users prefer it to be placed at the top or bottom?

Result

Based on the testing results, we learned:

1. Users have no issues with selecting the plan and clicking the CTA. 100% of participants completed the steps in an average of 24 seconds.

2. Horizontal filter design does significantly better (68% of the participants) as it is easier for users to read and it utilizes the space better

3. For the filer content, users prioritize “plan price”,” budget” and “deductible” information. Therefore, they should be placed on the left as users read from left to read.

4. Vertical card design does significantly better (72% of the participants) as it assembles a table format, which is easier for users to digest and compare the data 

5. The top sticky CTA bar does significantly better (62% of the participants) as it brings less distraction. It also feels more intuitive and visually cleaner.

Final Design

Conclusion

Design solely based on assumptions could be dangerous. In this project, I appreciate the opportunities to work with two designers to identify the problems of the browsing plan page, ideate design solutions, and most importantly, validate the design with quantitative data and get feedback from users to enhance the user experience.