UHone.com replatform and redesign

UX Design - UI Design - Accessibility Testing

The Project

UHone.com is primarily United Healthcare's platform for individuals to shop for insurance not associated with an employer. As a result of a lot of technical debt, there was a push to change platforms from Sitecore to Adobe Experience Manager. We took this move as an opportunity to do a full evaluation of the site and improve the customer shopping experience and completely redesign the site. My role in this was primarily interaction design and I also helped our graphic designer work on the visual design. I also helped lead the accessibility efforts from font readibility to code structure for navigation and screen readers.

Research

I personally completed a heuristic evaluation along with two other designers(3 total evaluations) while our researchers conducted user interviews and usability tests on the existing site. We created behavioral user personas along with journey maps associated with each. We tested our prototypes remotely using usertesting.com to help iterate on our designs.

Solutions

As a result of research it was identified that the existing site was too transactional and generic, so we set out to create a more contextual and conversational shopping experience to make people more comfortable with their product selections.

Outcomes

By adding a human element to the site we were able to go from ~9% application rate(application forms submitted divided by total site visitors) to just over 15% in the first year. That's an increase of over 65,000 applications on a quarterly basis.