The new site would have easy onboarding, include pricing for out-of-network as well as allowed totals, insurance reimbursements,  provider and hospital information as well as a geocompare for pricing in difference locations. Content and questions would be paired with results and a library of articles, a glossary and a listing of healthcare orgs would help users navigate the healthcare insurance system.

The 30 million Americans not covered by healthcare insurance and millions of others who go out of network would be our audience. Eventually this cost lookup tool would become a powerful showcase for premium datasets and resonate with potential business clients.

As UX designer, I used the business needs to create a robust UI. I created sketches, wireframes and mockups that became a prototype, validated user journeys before passing my product to development.

Secondary Research / Ideas:

• Make onboarding a simple tap, not a form

• Articles will have summaries and reading times

• Pricing results should be easy to print and share

• Cost information should be grouped as a narrative and not as a spreadsheet

• Brief descriptions win the day

• Customer service as contextual research is a resource

Stakeholder Interviews / Ideas:

• Content should be an important part user journey

• Short test after reading articles?

• Elegance of this site will sell our datasets

Competitive Analysis / Ideas:

• Be more granular about cost info. Don’t compromise correct information in order to make it look simple

• Result page tabs will give a robust feel: all information on one page

• Don’t hide information in a dropdown. Let users scroll horizontally to reveal nav. No one looks at the hamburg icon

Often an image doesn’t quite illustrate what you want it to. The idea of a word cloud was thought to be a way of revealing our services and also give the site a trustworthiness. Users commented on the busy quality of the homepage and were not sure where to begin. Even when I limited the wording in the second screen to a halo around the magnifying glass, the words were still overwhelming and were eventually replaced with a colorful icon

Initially I thought the reimbursement button should share the dark purple color of the tab nav bar because it was an important piece of information that aligned with the other results.

Biggest problem? In user testing, many consumers didn’t even see the button even though it was quite large and obvious to my team. A perfect case of UX saving us the risk and time of coding an component that may not be helpful in its current form. The business still wanted it to stand out and thought the position of the button stay put.

My solution introduced motion design into the results page reveal. The user would now see the page fade up without the reimbursement button, then the pricing sections would drop down and the button would fade up first with a purple fill and then dissolve to a ghost button with an icon, border and CTA. This solution was agreeable to stakeholders and validated well with the webapp’s users.

Web App conversion increased 3-fold and confirmation from customer service indicated that consumers were having an easier time reaching their goals and understanding their results. Communication with all stakeholders was important in order to understand the scope and how functionality was shaping the product. New features were added at a substantial pace, so the process of understanding the problem and revealing the right information at the right time was primary. Chunking information logically was a particular challenge. Usability testing was an ongoing process to get the info architecture correct.