UX - AHM
AHM were looking to engage 18-29 year olds with discounted insurance as part of the new government reforms.
The Challenge
Health insurance can be quite overwhelming no matter whom the audience is. The challenge is to be clear and concise with the value proposition.
The Problem
There was no information on the current site to help the younger audience understand health insurance in order to make an informed decision.
The Approach
A deep dive into the analytics to see if there was valuable information about our existing customers in this age group. Then interviews were conducted with frontline members who speak to customers daily.
A workshop helped to further understand customer needs and pain points. This uncovered opportunities to allowing a hierarchy of content to be formed.
Multiple wireframes were designed building on the content that was discovered in exploration. Once refined a prototype was built and was tested with specific participants. Several features such as interactive sliders highlighting in a dollar amount how they can save were tested and validated. The tasks and user interviews brought to light many insights and shaped further iterations of the designs.
The findings were then presented back to senior stakeholders with recommendations.
Upon iterating the wireframes, visual design was applied and it was then slated for development in the next sprint.
Methodologies
Stakeholder & User Interviews
Workshops
Customer Journey Mapping
Competitor Analysis
Metrics Analysis
Wireframing
Prototype
Usability Testing
Accessibility
The Result
Customers in the younger demographic can now easily compare products and make an informed decision when searching for health insurance.
