Sophisticated UX Strategy made for Health Insurance
To provide a sophisticated user experience, we needed to understand the client’s vision for rebuilding the Quote and Join tool and our prospective audience. To ensure this, we undertook an extensive discovery process.
We thought about the key challenges faced by users that needed to be solved; eventually, we narrowed them down to five.
Both payment security and the time taken to complete the joining process were of major importance. So, too, was transparency around price and privacy issues. Finally, it became obvious that confusion over terminology was a common stumbling block.
We recognised that the tool needed to be redesigned and reinvigorated. Utilising responsive web design, we ensured usability across tablet and mobile devices to improve conversion rate and broaden reach. From a technical perspective, the website needed an open source and reliable technology that supported best practice, was compliant with industry standards and covered SEO, accessibility and privacy requirements.
A scalable solution, ready for future growth
Our solution had to be scalable, ready to handle future growth and easy for Health Partners’ content team to use. They needed the ability to update and expand content and product offerings without significant front-end development work being done. The CMS had to help the team drive dynamic content across the site while easily tracking and monitoring user engagement and behaviour.
The technical priorities we recognised and addressed included an easy-to-use and flexible CMS, increased page speed and mobile responsiveness, ability to personalise content, better tracking for onsite behaviours and the ability for users to review and amend quotes.