CASE STUDY
COVERED CALIFORNIA REDESIGN
OVERVIEW
PROBLEM
The navigation in the current website makes plans hard to find. The wording is misleading and takes users through unnecessary pages. People that are looking for specific plans, compare and understand them have also difficulty understanding insurance language, benefits and costs.
OBJECTIVE
To create a web interface that allows potential users to find, understand and purchase a plan successfully.
OBSTACLES
Understanding insurance best practices regarding language and accessibility to their plans.
SOLUTION
A more simplified navigation and direct access to plans and MediCal.
BEFORE
AFTER REDESIGN
Covered California’s homepage at the time of the redesign
TOOLS
Sketch
Invision
UserTesting.com
SurveyMonkey
TEAM
UX Researcher
UX / UI Designer - Nathalie Perez
Product Owner
METHODOLOGY
Agile Scrum with Lean UX methodologies.
TIME
2- 2 weeks intervals
PHASE 1
RESEARCH
COMPETITIVE ANALYSIS
Based from the objective of giving fast access to plans, we analyzed interfaces from private insurers with longer web presence in order to explore best practices in funneling consumers into a successful shopping experience.
Analysis Outtakes
Competitors have a clear language and shorter forms to fill out in order to access healthcare plans.
Quick MediCal and MediCare qualifying information.
Easy access to private healthcare plans.
USER PERSONAS
After researching over 65 users of Covered California through surveys, usability tests and qualitative interviews, we created Affinity Maps to find our user personas.
100% of the people interviewed experienced frustration and obstacles at finding their healthcare plans.
89% of users expressed confusion after completing the task because they didn’t know they had done it correctly.
73% of users were not satisfied with their plans. They didn’t understand what their plans covered.
PHASE 2
IDEATION
FEATURE PRIORITIZATION
After analyzing competitors and the qualitative data in the interviews, we started the feature ideation process that would allow users to find the information and ideal plan.
INFORMATION ARCHITECTURE
Improving the site map was crucial for addressing the primary need of finding healthcare plans and MediCal.
The user flow shows an effective and fluid navigation towards the plan and dashboard.
SITEMAP AFTER
SITEMAP BEFORE
USER FLOW AFTER
WIREFRAMES
Before prototyping, I created two iterations of wireframes to best serve the website's information architecture and shopping cart and MediCal application process.
PHASE 3
DESIGN AND TESTING
Home page
MediCal Page
Shop and compare page with form that directs users to plans
Plan results
Plan details
Qualified for MediCal / Login
CONCLUSION
Working in this project allowed us to understand that finding plans is crucial for the wellbeing of people that need them the most. This urgency guided us in designing and testing a solution that made plans and their details easier to find and easier to comprehend.
After testing, 95% of people found their plans successfully and quickly. We learned that Covered California already resources to guide us to a more Human Centered Design which we implemented in our screens. If people failed to find these plans within the government timeline, they are penalized.
Moving forward I would’ve worked exploring pain points in the logged in version after shopping for a plan and I would’ve focused more on how to communicate best with MediCal users.