The Challenge
-
The Who
Medicare shoppers who recently signed up for or planned to select coverage within the year, aged 64-72 years old.
-
The What
The decision experience and timeline of shoppers was largely unknown to the client leading up to open enrollment.
-
The Why
Our client sought understanding of the motivations, questions, and decisions that led users to choose Medicare Supplement coverage.
-
My Role
UX researcher in a team of two
-
My Responsibilities
Developed participant screener, wrote discussion guide, conducted user interviews, analyzed data using affinity diagrams, created journey maps, personas, and slide deck presented final report to client stakeholders.
-
Project Duration
June 2023 to August 2023
The Process
We began with clarifying client goals and recruiting participants who matched our screened criteria. We then conducted remote user interviews to learn the step-by-step process of researching and deciding on Medicare Supplement coverage in order to gain a deep understanding of the users’ experience that would ultimately lead them to our client’s website. After analyzing data using affinity diagrams, four unique personas were identified and we created journey maps for each one.
The Impact
Based on the personas and journey maps identified, the client was able to begin their ideation process of designing a web page that would meet the specific needs of their customers.