Charmed Healthcare: Optimizing a conversion rate
Increase conversion of health insurance signups by making the purchase process simpler.
Team:
Me; sole product designer
Tools:
Figma, Figjam, Whimsical
Deliverables:
User research, background research, Figma prototype
Duration:
Part-time; February-April 2022
Charmed needs a site that will optimize conversions to paid customers
This was one of my capstone projects during UX Academy with Designlab
I needed to design and brand the landing page and main flow to optimize conversion rates for Charmed Healthcare, a theoretical company selling direct to consumer health insurance plans
USER CHALLENGE
Choosing the right health insurance plan is critical but confusing
Buying the right health insurance is extremely important
25% of Americans owe $10,000 or more in medical debt, even though half of them have health insurance
Users find health insurance confusing and complex and need a simple way to understand exactly what coverage they’re buying
THE SOLUTION
A process that increases signup conversions by:
1. Immediately focusing on customer pain points
People are motivated to find a solution to their suffering, pain, and frustrations
Instead of diving into features, I immediately demonstrate value by addressing pain points above the fold
2. Building trust in the brand
Social proof will build trust in Charmed, so customers feel ready to make a major purchase decision
Elements of the site behave predictably so users know what to expect, deepening trust in Charmed
3. Prioritizing simplicity and ease of use
Health insurance is complex; my IA lets users immediately see info that will inform their purchase decisions, but can easily get more information if needed
The purchase process is clean and distraction-free so users understand which actions to take and why
The Problem Space
Understanding current trends in health insurance
According to the 2020 US Census:
8.6% of Americans (28.0 million) had no health insurance
54% of Americans purchased directly from their employer
10.5% of Americans purchased directly from a private company
Interviewing 6 users to understand pain points with choosing health insurance
What motivates users to choose a plan?
02. USER INTERVIEWS
Uncertainty over which services plans cover
‘It’s like you need a master’s degree in health insurance to understand the plans.’ - Interview participant
4/6 users mention not truly understanding what a plan covers because companies use complex language and concepts
Pressure and anxiety when choosing a plan
‘I feel a tightening in my chest when I think about an unexpected medical need popping up and realizing my health insurance doesn’t cover it.’ - Interview participant
5/6 users mention fear of financial consequences if they don’t have the right coverage for a medical emergency
Cost is important, but company reputation and physician network is very important
‘I have to make sure my whole family has the coverage we really need.’ - Interview participant
5/6 users mention network is most important consideration in plan choice
03. USER PERSONA
Communicating who we’re building the product for
I created a continuum for each interview theme and plotted users’ responses to discover patterns in the data and develop a user persona.
Jay Sharma represents the typical Charmed user. He wants to understand the meaningful differences between insurance plans so he can buy the right amount of insurance for his specific needs.
04. COMPETITIVE RESEARCH