Review and evaluation of consumer website, proposing extensive user experience enhancements that were incorporated in the site redesign.

1. Website User Experience
Analysis
Prepared By: Gregory Curran
Creative Director / Marketing Strategist

2. Overview
In preparation for creating the new dedicated website for Client XYZ Individual Health
Insurance, Agency ABC has assessed the live content that is currently on the Client XYZ
website. The goal of this exercise is to determine how to evolve the site content and
functionality to better meet user needs and support our goal of efficiently moving users
through the sales funnel. As we evolve the content, we will apply best practices, including:
– Page headlines that clearly identify the focus of respective pages
– Concise, straightforward copy that is relevant to user needs
– Uncluttered page layouts that help users find needed information and complete desired
tasks
– Prominent navigation elements that enable users to find their way around the site
– Tools and functionality that help users view, compare, understand and take action on
plan information and other important content
– Consistent and prominent inclusion of a call-to-action

3. Opportunities For Improvement
While our assessment did allow us to recognize the strengths of the current content, we
were also able to identify specific opportunities for improvement.
1. Limit navigation options to those most relevant to our users, and assist them in
moving through the conversion funnel.
Users are presented with up to three navigation menus on a single page. We would look to
eliminate all but the essential links as a way of reducing opportunities for “leakage” and
helping users complete desired tasks.
2. All important content and links should appear above the “fold” (screen view).
We found instances where important content was at or below the fold. Examples include the
section for “Calendar Year Maximum” on the index page for “Need Help Choosing”, and the
link to “How to Apply” on the “Member Resources: Billing” page.

4. Opportunities For Improvement
3. Eliminate inconsistent presentation of navigation menus and directional text.
Getting users to complete the quote process is essential to achieving our marketing goals.
However, this process is call simply “Quote” in some places, and “Quote & Apply” in others.
As noted in recent Client XYZ usability research, this inconsistency can create confusion for
users. Also, the listing of “shortcuts” in the left column appears in different versions,
depending on location on the site. These two versions are:
Version 1 (e.g., on “Quote & Apply” page) Version 2 (e.g., “Need Help Choosing” page)
 Related Shortcuts • Shortcuts
 Member Services • Member Services
 Health Information • Health Information
 Find a Doctor • Find a Doctor
 Discount Programs • Wellness Products & Discounts
 Online Pharmacy • Discount Fee Program
 Help / FAQ • Online Pharmacy
• Help / FAQ

5. Opportunities For Improvement
4. Add content that helps users understand and succeed at the CLIENT XYZ
application process.
Experience tells us that many people have little or no understanding about the process of
buying individual health insurance. To help guide site users along, we would add a clear,
concise description of the Client XYZ application, underwriting and approval process and
timeframe.
We also know that there is a high drop-off rate for users who begin an online application.
We may want to add copy on the guided-selling portion, to set expectations how much time
they will likely spend, what the need and how they can receive assistance if needed.

6. Opportunities For Improvement
5. Include page headlines that anticipate variable points of entry into the site and
accommodate individual user needs.
As currently presented, page headlines are written to reflect site IA and seem to assume a
linear click path. However, we know that many users navigate to the site from search
engines. The terms used to conduct those searches provide us with knowledge of the needs
and questions users have. We recommend presenting copy that reflects this knowledge.
For example, if someone searched for “family health insurance plan”, we would want the
web page they landed on to present the most relevant messaging. In the Need Help
Choosing section, that headline might read: “Let us help you choose a health insurance plan
for your family.”

7. Opportunities For Improvement
6. Improve decision-support tools that present too many options.
We know the importance of helping users narrow down their plan options to 2 or 3
candidates, so they can feel comfortable enough to choose a correct plan for themselves.
But, as evidenced by results achieved when using the Life Stages tool, we are currently
recommending a long “short list”. The number of plan options recommended ranged from
6 to10. This is not strong decision support and does not move a prospect aggressively into
a conversion funnel.
We recommend refining the mechanics of this tool to provide a more focused list. Including
additional decision support tools such as a refined and redesigned Preference tool or a
slider tool as developed for the AARP site, would also make it easier for users to become
Client XYZ members.

8. Opportunities For Improvement
7. Revise copy that sounds like “legalese” or doesn’t directly address the topic.
We found instances of copy that is far from user-friendly. Examples found in the FAQ
section are listed below:
Example of “legalese:”
Q. How long are these rates valid?
A. Rates for the Client XYZ Plan can be modified if such modification is approved by the
regulators and we give at least 30 days notice before a rate modification. You will receive
notice of the rate change before its application.
Example of not addressing the topic:
Q. What health care services are covered under the Client XYZ Plans?
A. For specific plan benefits, please use the "Request a Quote" function on the navigation bar.
We would look for opportunities to replace copy like that shown above with content that is
more relevant and user-friendly.

9. Opportunities For Improvement
8. Rewrite links to be more accurate and helpful.
Wherever possible, we would eliminate the site’s many “more” links and replace them with
language that better sets expectation about the content to follow.
9. Look for opportunities to make certain that links take users to the most relevant
copy.
The Life Stages page contains text that says:
Also, these value-added extras may interest you:
-Adolescent and Childhood Immunizations Program
-Client XYZ Resource Connection -- Enjoy discounts on business products and services
from Staples, Hewlett-Packard and other providers.”
Users who click the text link would expect to learn about “value-added extras.” However, the
link takes them to the “Program Provisions” page, which presents dry, off-putting legal
disclaimers instead of the expected content related to interesting “extras”.

10. Opportunities For Improvement
10. Reduce the priority of offsite links to keep users in the conversion funnel.
As the site is currently architected, users encounter a smorgasbord of page environments
as they click from CLIENT XYZ content to pages on DocFind, Secure Member Site,
InteliHealth, and other offsite locations. We would look for ways to reduce or de-prioritize
navigation to different environments.
11. Include a Sitemap.
Although the navigation at on each page includes a link that reads “Sitemap”, this link
actually takes the user to the Client XYZ.com home page. .

11. Opportunities For Improvement
12. Add content that highlights the value of considering Client XYZ.
Consumers who are shopping for coverage have a variety of health insurance providers to
choose from. Often perceptions about the carrier can be a deciding factor in the buying
decision.
To take advantage of the client’s strong brand, we recommend including content that
highlights the benefits consumers can expect when they choose Client XYZ.
13. Provide plan detail in a way that won’t interrupt the guided-selling process.
Currently, plan details are provided in a pdf format. This forces users to interrupt their
activity, creating an unwanted detour on the path through the sales funnel.
We recommend that plan details and other important content be accessible inline, as part of
the buying experience. This is highly relevant content and may be more easily managed via
CMS or automatically fed to the site via the dynamic framework.

12. Opportunities For Improvement
14. Provide users with a better sense of place.
We recommend including breadcrumbs, progress charts and other content that helps users
always know where on the site they are and where they need to go.
15. Include content that anticipates and provides needed assurances.
Consumers will typically experience some uncertainties during the online insurance buying
process. Helping people overcome uncertainties allows us to make more sales.
For example, some users might hesitate due to concerns about privacy. For them, we would
include a prominent graphics or text that emphasizes security.
For users who are uncertain about their choice of plan, we might add “social proof” (i.e.
testimonials, or “people like you prefer this plan”) or similar forms of assurance.