Uxpres blue conference_rev4

UX Design ReviewFEB 2011 | SCOTTSDALE, AZDIGITAL BLUE CONFERENCE

Monday, February 14, 2011

ABOUT USER EXPERIENCE

BACKGROUND

(TOP 10) FINDINGS

INSPIRATION

3

5

9

22

CONTENTS


The User Experience Goal


About User Experience

Psychology Design

Psychology Design


• Conducted 6 Stakeholder Interviews

• Reviewed 6 Blue Sites from usability perspective

• With the target audience:• Conducted two focus groups (n=12) to

understand what they know, want and need• Conducted 1:1 Interviews (n=10) to assess

usability of Blue sites

• “Persuaded” 18 college students to conduct surveys, focus groups and usability testing to validate findings

APPROACHBackground


• Focused on 6 Blue sites for the research

• Approached it with one scenario: a person 18-34 (33) that is looking for individual health insurance.

• Very high level review of UX across the Blue Sites• Not individual reviews of each site• Not a direct comparison of who is the winner• Focused on what we can learn, not who does it

best• Findings and recommendations are meant to be

high-level; would need research using each site’s demographic for concrete recommendations

SCOPEBackground


CURRENT STATE PER STAKEHOLDERSBackground

Average Grade across all sites:

CMobile and Social Media Strategy:

TBDHealth Insurance Idols:

None


• Don’t think they need health insurance.

• Don’t know enough about health insurance to buy it

• May not go to the website if they do want to buy it

• Decision factors: cost

★ Need easy

★ Want to feel informed

★ Are very impatient

★ Are very judgmental

★ Don’t want to be talked down to

★ Don’t want to be stereotyped

★ Willing (and likely) to go with what is

recommended, even if it is not the cheapest

★ Need to trust

★ Need to be convinced

★ Demand good user experiences

CURRENT STATEBackground

What We Know:

18-22 23-27 28-34

What We Learned:


MAKE IT EASY RIGHT FROM THE STARTFindings

Most sites have a prominent link to obtaining a quote on the homepage“Seems like it would be

easy. Just click.”

“Shows that they want my

business.”

1


Users need clear direction on where to go when they need help

choosing a health plan vs. wanting to quickly get a quote and buy

2

PROVIDE MULTIPLE PATHS TO THE END GOALFindings


Guidance and support is helpful...“They have a lot of

information here. Good in

case I need it.”

“There’s stuff here in case I

don’t know what words

mean...that’s helpful”

“Health Plan 101--I guess

that’s for the dummies like

me...”

3

CONTENT IS VALUEDFindings


...if they understand it.Unclear what users would be

losing if between the options

(High vs. Medium--coverages

do I lose?)

Scale markers are objective:

whats high to one person may

not be high to another.

CONTENT IS VALUED WHEN PRESENTED RIGHTFindings


GATED, GUIDED, PATHS WORKFindings

Plan Selectors very well received“If I knew what I

wanted, this would be

great. If I didn’t know

what I wanted, this is

even better.”

Some navigational

improvements can only

help refine this beautiful

design (ex: an “i don’t

know” option and a more

obvious back/start over)

4


They didn’t relate to the look and feel on some sitesUnited Healthcare scored the

worst. Sites with stock photos

were next.

“Designed for old

people...generic”

“Designed for families...it

shows even health insurance

companies don’t think health

insurance is for me.”

5

LOOKS MATTERFindings


LOOKS MATTERFindings

And loved others...

“So friendly!”

“Looks like facebook”

They liked sites with

white space,

“The lower case is

nice--I’m not sure if I

like it, but I did

notice that at least

they are trying to be

younger.”


Although there should be a quick way to get to a list of all products (for returning users, brokers,

etc.), users will need context/reminders of the value of each product to help them pick one.

Charts work well...

6

USERS DONʼT SPEAK “INSURANCE”Findings


They appreciate

easy to scan charts

that didn’t force

them to read, and

yet still conveyed

the message.

Icons made

scanning easy (and

reduced cognitive

and visual load).

Merged cells within

a table with

common elements is

brilliant.

7

WRITE AND DESIGN FOR THE WEBFindings


Keep It

Simple.

8

FIRST QUOTE PAGE SETS EXPECTATIONSFindings


THINK ABOUT STEPS TO GETTING A QUOTEFindings

11

18

10

25

21

18


INCONSISTENT PAGE DESIGNS ARE BARRIERSFindings

We noticed

inconsistencies

in page design

(not just these

sites, but across

all 6 sites).

This will cause

users to pause,

lose trust, and/

or abandon the

quote process.

9


People found the sites usable. They understood they could get a quote, but they didn’t feel they were ready to purchase yet...

10

Website is easy to use

Website convinces me to buy health insurance with them

Website would allow me to get a quote

After visiting this site, I feel comfortable purchasing health insurance (Blue)

After visiting this site, I feel comfortable purchasing health insurance (Vimo)

0 1.75 3.5 5.25 7

n=22, Scale of 1-7 where 7 is strongly agree

Note: results may be different if using members within the target geographic area exposed to radio ads, TV ads, etc.

Chart is presenting ratings across Blue sites, not individual

OVERALL, SITES ARE USABLE…Findings


Does the site persuade me to go with Blue?

USABLE BUT NOT PERSUASIVE…Inspiration


Health 101 is talking “at” the audience. Consider approachable interaction.

http://www.healthcarelane.com/ http://healthreform.kff.org/the-animation.aspx

BE ENGAGING, CONVERSATIONALInspiration


http://www.healthcarelane.com

http://www.healthcarelane.com

http://healthreform.kff.org/the-animation.aspx

http://healthreform.kff.org/the-animation.aspx

Exercise

Regular Checkups

Yoga Retreat

Eating Healthy

Mona, youʼre only 20 points away from a $20 gift card to Sports Authority!

SPEAK MY LANGUAGEInspiration

This audience considers themselves healthy, and would benefit from positive reinforcement around staying healthy.

10

10

20

50

70 / 90Reward point total:

Your Rewards


The mobile experience should compliment the web experience

What do users need when they are on the go?

Allow all users to download and use, but provide members with the most value

Additional Features:

Upcoming Doctor’s Appointments (and reminders)

SMS a nurse a medical question(ex: new moms, I need immunization for travel to a certain country, etc.)

Integration with weight loss or exercise apps to track calories and present week/month/year view to doctor during annual check-up

Push messaging for discounts and deals based on location

Directory for nearby medical services(closest place to get a flu shot, emergency room, chiropractor)

MOBILE IS NOT JUST YOUR WEBSITE ON A PHONEInspiration


The Facebook page needs to give users a reason to join.

Example of compelling facebook content: contests, coupons, deals, reviews, discussions,

original games and content, insider events, a community, things to “like,” things that inspire

comments/interaction, new, interesting and a good frequency of status updates, etc.

JUST HAVING A FACEBOOK PAGE IS NOT ENOUGHInspiration


Parents were listed as the go-to resource when buying health insurance.Most students and recent grads stated they would go with the company their parents requested, unless something they encountered proposed that their needs were different.

Empower parents to understand how technology impacts their kids’ ability to manage their health.

Empower the younger audience to know more about “today’s insurance.”

Encourage communication.

EMPOWER AND ENCOURAGEInspiration

Interestingly, parents

had low confidence they

could find the right plan

for their kids because

today health care is

different.


Not only about explaining the rational reasons of having health insurance,

But creating a desire to have “Blue”

They are looking for cognitive shortcuts to trust that Blue is right for them.

BLUE = PRESTIGEInspiration


Thank You.


Thank You.

Mona Patel Principal UX Strategist

Motivate Design LLC

+1 201.433.3302 | Office

+1 201.923.9392 | Mobile

[email protected]


mailto:[email protected]

mailto:[email protected]

Uxpres blue conference_rev4

Documents

i dont

sites usable

usability of blue sites

sites demographic

individual health insurance

health insurance idols

easy want

cheapest need