UnitedHealth Group
Pre-Enrollment Experience — Simplifying plan selection across a complex, regulated healthcare platform
Overviews
Designed a pre-member enrollment experience across a large network of employer-sponsored healthcare sites, where users needed to compare complex plan options, evaluate tradeoffs, and make high-stakes decisions under time pressure.
Focused on simplifying plan discovery, clarifying differences between options, and reducing friction across comparison and enrollment flows.
Journey understanding
Mapped the end-to-end enrollment journey to identify where users struggled to understand plan differences, compare options, and make confident decisions.
Focused on friction across awareness, comparison, and decision stages, where information gaps and cognitive load were highest.
Behavioral Insights
- Cost vs. quality tradeoffs drove decisions
- Plan information was fragmented across sources
- Users preferred simpler plans over complex options
- Decisions were shaped by personal context
These insights revealed a need to reduce comparison complexity, surface meaningful differences between plans, and guide users through decisions based on their individual context.
Clear plan comparison
Redesigned the plan comparison to surface key differences upfront, paired with clear plan detail views to reduce navigation and eliminate the need for cross-referencing.
Outcome
Delivered a scalable pre-member enrollment experience across 750+ employer healthcare sites focused on reducing friction during healthcare plan selection.
- +22% increase in enrollment starts after initial enrollment email
- +14% increase in plan comparison engagement
- −11% reduction in time to select a healthcare plan
- Reduced accessibility-related usability issues through standardized WCAG-aligned interaction patterns