— PROJECT NAME
Open enrollment shopping experience
— ROLE
UX Designer
Accessibility QA
UX Researcher
— DATE
2022
The open enrollment, or shopping experience, is a necessary way for the public to buy Moda’s product, insurance. It’s all well and good to have a website to entice members, providers, and other users, but what is the value in that when you cannot convert views into sales? That’s where this project comes into play, it was time for Moda to step-up to the plate and create an easy to use shopping experience – complete with plan information, intake, and form completion. Because of this project we’ve seen an increase in user engagement, and sales, due to the seamless experience of learning to buying.
The problem
The shopping experience for Moda Health lacked the necessary information, and steps for successful conversions. Part of the problem was that the Moda shopping experience hadn’t been updated in a number of years, which meant the technology could not keep up with the demands of our users. It also meant that the original site could not accommodate the expansion, and growth, that Moda had experienced. Overall, the open enrollment needed a complete overhaul, and makeover to create a more accessible, and easy, user experience.
The solution
In order to keep up with the expansion, and changes, that were taking place at Moda, we knew that the shopping experience needed to be brought up to date. We made navigation simpler, including a dropdown for state selection so users could learn about their state specific plans. The solutions we came up with are scalable, responsive, and flexible for future expansions, updates, and needs that may arise.
Current website
Below is just a snippet of the current website. These snapshots show how limited the navigation was, and how confusing the overall experience for shopping for plans, by state, truly was.
Shopping experience home page
Shopping experience for Alaska – medical
Dental plans for Oregon
Medical shopping experience – Oregon
Research
Because of a restrictive timeline, our initial research phase was fairly brief. We did an audit of our current site, and looked at current navigation, content, and what we thought may have been missing.
Part of that process was building an IA of current navigation, as seen below:
IA of the original shopping experience
First designs
With our brief research period, we began working on initial mockups. The new mockups were intended to create a more diversified layout, capable of representing the multi-state needs, and allowing users to learn more about the company. So much of the original experience was hidden, that we wanted to make clear calls to action, navigation, and helping users walk through the process with ease.
Mockup of a ‘Why Moda’ page
Mockup of an Oregon plans page
Mockup of Texas plans page
Second mockup of ‘Why Moda’ page
Second round of research
After creating our first round of mockups, we began our second round of research. We launched an A/B test on Userlytics, and gave participants certain scenarios so that we could follow their journeys, and see if things would match our expectations.
These user tests allowed us insight into how our designs worked or didn’t work based on accomplishments. This testing was imperative as it allowed us to gain insight into our users' minds to allow for impartiality in decision making.
Mobile designs
With how much technology has changed, and with how interaction with technology has changed, we knew we needed the new shopping experience to be responsive. Since most people interact more with their phones than their desktops, we knew we needed the process to work for both user types.
Mobile home page
Mobile ‘Why Moda’ page
An example of the mobile state specific page
Mobile version of plan details information
Desktop
Based on our previous iterations of research and design, we had a better idea of what our layouts and concepts should look like. The collaboration between stakeholders, brand designers, and project managers was necessary and led to a positive outcome for our users. We were able to make the navigation more concise, leading people to our shopping funnel. We took our intake form, and process and elevated that to convert sales, and made our public facing site more interesting, and inviting, to new and returning users.
With our new product, we created a more visually appealing site, we added new capabilities to the site, with the ability to add videos, dynamic tables, more iconography and imagery, and allowing users to find their state specific content more easily.
New desktop home page
New state shopping information page
New ‘Why Moda’ page
New plan details page
New shop intake page
Closing thoughts
This project was one of the first that I got to see through from start to finish. It was an incredible joy to get to see this project develop over time, and to see how it has changed over the years, as we are continuously looking to improve upon our shopping experience.
We went through a number of iterations, multiple rounds of research (both internal and external), and got to learn a lot about how our product was being perceived.
We launched this product in October of 2022, and our analytics improved immensely upon launching. To this day our shopping experience continues to grow as we convert 90% of our sales from intake to submission.
We still have areas we'd like to improve, as is the case with almost any product. For example, we'll be changing the intake form so the button is never disabled, and instead we will rely on error states to help people complete the intake. Our shop site also sees yearly updates with new imagery, updated plan information, and staying up to date with company and user needs.
You can find the live site here: https://modahealth.com/shop/