Personalizing Medicare | Tony Vergara

Personalizing Medicare

We created customized views of coming of ager journeys to Medicare based on their scenarios. Our improvements resulted in improved access to Medicare applications, improved customer satisfaction, and more personalized guidance.

PROJECT DURATION

Initial phase was 9 months; work is still ongoing.

MY ROLE

Design Lead, responsible for delivery and stakeholder coordination

TASKS & DELIVERABLES

Discovery, Design Leadership, Customization,

What was the ask?

Help Clarify the Sign Up Process for Medicare

This is where to talk about people being overwhelmed by the decisions and the speed they need to happen in. Rushed decisions are poor ones. there are penalties involved and sometimes you can never get to the right plan after. Lots of sources of information on Medicare that sometimes conflict, so serve as the trusted resource for Medicare information. Gaps in the journey map/user flow due to multiple agencies involved.

Designing a Phased Approach to Personalization

Our Design Process

We were initially tasked with improving the web experience for a coming of ager who is getting started with their Medicare benefits using Medicare.gov. We started our work with a collaborative, cross-functional kickoff meeting that brought together multiple stakeholders to collect the disparate business requirements across the impacted teams. As we began this initiative, we noticed a need to take a phased approach to delivery, especially given this work covering much of the customer journey we needed to account for all of the relevant interventions. Through a current state user flow, the team was able to identify multiple pain points along the journey that could be optimized. Ensure our interventions are all throughout the customer journey instead of focusing ourselves on a single point.

Two sections labelled Process and Solutions. In the Process section, there are a set of notes sorted by phase of the project and the solutions outline the user goals.

Awareness

Get Started 2.0 Landing Pages

Redesigned the Get Started landing pages to highlight a different journey depending on when you decide to sign up, since the processes are different. Landing page includes links to paths for those who get enrolled automatically and those who don’t, with a catch all for those who might have unique circumstance.

Screenshots of two landing pages designed as part of this solution. Number the picture and put the annotations here:

Decision

Ready to Sign Up

Landing page for those eligible to sign up for Medicare based on various scenariovthat dictate the beneficiary’s enrollment period.

A testimonial from a Medicare beneficiary that reads, "The website gave me a starting point to apply for Medicare that I did not have before."

Post-Enrollment

Medicare Parts A & B Confirmation Page

Confirm successful application for Medicare. Explain next steps in process for those who don’t have employer-sponsored healthcare. Guide people toward plan selection. Required collaboration with SSA and designing within their DS using HTML prototyping

Customization

Allowing Users to Opt-In to Targeted Experiences

privacy of seniors, reluctance of tech = zero-party personalizaton. find a pilot: - usability testing? - A/B testing or feature flag?

What were the outcomes?

Here's What We Accomplished

Project Lessons tell the story of how this delivered impact

stats of gains quotes from Reagan

See More Work

Lorem ipsum dolor sit amet. They're not convinced. Send them toward additional work that'll convince them.

See More Work

Let's Get Started

Send us a message to let us know how we can help. We look forward to hearing from you!