Goals
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Because of the complexity of Medicare, brokers regularly hold marketing seminars for Medicare enrollees. It is essential to create an efficient way of signing up our customers to attend these meetings.
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Goal was to create a user-friendly, responsive web application tied to SalesForce designed to help seniors find a convenient Medicare seminar.
Research: Competitive Analysis
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We started by running a competitive analysis of our competitors which included Humana, Cigna, and Blue Cross/Blue Shield.
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We found that our competitors offered online educational resources, but only sporadically offered broker meetings. In addition, rather than an online tool for scheduling, they preferred customers call to set up a time.
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As a result, we believed that this was a gap in the market for a convenient online tool for our customers to sign up for a seminar.
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"Medicare can be complicated and confusing. I need one-on-one advice!"
Aetna Medicare customer
Aetna Medicare Personas
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Prior to any design sessions, we consulted the current Aetna Medicare customer personas.
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The product team decided to focus primarily on two of our personas, the Willful Endurer and the Balanced Seeker.
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These would inform our brainstorming sessions later.
Brainstorming Sessions
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We held several brainstorming sessions where we focused on the user goals and the business goals of the new application.
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We included a diverse group of attendees, including product managers, Medicare SMEs, UX designers, and developers.
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We divided the development into priority features that we had to have as well as future enhancements.
"Brain storming sessions can be great if you invite the right people. Be sure to invite a diverse group of skills"
Aetna UX Designer
Lo-fidelity Wireframes
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During one of our brainstorming sessions, we asked participants to sketch out how they thought the new application would look and flow. Some participants opted to sketch on paper, while others used Figma or MIRO.
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These ideas were then taken by UX designers to create the lo-fi wireframes.
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A mobile-first approach was adopted.
Mid-fidelity Wireframes
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Once we settled on the basic screen flow we moved on to more detailed Wire frames that included more accurate text.
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These want through several iterations before we created the final designs in Figma.
User Flow
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While we were creating the wire frames, we also created user flow diagrams.
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This work was then shared with the team and changes were made.
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At this point, we also engaged the Accessibility team to review our work and make any suggestions.
High-fidelity Mockups
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Following discussions, we created high-fidelity mockups
Prototype and Testing
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We then created a prototype in Figma. Following this, we tested our prototype with five subjects using the User Testing application in an unmoderated study.
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Over-all the response was positive, but there were indications that we needed to make a few adjustments
Final Design
Following testing, we made the following changes to our design:
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Less text on a page
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More white space
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Placed the search form on the home screen
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Cleaner design
