RESULTS
Clearer decisions created measurable momentum
Clearer decisions created measurable momentum
+53%
Year-over-year growth in YoY growth in personalized quote starts
+296%
+296%
Year-over-year growth in Medicare Supplement online enrollment conversions.
+296%
+296%
Year-over-year growth in Medicare Supplement online enrollment conversions.
COMPLIANCE & CARRIERS
Every plan card and detail page had to be approved by Compliance, Legal, and each carrier eHealth represents - before it could go live.
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Carriers direct
Worked one-on-one with each carrier's team
Built filing-ready mocks per carrier, per plan type, for their approval
Component system
One plan card component, 12 plan type variants (A-N, High-Deductible F & G)
Benefit, deductible, and collapsed states , swap per carrier without redesign
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Carriers direct
Worked one-on-one with each carrier's team
Built filing-ready mocks per carrier, per plan type, for their approval
Component system
One plan card component, 12 plan type variants (A-N, High-Deductible F & G)
Benefit, deductible, and collapsed states , swap per carrier without redesign
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Carriers direct
Worked one-on-one with each carrier's team
Built filing-ready mocks per carrier, per plan type, for their approval
Carriers direct
Worked one-on-one with each carrier's team
Built filing-ready mocks per carrier, per plan type, for their approval
Component system
One plan card component, 12 plan type variants (A-N, High-Deductible F & G)
Benefit, deductible, and collapsed states , swap per carrier without redesign
Component system
One plan card component, 12 plan type variants (A-N, High-Deductible F & G)
Benefit, deductible, and collapsed states , swap per carrier without redesign
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Carriers direct
Worked one-on-one with each carrier's team
Built filing-ready mocks per carrier, per plan type, for their approval
Component system
One plan card component, 12 plan type variants (A-N, High-Deductible F & G)
Benefit, deductible, and collapsed states , swap per carrier without redesign
Compliance + Legal
Reviewed sketches, not final comps - CMS language issues caught early
Disclaimers, "as low as" pricing, and benefit wording locked per screen
Carriers direct
Worked one-on-one with each carrier's team
Built filing-ready mocks per carrier, per plan type, for their approval
Component system
One plan card component, 12 plan type variants (A-N, High-Deductible F & G)
Benefit, deductible, and collapsed states , swap per carrier without redesign
RESULTS
Clearer decisions created measurable momentum
+53%
Year-over-year growth in YoY growth in personalized quote starts
+296%
Year-over-year growth in Medicare Supplement online enrollment conversions.
SOLUTION
From education page to peronalized marketplace.
Four insights that changed the roadmap
A shopping experience built around the next decision.
Clearer plan comparison
Personalized pricing without a gate
SOLUTION
INSIGHTS
Four insights that changed the roadmap
01
Lead with personalized pricing
Accurate pricing needed to feel central—not like an optional extra.
Accurate pricing needed to feel central-not like an optional extra.
02
Separate required information from filters
Filters above the census form distracted shoppers and increased abandonment.
03
Keep important actions visible
Pricing controls and next steps needed to remain easy to find.
04
Explain discounts in context
Household-discount messaging needed clearer language and guidance.
"
I wanted to make sure I could keep my primary care doctor and have more independence if I want to go out and get a second opinion.
Participant · Female, 65, North Carolina
CASE STUDY
EHEALTH INSURANCE
Designing Medicare Supplement shopping around confident decisions.
Designed a more transparent Medicare Supplement shopping flow that helped users compare carriers, understand pricing, and enroll online confidently.
CASE STUDY
EHEALTH INSURANCE
Designing Medicare Supplement shopping around confident decisions.
Transformed a content-heavy page into a personalized comparison experience that helped shoppers see accurate prices, compare plans, and move toward enrollment with confidence.
ROLE
Lead Designer
PLATFORM
Desktop, Tablet,Mobile
Desktop, Tablet, Mobile
TEAM
Product, Engineering, Compliance, Marketing, Legal
PARTNERS
Cigna, Aetna, Mutual of Omaha, Anthem & etc.
EXPLORATION
Sketching early, validating often
Before moving into visual design, I created early sketches of several concepts for review with stakeholders and compliance partners.
01
Plan-first cards
Users select a plan type, then compare carriers and prices.
02
Plan tabs with carrier cards
Users switch between plan types while browsing available carrier options.
03
Comparison matrix
Users switch between plan types while browsing available carrier options.
OVERVIEW
OVERVIEW
OVERVIEW
Medicare shoppers face a high-stakes, confusing decision: choosing between Medicare Supplement and Medicare Advantage, then finding the right plan, carrier, and price.
eHealth had a major advantage: as a licensed online insurance marketplace, it gave shoppers access to plans from multiple national and regional carriers, with Medicare Supplement plan types standardized across 47 states. But the existing experience was not doing enough to turn traffic into enrollments.
Our MVP goal was to rebrand and redesign the Medicare Supplement shopping experience so users could quickly see available plans in their area, compare options by plan type and carrier, and get accurate pricing based on their personal information.
The redesign focused on transparency, trust, and decision clarity - helping users understand what they were eligible for, compare real plan options side by side, and move forward with more confidence.
DESIGN PROCESS
CHALLENGE
Traffic wasn’t the problem. Decision support was.
Medicare shoppers faced a high-stakes choice involving coverage, plan type, carrier, and price. Although eHealth offered plans from multiple carriers across 47 states, the existing experience wasn’t effectively converting traffic into enrollments.
GOAL
Transparency. Trust. Decision clarity.
Users
Reduce uncertainty
Understand eligibility, compare real options, and see accurate personalized prices.
Business Need
Turn visits into progress
Increase personalized quote starts and create a clearer path to online enrollment.
Constraints
Design for compliance
Meet CMS requirements while keeping plan information clear, accurate, and easy to compare.
EXPLORATION
Sketching early, validating often
Before moving into visual design, I created early sketches of several concepts for review with stakeholders and compliance partners.
Sketching early, validating often
Before moving into visual design, I created early sketches of several concepts for review with stakeholders and compliance partners.
01
01
Plan-first cards
Users select a plan type, then compare carriers and prices.
02
Plan tabs with carrier cards
Users switch between plan types while browsing available carrier options.
03
Comparison matrix
Users switch between plan types while browsing available carrier options.
Comparison matrix
Users compare plan types, carriers, and prices side by side
Plan-first cards
Users select a plan type, then compare carriers and prices.
Plan tabs with carrier cards
Users switch between plan types while browsing available carrier options.
Comparison matrix
Users compare plan types, carriers, and prices side by side
RESEARCH
Participants wanted comparison tools, not content hubs.
Research included 30-minute interviews with people new to Medicare and those switching plans, stakeholder input, and insights from eHealth’s 2017–2023 Medicare Shopping & Switching Study.
Participants wanted comparison tools, not content hubs.
Research included 30-minute interviews with people new to Medicare and those switching plans, stakeholder input, and insights from eHealth’s 2017–2023 Medicare Shopping & Switching Study.
01
Transparency
Show eligibility and accurate pricing early.
Trust
Explain why personal information is required.
02
Transparency
Show eligibility and accurate pricing early.
02
02
Trust
Explain why personal information is required.
Decision clarity
Make plans, carriers, and costs easy to compare.
03
Decision clarity
Make plans, carriers, and costs easy to compare.
03
Transparency
Show eligibility and accurate pricing early.
Trust
Explain why personal information is required.
Decision clarity
Make plans, carriers, and costs easy to compare.
Transparency
Show eligibility and accurate pricing early.
01
02
Trust
Explain why personal information is required.
Decision clarity
Make plans, carriers, and costs easy to compare.
03
Anna Mazzanti
Product Designer
Senior Product Designer
2026
WHAT CAME NEXT
A foundation for end-to-end enrollment
A foundation for end-to-end enrollment
The redesigned framework became the foundation for multi-carrier online enrollment across 46 states, creating a clearer path from plan comparison to application.
126 plans available online
Carrier-aware application flow
Reusable responsive patterns