Personalized
Medicare Supplement shoppers visit the Quotes page to understand what their coverage will actually cost. But the legacy experience showed the lowest possible price before users entered key details like date of birth, tobacco use, or household discount eligibility.
This created a painful gap between what users expected and what the system showed — eroding trust and creating friction at the very start of the shopping journey.
Variant 01
Variant 02
I partnered with research to run an unmoderated remote usability test, letting us observe natural scrolling behavior, attention patterns, and trust signals in context.
01
Unmoderated Remote Sessions
Participants used their own desktop devices, ensuring authentic interaction patterns with no observer effect influencing their behavior.
02
Two Dynamic Prototypes
eHealth design vs. Medicare.gov-inspired design — each fully interactive with live price updates on form completion.
03
N=20 Participants
Current Medicare Supplement beneficiaries (N=8) and NTMs with Part A & B (N=12). Average age 67–68. Multiple states including TX, FL, CA, MI, IL.
04
H2 Comprehension
Evaluated whether the subheading improved users' understanding of the census section's purpose with and without the headline.
05
Household Discount Clarity
Assessed users' understanding of eligibility across the question wording, dropdown label, and tooltip interaction.
06
CTA Placement & Hierarchy
Evaluated how placement and visual hierarchy affected interaction with "Clear Form" and "Update Prices" buttons.
No critical or major usability issues were detected. The form was described as discoverable, intuitive, and easy to use — 100% of participants understood its purpose immediately.
LOW FREQUENCY OF OCCURRENCE
HIGH FREQUENCY OF OCCURRENCE
FREQUENCY
IMPACT
Trust / DOB
Concern about sharing date of birth before shopping.
FREQUENCY
IMPACT
System response
It wasn't always evident prices changed after clicking Calculate.
FREQUENCY
IMPACT
Distractions
"Clear form" above primary CTA caused accidental resets and buried the main action.
FREQUENCY
IMPACT
Household discount
Copy unclear; tooltip not discoverable; not differentiated from plan card tooltips.
HIGH PRIORITY
MEDIUM PRIORITY
LOW PRIORITY
Each usability issue was mapped directly to a design change, ensuring every decision had a user-research rationale.
KEY FINDINGS
Users didn't notice prices updated after clicking "Calculate pricing." Without clear feedback, they doubted whether their inputs had taken effect.
DESIGN DECISION
Added "Calculating your price" modal with animated indicator
Unambiguous feedback while prices recalculate
Sets expectation that results are personalized, not generic
KEY FINDINGS
Ambiguous wording, unclear labels, and tooltips users never clicked created widespread confusion about whether savings applied to them.
DESIGN DECISION
Backend logic calculates discounts automatically in real time
Removed burden of eligibility decisions from users
Discount percentage now surfaces directly on plan cards
KEY FINDINGS
Filters above the census caused form abandonment. The "Clear Form" button near the primary CTA caused accidental resets and buried the main action.
DESIGN DECISION
Moved filters below the form to eliminate distraction
Anchored census section at the top of the page
Primary CTA moved to bottom, out of users' blind spots
Clear visual hierarchy between primary and secondary actions
KEY FINDINGS
Two participants with low brand familiarity hesitated to provide their exact date of birth before seeing any plans, creating early funnel friction.
DESIGN DECISION