Taking a product leadership role, I initiated and justified to the CEO a redesign of eHealth's eCommerce site and content site. Key to the design was to improve customer success in finding and purchasing insurance plans, as well as inspire greater customer confidence by modernizing the overall look and feel of the original site while staying with the current brand and color pallet.
We had a mandate from leadership to create a serious and credible look and feel.
Within that mandate we re-architected the site, restructured the visual design, addressed issues of accessibility, and added plenty of new features.
Click on the images to the left to get a closer look at our new style guide.
Many customer comments about these tools were nearing elation. Being able to find a Medicare plan on their own was huge for our customers.
Outcome
Under my direction, the design improvements we made were largely responsible for increasing our online (vs. phone) applications by 50% in 2019. In 2020 through this redesign, we increased the number of online applications by 50% again.