Qualitative research & concept testing at Humana Inc.
If you have insurance through your employer, does picking a plan feel more like a choice or a gamble?
For most employees it’s a gamble—and this sometimes leads to unfortunate events later when there’s no option of choosing a more appropriate plan like unforeseen copays or having to support a high-costing medication.
We strove to better understand the decision-making process of choosing health insurance to design materials that helped build confidence in their decision.
In-depth interviews were conducted with insurance consumers, brokers, and human resources leaders to understand the entire ecosystem that both drive and make life decisions heath insurance information.
Our contextual research brought us from broker offices to basements to see first hand where health insurance materials are in our user’s lives.
A comprehensive journey was illustrated to bring to life how each role in the ecosystem relies on and impacts each other. In addition, ten user experience principles identified criteria new designs must meet to serve the entire ecosystem.
Insights and findings drove new benefit guide materials that through pilot testing, decreased help call volume by 50% and increased net promotion for the pilot groups to 9.5/10.
Additionally the research drove a complete re-work of the enrollment experience still in development.