Shop Your Plan
User Research
UX / UI Design
Front-end Development
June 2023
Product Launch
Designed for Relay
Introduction
Seniority Benefit Group is a Columbus-based company that assists seniors in enrolling for Medicare coverage.
While working with the Relay team, I helped our client spearhead the effort to build, adopt, and commercialize Shop Your Plan as a central part of their services.
The Challenge
Medicare agents spent hundreds of hours on the phone with seniors to collect necessary information to identify relevant quotes for each client.
The manual entry process on the Medicare advisor's side slowed sales velocity and required expensive synchronous effort between them and their customers, limiting volume.
The Solution
Seniority Benefit Group sought to reduce customer acquisition costs by increasing sales efficiency.
I helped design a digital onboarding product that automates and offloads much of the qualification process for Medicare enrollment.
The product generates documentation for review, enabling Medicare advisors to create a recommendation with five minutes of client effort.
User Research
My team was unable to interact directly with clients, however we spoke with multiple Medicare agents instead who were able to translate senior needs based on their hundreds of interactions.
In our conversations, we determined the needs of both sides in the process:
Seniors
Need handholding through the process
Scared of being scammed
Prefer in-person communication
Prefer working with specific agents
Agents
Dislike back-and-forth communication
Minimize time spent with clients
Deliver value (quotes) quickly
Need a single source of client information
With these points in mind, we asked ourselves...
How might we gather accurate health information from seniors and maintain the one-on-one experience?
Competitive Analysis and Planning
We took inspiration from other products that required a large amount of data entry such as TurboTax and created an experience for users that would take them step-by-step through the enrollment process.
This increased sales velocity by allowing asynchronous effort for Medicare Advisors and providing them with a backlog of clients to meet with.
Streamlining Medicare Enrollment
After settling on a direction, I created wireframes for desktop and mobile devices that accomplished three goals:
Reduce Data Entry Stress
Present customers with one question at a time to not overload them with information.
I designed a step-by-step questionnaire with prompts that were both straightforward and conversational. Based on the agent a senior was working with, a photo of that agent is displayed alongside useful information and reminders to retain the experience of communicating directly.
Retain a Personal Touch
By offloading data gathering meetings to seniors, only one call with an advisor was needed to review Medicare quotes and recommendations — the true source of value.
To retain the one-on-one experience, I designed a scheduling flow at the end of the questionnaire so seniors can speak directly to advisors.
Compile Data for Advisors
Compile individual customer data for advisors to review asynchronously, increasing sales volume.
Finally, I designed a summary of the questionnaire answers that both seniors and agents can use for reference to agree on a Medicare plan.
After these wireframes were approved by our client, I worked alongside developers on my team to code the front-end experience to design specifications on the entire site.
Impact
15,000+
Users
400%
Growth in leads
5,000+
Seniors onboarded
7,500
Hours saved
Shop Your Plan was initially rolled out to Seniority Benefit Group's network of corporate clients, and generated as many leads in the first three weeks as had been generated the entire prior year — and a generalized 4x growth in leads from these clients.
In addition, the Shop Your Plan product streamlined qualification, reduced synchronous interactions, and generated pre-qualified data for enhanced decision-making, creating productivity gains in Medicare advisors. Shop Your Plan made an impression across the market at launch, generating demand for a purchasable product usable to other Medicare enrollment firms.
This led to the creation of RetireFlo, a B2B product based on the framework of Shop Your Plan.