UPMC for Life offers high quality Medicare plans throughout Pittsburgh and the region, the only problem was very few people were shopping through the site. UPMC for Life needed users to shop for plans through their site and, in the process, give their contact information.

Through usability testing, a few small design changes, and a relatively simple sales technique, the shopping process is now working better than ever.

The Challenge

UPMC for Life needed users to use their site to compare and shop for Medicare plans, and voluntarily give their names, mailing addresses, email addresses, and other contact information for remarketing. They had created a marketing campaign that drove users directly to the shopping section of their site, but weren’t seeing the results they’d hoped for.

From their analytics, UPMC for Life saw that users would begin their shopping journey and then abandon the process almost halfway through. They also found that users who made it further through the process still weren’t providing their contact information.

understanding the problem

I conducted remote user observation to see exactly what problems users were having with the shopping process.

Testing showed users where overwhelmed by the number of contact information fields, confused by how many steps in the shopping process there were, frustrated by the health insurance jargon, and most importantly wary of entering all their contact information upfront without any reason as to why.

solving the problem