Aetna Health plan onboarding page
Project summary
This research and content-led project spanned two program increments (PIs) from 2020 to 2021. The goal was to provide a digital experience that helped new and returning members better understand the full capabilities of what their health insurance plans offered.
Problems to solve
New and returning members had no digital resources to help them understand their new plan (what’s covered, how to find a provider, educational tips and more).
The company wanted to reduce traditional mailings and brochures, which could save up to $500,000 annually per business unit.
At the time, there wasn’t a support site that helped members find answers to common questions. This onboarding page was introduced to help reduce customer calls and build trust in our member website.
My Content Design role
I facilitated ongoing meetings with our digitalization team, their business stakeholders, product managers, engineers, and UX/UI designers.
I held content framing sessions (Miro board shown here) that helped me gain alignment, build trust, and extract common themes that defined the user experience.
The UX Manager chose my proposed design layout of the page.
Because of the positive reception of my content framing sessions, content led the experience and wasn’t the afterthought it often is.
Content-led usability testing
I partnered with UX Research to develop test plans that focused on content usability, comprehension, and value.
I observed all moderated usability testing sessions to understand how people reacted to the content presented to them.
People read most of the content on the page. There was only one person who only read headlines.
I iterated content based on people’s feedback.
Challenges and opportunties
New CMS had a high learning curve
Built a content model to inform cross-functional teams how page is structured (content types, links, etc.)
Limited availability of UX Research team
Stakeholder input and feedback not aligned with Aetna Health’s Voice & Tone Guidelines
Too many stakeholders brought in very late