UnitedHealthcare Medicare Shopping / Online Enrollment
Primary challenges to solve for:
Declining completion rates
Enrollment starts were increasing, but fewer users were finishing the application, signaling friction within the experience.
01
Complex, high-effort process
The enrollment flow felt long and overwhelming, especially for users unfamiliar with Medicare or applying on mobile devices.
02
Low confidence and clarity
Users lacked visibility into progress, weren’t sure what information was needed, and had limited guidance when they got stuck.
03
About
As UX Director for UnitedHealthcare's Medicare Shopping and Online Enrollment experience, I led the end-to-end user experience strategy for one of the company's most important digital acquisition channels. Working across product, business, engineering, analytics, and research teams, I helped modernize the enrollment journey for Medicare shoppers while establishing scalable design patterns and UX processes that supported future growth.
Challenge
Create a mobile-first shopping experience while introducing new interaction patterns that aligned with the existing online Medicare shopping journey and the app's evolving design system.
Approach
Led UX strategy, information architecture, and experience design across multiple workflows. Collaborated with product, engineering, and mobile teams to simplify complex healthcare decisions through accessible, intuitive mobile interactions.
Impact
Delivered a streamlined mobile shopping experience that made comparing plans, reviewing benefits, and evaluating providers easier for millions of Medicare shoppers while establishing new design patterns for future mobile capabilities.