Healthcare Simplified

Transforming Healthcare Insurance Processes

UX Research • UX Design • UI & Interaction Design

Client

End Client

Location

New York, USA

The Affordable Care Act promised accessible healthcare—but the digital experience lagged behind.

Users faced complex navigation, overwhelming terminology, and a one-size-fits-all approach that ignored their individual circumstances. We redesigned the enrollment journey from the ground up.

Mission

Simplify healthcare enrollment

Making health insurance accessible and understandable for Americans navigating the Affordable Care Act marketplace.

Problem

Overwhelming complexity drove users away

The existing platform overwhelmed users with complex navigation, dense terminology, and no personalization—causing high drop-off rates during enrollment.

Goal

Reduce friction at every touchpoint

Simplify the insurance selection journey through personalization, education, and streamlined interactions—reducing friction at every step.

Role

Lead UX Designer

Conducting user research, defining solutions, and designing the end-to-end enrollment experience.

Research & Discovery

The Affordable Care Act created new pathways to insurance—but the digital experience wasn't keeping up. Users struggled with complex navigation, overwhelming terminology, and a one-size-fits-all approach that ignored their individual circumstances.

We conducted comprehensive research with first-time and experienced insurance buyers to identify the critical barriers preventing successful enrollment.

Issues found

User impact

Complex Navigation

Multi-layered site architecture forced excessive clicking; users struggled finding coverage details and plan comparisons.

Information Overload

Dense text blocks and unexplained insurance terminology overwhelmed users; essential vs. supplementary information lacked clear distinction.

Poor Form Design

Missing contextual instructions and vague error messages left users frustrated during application completion.

Lack of Personalization

One-size-fits-all approach ignored individual circumstances; no memory of previous inputs or tailored recommendations.

Inadequate Onboarding

New users faced overwhelming first interactions with no structured guidance on starting or next steps.

Complex Terminology

Unfamiliar insurance jargon intimidated inexperienced buyers; no integrated definitions or simplified explanations.

Limited Search

Ineffective search functionality forced manual navigation; users couldn't locate relevant information efficiently.

Missing Visual Aids

Absence of charts, infographics, and interactive tools hindered plan comparison and decision-making.

Ideation

From research insights, we developed six solution pillars—each addressing a core user pain point while building toward a cohesive, human-centered experience.

These early sketches explored how to translate our solution pillars into tangible user flows—focusing on simplicity, personalization, and trust at every touchpoint.

Solution

Impact

Personalized Experience

Used user names and data to tailor recommendations; personalized insurance suggestions and user-friendly package comparison.

Simplified Interactions

Single-option tasks reducing cognitive load; simple initial tasks built momentum while preventing choice paralysis.

Trust-Building Mechanisms

Reassuring language and transparent information presentation (price vs. coverage comparisons).

Speed Optimization

Streamlined steps expediting purchase; integrated "education tray" providing contextual help without navigation away.

Educational Integration

Step-by-step educational content in video and text formats throughout the selection journey.

Dynamic Education Tray

Context-aware support adjusting content based on user selections; real-time variable adjustment and comparative feedback.

1/6

SKETCH

Home - Entry Point

Initial homepage wireframe exploring simplified entry and personalized welcome messaging.

The Educational Hub

The Affordable Care Act transformed how Americans accessed health insurance—shifting responsibility from employers to individuals. For many, this was their first time navigating insurance independently. The Educational Hub became the backbone of the experience: a context-aware support system that understood where users were in the journey and what they needed to know. Whether comparing bronze vs. gold plans or understanding deductibles, help was always one click away.

Contextual Learning

From explaining why certain data is required, to breaking down Bronze vs. Gold plans and their real-world outcomes—guiding users from discovery to securing coverage.

Live Support

Direct access to live agents at any point in the journey—because sometimes complex decisions require human guidance and reassurance.

Community Resources

Community sections and peer insights helping users understand real-world implications of their coverage choices.

Final Design

The final UI brought together research insights and wireframe explorations into a polished, accessible experience—built for clarity, trust, and speed.