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65+ education and shopping experience

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Project Overview

Aetna Medicare is one of the biggest revenue generating sources for Aetna. Because of this the goal is always to increase revenue during AEP (Annual enrollment period) but the rest of the year as well for those who are newly 65. Buying Medicare is incredibly confusing. How do we better educate those who need it? How do we make sure we don't lose leads? How do we differentiate ourselves in a crowded marketplace?


The work I did for Aetna Medicare is the result of much testing and refining. We have created a global Sketch library which helps to keep the experience consistent. My contributions includes an assessment tool, AEM component creation (contact that follows you down the page), A/B testing and a RSVP tool (so that potential clients can listen to a talk on how Medicare works from a Broker). The tools are working. Sales are up 200% and customer satisfaction is too.


Lead UX designer / UX manager


Global component design and creation was extensive. First we had to identify and get buy in on the need from stakeholders. Then we had to create the components and detail the design and functional specifications. Seen below are a new hero component that supports a CTA input field and secondary CTAs in order to drive the user immediately in to the shopping experience, in addition the right rail supports a CTA that follows you down the page - always giving the user (especially the 65+ user, a way to call).

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The assessment tool was designed as a way of guiding the user / customer to a plan that may be best for them. It was a delicate balance of guidance without assurance as there are many regulatory issues around Medicare. The experience had to be easy to use and guide the user. Passing compliance and working directly with accessibility was a key component to creating this tool. Starting with wires and usability testing and finally refinement were key. Interestingly the 65+ users saw things the rest of us didn't and adjustments were made.

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