eHealth Medicare


The eHealth Medicare website was aging and in need of a tune up. We took the opportunity to conduct usability studies on our existing site, in efforts to find how we could improve the user experience.

Our studies showed:

  • Trust issues are a significant concern for our demographic, especially considering the type of personal data we handle
  • Users find the process of shopping for Medicare insurance overwhelming
  • Users return to the site many times during the course of their shopping experience
  • Information hierarchy is a problem, users don't know what to do next

Quote Page

When users enter the Medicare site, they are quickly funneled to the quote page. The quote page offers tools to sort and filter plans, which users love, if and when they discover them.

As often happens as sites age, demands from various stakeholders end up competing for user's attention. The result was a busy page that overwhelmed users. Quite a challenging interface!

Quote Page Info Hierarchy issues eHealth Medicare Quote Page

User Account

The Medicare team began a redesign of the site, including a UI overhaul of the quote page.

Realizing that users are returning to our site regularly during their process, I wanted to enable them to create a personal account. This would allow users to:

  • Save favorite plans, resources, and site search results
  • Save personal data they’d invested the time to input, like medications or preferred doctors
  • Enable telephone reps to quickly access user's information when they call
  • Establish the account page as a familiar "home base," helping users feel more comfortable in navigation of the site
User Account Entry Point Wireframe slide

Information Architecture

I recommended that a new user account page become the hub of the site. The numerous wizards and tools eHealth uses to collect personal data will be accessible from this page. Users are returned to their account page as they complete each wizard.

The user account page:

  • Houses all wizards and data collection tools, making them easily discoverable in a centralized location
  • Allows users to access educational resources as overlays or popups in order to not detour them from the main flow
  • Provides users with a personalized home base with easy access to the quote page. The quote page shows recommended plans in more detail

New IA diagram slide

Progress Bar

As users finish each wizard, a progress bar fills. Step by step, wizards accumulate personal data, plan recommendations become more accurate, and the updated results are displayed. Users are encouraged to complete all wizards by the progress bar. They can immediately see the benefits of inputting their personal data by how the plan recommendations improve.

  • Users complete short wizards which gather personal health data and create the user's personal profile.
  • Users are encouraged to complete their profile on the account page by the progress bar. A user should never be left wondering "what next?"
  • Explain why and demonstrate how: as data is collected, plan results dynamically update showing fewer, more relevant plans. See how data make tool work good!
User Account Wireframe 1 slide

Trust Issues

There may be reluctance among some users to create an account over concerns of how their personal data may be handled. The solution?

  • Never require the user to have an account; all users can access the quote tool.
  • Explain how and why we use personal data. Whenever possible, visually demonstrate how tools and results improve as data is acquired.
  • Emphasize eHealth's security and safety credentials. Strive for ultimate transparency.
User Account Wireframe 2 slide

The Project Continues...

Despite having made great progress on the redesign, eHealth decided to postpone making drastic changes to the site, opting instead to take a more incremental approach. eHealth intends to revisit the project when more resources become available.