2. Agenda
1 About UserZoom and Key Lime Interactive (2 min)
2 Study Background (3 min)
3 Methodology and Technology (3 min)
4 Executive Summary (3 min)
5 Findings and Opportunities (20 min)
6 Learn more about UserZoom Self-Serve Edition (15 min)
7 Questions and Comments (15 min)
www.userzoom.com
3. About UserZoom
What is UserZoom? International online user experience research firm.
What do we do? Help brands better understand their online users,
drive website ROI & improve business revenues.
How do we do it? Through a unique, web-based, on-demand software
application (UZ Self-Serve Edition) that empowers
businesses to conduct highly sophisticated online
research.
We offer both a license and research services (using
partners like KLI)
Bottom line… Why Our tool will allow you to capture & measure
should you critical and actionable data about your users’
work with us? online experience needed to properly manage
your business.
www.userzoom.com
4. About Key Lime Interactive
Experienced market research and usability
professionals
Expert Over 10 years of consulting experience testing
Reviews Internet 500 websites and providing actionable
results
Most consultants have Masters in Human-Computer
Interaction, Psychology, Industry Engineering or
Remote Focus
Groups related field
Usability
Testing Cross-Industry Expertise
Ability to scorecard against competition
Ability to suggest cross-industry recommendations
Lab to improve ease of use
Testing Independent Third Party
Impartial with no-hidden agenda
Ability to work with business team and developers
to “get everyone onboard”
Technology-agnostic
Can work with any solution or recommend the best
Customer Experience solution to meet your specific needs
Management
www.userzoom.com
5. Study Background
• Compare and contrast leading Medicare sites regarding the ease of use of locating and
getting rates for Medicare Supplemental Insurance / MediGap online
Goals • Explore top frustrations and get insights from real users currently looking for Medicare
Supplemental Insurance / MediGap for themselves or a relative
• AETNA Kaiser Permanente
Sites • Blue Cross Blue Shield (Anthem) United Healthcare
• Must live in California, Colorado, Georgia, Maryland or Ohio
• Must be retiring in next 12 months or help a relative close to retirement age with health
and financial decisions
Panel
• Must use the Internet to research health and financial decisions
• 50% 61+ years old; 50% < 61 years old
• Dates: August 26 - September 10, 2009
• 50 panelists per site
Other
• Panel source: Survey Sampling International (SSI)
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
6. Technology: UserZoom
• UZ Self-Serve watches hundreds of users as they complete directed or natural tasks.
Users can be located anywhere in the world.
• The software compiles the data and creates top-line reports.
• Usability experts then use these to create actionable recommendations
www.userzoom.com
7. Tasks
1 Learn & Explore: Please take a few minutes getting a basic
understanding of Medicare Supplemental Insurance and the plans
available with <PROVIDER>. Do NOT get a quote for Medicare
Supplemental Insurance and do not spend a lot of time exploring
the site in detail. When you feel you have an understanding of
Medicare Supplemental Insurance and the plans available with
<PROVIDER>, click ‘Success’.
2 Get Rate: Using the site, obtain the rate for any of the Medicare
Supplemental Insurance plans [A-L] available from <PROVIDER>
that is of interest to you. When you have found a Medicare
Supplemental Insurance plan, write down the rate as you will be
asked for it afterwards.
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
8. Study Design Introduction:
Based on what you know, how negative or positive is your image of
PROVIDER?
Which of the following brand attributes, if any, do you associate with
PROVIDER?
Screener
Post-task:
N=200
Self-Reported Success
Introduction
Ease of Use
Satisfaction with amount of time to complete task
Kaiser
What did you learn that you previously did not know?
Aetna BCBS Permanente
United
What did you like?
n-=50
n-=50
n-=50
n-=50
What did you dislike?
Task 1 Task1: Task 1 Task 1
Problems or frustrations while completing task(s)
Task 2 Task 2 Task 2 Task 2
Wrap-up:
Overall satisfaction
Likelihood to purchase
Likelihood to recommend : (Net Promoter Score )
Wrap-up
Post-task brand image
Post-study brand attributes
Security and Privacy Likes/Dislikes with site
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
10. Executive Summary
• Overall, study showed that leading sites for Health Care have significant
opportunities to enhance the online user experience for researching and
getting online rates for Medicare Supplemental Insurance
• With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best
overall experience for both the research and get quote tasks ; other sites
had overall satisfaction below 50%
• All sites had low Net Promoter Scores (likelihood to recommend friend/
colleague)
• All sites showed a lift in brand perception pre/post with Aetna showing
the highest increase
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
11. Executive Summary: Opportunities
Most panelists indicated that they were successful in completing the “Learn
and Explore” task. However, over 40% of all panelists experienced at
least one frustration during the “Learn and Explore” task. The top
frustrations included:
No information about why I should choose provider
Terminology on site is confusing
Process took too long / too many steps
Frustrations for the “Get Rate” task was higher than 55% for all sites. The top
frustrations with the “Get Rate" task were:
Difficult to locate whereon site to get a rate/quote
Not enough guidance in selecting coverage options
Process took too long / too many steps
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
12. Brand Perception: Pre/Post
All sites had a positive lift in brand perception.
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
42% +22%
Aetna
64%
56%
BCBS +14%
70%
Pre-Brand Perception
Post-Brand Perception
54%
KP +2%
56%
34% +20%
United
54%
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
13. Brand Pillar Metrics:
Pre vs. Post Differences
United showed a 26% increase on the ‘helpful’ attribute and maintained
“professional” while other sites had a decrease on these two attributes.
All sites showed a sharp increase in the “rude” attribute.
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
14. Overall Satisfaction
Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when
researching and getting rates for Medicare Supplemental Insurance.
0% 10% 20% 30% 40% 50% 60%
Aetna 48%
BCBS 52%
KP 32%
United 30%
Differences of 17% or greater are significant at 90% CI
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
15. Net Promoter Score (NPS)
When asked if they would recommend PROVIDER to a colleague or friend, all sites
had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest.
0 1 2 3 4 5 6 7 8 9 10
NPS
12% 8% 4% 2% 10% 12% 14% 8% 18% 8% 4%
Aetna -50%
8% 4% 6% 10% 2% 8% 14% 10% 4% 10% 24%
BCBS -18%
18% 6% 8% 4% 4% 6% 6% 16% 8% 8% 16%
KP -28%
10% 4% 6% 6% 4% 22% 16% 8% 10% 8% 6%
United -54%
Detractors Promoters
% of Promoters Detractors
NPS =
(9s and 10s) -
(0 through 6)
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
16. Task 1:
Learn & Explore
The success rate for the “learn and explore” task, although the frustration
rate was above 40% for all sites showing room for improvement.
Aetna BCBS
Kaiser Permanente United
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
17. Usability Metrics:
Learn & Explore
Blue Cross Blue Shield had the highest mean usability scores for task 1.
1 2 3 4 5 6 7
5.1
Ease to Locate: Medicare Supplemental 5.5
Insurance 5.2
5.1
5
5.5
Ease to Locate: Plans Available with Provider 5.3
5.2
Aetna
BCBS
5.2
Satisfaction Time: Medicare Supplemental
5.3
5.6 KP
Insurance
5.1
United
5.1
5.6
Satisfaction Time: Plans Available with Provider 5.4
5.1
4.1
4.7
Interest to Pursue Further 4.7
4.6
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
18. Blue Cross Blue Shield Liked Best:
Learn & Explore
Ease of navigation:
“I liked the ease of finding information directly relating to
the Blue Shield’s Medicare Supplement insurance.”
“it was all user friendly....I think even people who don't use
web sites a lot would be able to navigate”
Comparison charts:
“clearly divided options for each plan”
“the graphic showing the differences
between the supplemental plans”
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
19. Kaiser Permanente Liked Best:
Learn & Explore
Detailed content
“how detailed the information for the
different program plan were”
“very informative and very detailed”
“Loads of information”
“the site seemed to have lots of
information that I would want to return
to”
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
20. Top Frustrations:
Learn & Explore
About half of the panelists on all sites had some sort of frustration with learning
about Medicare Supplemental Insurance online.
0% 10% 20% 30% 40% 50% 60% 70%
I had no problems or frustrations
Not enough information about why I should choose
provider
Terminology on site is confusing
Process took too long / too many steps
Opportunities
Information is too detailed
Aetna
Difficult to find what I was looking for
Difficult to understand information on site BCBS
Information is incomplete / missing details
KP
Site is disorganized
Could not find if it was available in my area/zip code United
Site was slow / encountered errors
Other, please specify:
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
22. Task 2:
Get Rate
Aetna and Blue Cross Blue Shield had the highest success rate when panelists were
asked for the rate they found.
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
23. Usability Metrics:
Get Rate
Blue Cross Blue Shield had the highest mean usability scores for task 2 as well.
1 2 3 4 5 6 7
4.5
4.8
Ease of use
3.4
4.6
Aetna
4.6 BCBS
4.9 KP
Satisfaction: Time
3.4
4.7 United
3.7
4.6
Likelihood to purchase
4.1
4
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
24. Blue Cross Blue Shield Liked Best:
Get Rate
Online step-by-step process
“Step-by-step process was fast and
had a detailed summary of each
plan.”
“I like the online ability to get a
quote, and not have to talk to an agent
or be pushed into purchasing”
Comparison with large print
“good comparisons between plans”
“I like how the plans could be
compared side by side.”
“Gave information for different quotes
with the large print making it easy to
read it”
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
24
25. United HealthCare Liked Best:
Get Rate
Step-by-step approach to getting a rate
“The lady who spoke of the difference between the offer service was nice hearing
her explain”
Many disliked/wished:
“Offered a range of plans and easy to answer questions to narrow down my “Wish choice were in a
choices”
side-by-side comparison
chart.”
www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
26. Top Frustrations:
Get Rate
Kaiser Permanente’s panelists were most frustrated with site navigation and lack
of guidance. 0% 10% 20% 30% 40% 50% 60% 70%
No problems or frustrations
Difficult to locate where on the site to
get a rate/quote
Not enough guidance in selecting
coverage options Aetna
BCBS
Process took too long / too many steps KP
United
Inadequate instructions/help
Opportunities
Difficult to go back and make changes
Other, please specify:
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
27. LEARN ABOUT USERZOOM
15 minute demo of the technology used to conduct this study
www.userzoom.com
28. More about UZ Self-Serve Edition
100% hosted / on-demand solution
It includes access to 2 apps:
1. UZ Manager (for project design management)
2. UZ Analytics (for data analysis)
www.userzoom.com
29. Easily create and manage your studies with UZ Manager
www.userzoom.com
30. Easily create and manage your studies with UZ Manager
www.userzoom.com
35. Would you like a demo?
Contact us and we’ll offer you a chance to see and try out our technology
Do you have any questions?
We’re sure you have many questions. Don’t hesitate to contact us and
we’ll be glad to answer them.
Contact information
Alfonso de la Nuez Virginie Glaenzer Ania Rodriguez
Founder & Int’l Business Dev US Sales Director, USA Founder , Key Lime Interactive
alfonso@userzoom.com vglaenzer@userzoom.com ania@keylimeinteractive.com
USA Office
UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445
Members of
Key Lime Interactive: 1221 Brickell Avenue Suite 900, - Miami, FL +1 (305) 804-2930
www.userzoom.com