Uxpres blue conference_rev4


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Uxpres blue conference_rev4

  1. 1. UX Design Review FEB 2011 | SCOTTSDALE, AZ DIGITAL BLUE CONFERENCEMonday, February 14, 2011
  3. 3. The User Experience GoalMonday, February 14, 2011
  4. 4. About User Experience Psychology Design Psychology DesignMonday, February 14, 2011
  5. 5. Background APPROACH • Conducted 6 Stakeholder Interviews • Reviewed 6 Blue Sites from usability perspective • With the target audience: • Conducted two focus groups (n=12) to understand what they know, want and need • Conducted 1:1 Interviews (n=10) to assess usability of Blue sites • “Persuaded” 18 college students to conduct surveys, focus groups and usability testing to validate findingsMonday, February 14, 2011
  6. 6. Background SCOPE • Focused on 6 Blue sites for the research • Approached it with one scenario: a person 18-34 (33) that is looking for individual health insurance. • Very high level review of UX across the Blue Sites • Not individual reviews of each site • Not a direct comparison of who is the winner • Focused on what we can learn, not who does it best • Findings and recommendations are meant to be high-level; would need research using each site’s demographic for concrete recommendationsMonday, February 14, 2011
  7. 7. Background CURRENT STATE PER STAKEHOLDERS Average Grade across all sites: Health Insurance Idols: Mobile and Social Media Strategy: C None TBDMonday, February 14, 2011
  8. 8. Background CURRENT STATE What We Know: What We Learned: ★ Need easy ★ Want to feel informed ★ Are very impatient ★ Are very judgmental 18-22 23-27 28-34 ★ Don’t want to be talked down to ★ Don’t want to be stereotyped • Don’t think they need health insurance. ★ Willing (and likely) to go with what is • Don’t know enough about health insurance to buy it recommended, even if it is not the cheapest ★ Need to trust • May not go to the website if they do want to buy it ★ Need to be convinced • Decision factors: cost ★ Demand good user experiencesMonday, February 14, 2011
  9. 9. Findings MAKE IT EASY RIGHT FROM THE START 1 Most sites have a prominent link to obtaining a quote on the homepage “Seems like it would be easy. Just click.” “Shows that they want my business.”Monday, February 14, 2011
  10. 10. Findings PROVIDE MULTIPLE PATHS TO THE END GOAL 2 Users need clear direction on where to go when they need help choosing a health plan vs. wanting to quickly get a quote and buyMonday, February 14, 2011
  11. 11. Findings CONTENT IS VALUED 3 Guidance and support is helpful... “They have a lot of information here. Good in case I need it.” “There’s stuff here in case I don’t know what words mean...that’s helpful” “Health Plan 101--I guess that’s for the dummies like me...”Monday, February 14, 2011
  12. 12. Findings CONTENT IS VALUED WHEN PRESENTED RIGHT ...if they understand it. Unclear what users would be losing if between the options (High vs. Medium--coverages do I lose?) Scale markers are objective: whats high to one person may not be high to another.Monday, February 14, 2011
  13. 13. Findings GATED, GUIDED, PATHS WORK 4 Plan Selectors very well received “If I knew what I wanted, this would be great. If I didn’t know what I wanted, this is even better.” Some navigational improvements can only help refine this beautiful design (ex: an “i don’t know” option and a more obvious back/start over)Monday, February 14, 2011
  14. 14. Findings LOOKS MATTER 5 They didn’t relate to the look and feel on some sites United Healthcare scored the worst. Sites with stock photos were next. “Designed for old people...generic” “Designed for families...it shows even health insurance companies don’t think health insurance is for me.”Monday, February 14, 2011
  15. 15. Findings LOOKS MATTER And loved others... “So friendly!” “Looks like facebook” They liked sites with white space, “The lower case is nice--I’m not sure if I like it, but I did notice that at least they are trying to be younger.”Monday, February 14, 2011
  16. 16. Findings USERS DONʼT SPEAK “INSURANCE” 6 Although there should be a quick way to get to a list of all products (for returning users, brokers, etc.), users will need context/reminders of the value of each product to help them pick one. Charts work well...Monday, February 14, 2011
  17. 17. Findings WRITE AND DESIGN FOR THE WEB 7 They appreciate easy to scan charts that didn’t force them to read, and yet still conveyed the message. Icons made scanning easy (and reduced cognitive and visual load). Merged cells within a table with common elements is brilliant.Monday, February 14, 2011
  18. 18. Findings FIRST QUOTE PAGE SETS EXPECTATIONS 8 Keep It Simple.Monday, February 14, 2011
  19. 19. Findings THINK ABOUT STEPS TO GETTING A QUOTE 11 25 18 18 21 10Monday, February 14, 2011
  20. 20. Findings INCONSISTENT PAGE DESIGNS ARE BARRIERS 9 We noticed inconsistencies in page design (not just these sites, but across all 6 sites). This will cause users to pause, lose trust, and/ or abandon the quote process.Monday, February 14, 2011
  21. 21. Findings OVERALL, SITES ARE USABLE… 10 People found the sites usable. They understood they could get a quote, but they didn’t feel they were ready to purchase yet... Website is easy to use Website convinces me to buy health insurance with them Website would allow me to get a quote After visiting this site, I feel comfortable purchasing health insurance (Blue) After visiting this site, I feel comfortable purchasing health insurance (Vimo) 0 1.75 3.5 5.25 7 n=22, Scale of 1-7 where 7 is strongly agree Note: results may be different if using members within the target geographic area exposed to radio ads, TV ads, etc. Chart is presenting ratings across Blue sites, not individualMonday, February 14, 2011
  22. 22. Inspiration USABLE BUT NOT PERSUASIVE… Does the site persuade me to go with Blue?Monday, February 14, 2011
  23. 23. Inspiration BE ENGAGING, CONVERSATIONAL Health 101 is talking “at” the audience. Consider approachable interaction. http://www.healthcarelane.com/ http://healthreform.kff.org/the-animation.aspxMonday, February 14, 2011
  24. 24. Inspiration SPEAK MY LANGUAGE This audience considers themselves healthy, and Your Rewards would benefit from positive reinforcement Exercise 10 around staying healthy. Regular Checkups 10 Yoga Retreat 20 Eating Healthy 50 Reward point total: 70 / 90 Mona, youʼre only 20 points away from a $20 gift card to Sports Authority!Monday, February 14, 2011
  25. 25. Inspiration MOBILE IS NOT JUST YOUR WEBSITE ON A PHONE The mobile experience should compliment the web experience What do users need when they are on the go? Allow all users to download and use, but provide members with the most value Additional Features: Upcoming Doctor’s Appointments (and reminders) SMS a nurse a medical question (ex: new moms, I need immunization for travel to a certain country, etc.) Integration with weight loss or exercise apps to track calories and present week/month/year view to doctor during annual check-up Push messaging for discounts and deals based on location Directory for nearby medical services (closest place to get a flu shot, emergency room, chiropractor)Monday, February 14, 2011
  26. 26. Inspiration JUST HAVING A FACEBOOK PAGE IS NOT ENOUGH The Facebook page needs to give users a reason to join. Example of compelling facebook content: contests, coupons, deals, reviews, discussions, original games and content, insider events, a community, things to “like,” things that inspire comments/interaction, new, interesting and a good frequency of status updates, etc.Monday, February 14, 2011
  27. 27. Inspiration EMPOWER AND ENCOURAGE Parents were listed as the go-to resource when buying health insurance. Most students and recent grads stated they would go with the company their parents requested, unless something they encountered proposed that their needs were different. Interestingly, parents had low confidence they could find the right plan for their kids because today health care is different. Empower parents to understand how technology impacts their kids’ ability to manage their health. Empower the younger audience to know more about “today’s insurance.” Encourage communication.Monday, February 14, 2011
  28. 28. Inspiration BLUE = PRESTIGE Not only about explaining the rational reasons of having health insurance, But creating a desire to have “Blue” They are looking for cognitive shortcuts to trust that Blue is right for them.Monday, February 14, 2011
  29. 29. Thank You.Monday, February 14, 2011
  30. 30. Thank You. Mona Patel Principal UX Strategist Motivate Design LLC +1 201.433.3302 | Office +1 201.923.9392 | Mobile mona@motivatedesign.comMonday, February 14, 2011