Medicare shoppers faced high cognitive load during the annual enrollment period (AEP), leading to uncertainty around benefits, plan differences, and year‑over‑year changes—creating friction in online enrollment.
Embedded, in‑flow decision support that delivered real‑time answers at the moment of choice, while balancing compliance and operational safeguards.
1,148 high‑intent users engaged during peak enrollment
2,858 questions answered, revealing real-time behavioral friction
62% of users actively asked questions, signaling strong intent and unmet clarity needs
44 completed online enrollments tied to tool usage
100% answer review rate, validating trust and relevance
Benefits drove 43% of all questions, identifying the primary UX breakdown
Questions were highly specific, indicating users were close to decision, not browsing
Support activated too late, revealing opportunity to shift guidance earlier
Validated in-context assistance as a conversion lever
Reprioritized content hierarchy around benefits and General Medicare clarity
Informed roadmap for earlier education (MedEd), YOY change visibility, and personalization
Reframed user questions as product signals, not support noise
Turned live user behavior into measurable UX impact and strategic product direction during the highest‑risk decision moment.
In Q3, the plan companion tool integrated with UHC’s drug cost estimator tool, allowing customers to see drug costs.
In Q3, the plan companion tool integrated with UHC’s provider search tool, allowing customers to find in-network healthcare providers.