AI-Assisted Medicare Advantage Enrollment

Overview

Client: UnitedHealthcare | Status: Live

• Problem: Medicare shopping is confusing. Only 2% enroll online. Most users call instead, enduring 42-minute calls while agents juggle up to 25 tools per enrollment.

• Goal: Simplify Medicare shopping for seniors and support agents with fast, personalized plan insights and streamlined tools. Guide Medicare shoppers with real-time, AI-driven answers to reduce call volume and boost digital enrollments.

• Role and team: I lead UX design for this ongoing initiative, partnering with product, engineering, and compliance teams to deliver a conversational assistant that’s accessible, accurate, and Medicare-compliant for older adults and their caregivers.

Design Process & Iteration Highlights

• Early Exploration: We began with a floating icon entry point, but testing showed it was too easy to miss. We moved to an inline module on plan pages, which boosted engagement.

• User Journey Mapping: We mapped common user pathways from search → plan comparison → enrollment to identify key decision moments where the chatbot could help.

• Testing Takeaway: Seniors responded better to simplified prompts (“What plan is cheaper?” vs “Compare plan premiums”) — this informed our conversational tone.

Image 1: Initial chatbot prompt. Image 2: Plan-specific question. Image 3: AI response. Image 4: AI-generated answer with source docs.

Phased rollout:

• Phase 1 – Q4 2024: Launched MVP on Plan Details pages. Conversational AI provides real-time answers to plan-specific questions.

• Phase 2 – Q1 2025: Expanded to Plan Compare and Summary pages. Usability testing shaped entry points and interactions.

• Phase 3 – Q2 2025+: Scaling across the Medicare shopping journey to provide personalized, real-time guidance.

Results:

Higher digital adoption, reduced call handling time, and faster, smoother enrollments.

Integration with other UHC Medicare tools