Personalized Shopping
Overview
Client: UnitedHealthcare | Status: Ideation
An in-progress feature designed to simplify Medicare plan selection by capturing user preferences upfront, enabling smarter recommendations and supporting telesales agents during AEP.
Problem: n some ZIP codes, users face up to 43 plan options with no clear way to filter based on needs or budget, leading to confusion and drop-off.
Goal: Capture user preferences early to reduce cognitive load, personalize recommendations, and streamline both digital and agent-assisted experiences.
Role and team: I’m leading UX in partnership with product, engineering, and telesales teams to align the digital experience with new agent workflows.
Wireframe concepts – desktop
Design process and iteration highlights:
Mapped the end-to-end shopper journey
Researched and wrote preference questions
Prototyped a mobile-first flow for both seniors and agent texting workflows
Validated with internal and external users
Impact:
Piloted with 10,000 accounts
3,000 users engaged during AEP
Enabled telesales agents to gather preferences pre-call via text
Wireframe concepts – mobile
Current status
Flow highlights:
4–5 step mobile interface
Covers coverage type, plan needs, budget, and Medicaid status
Works for both guests and logged-in users
Integrated into agent dashboard
Design challenges:
Supported varying digital literacy
Balanced clarity with brevity
Built fallback logic for incomplete flows
Next steps:
Expand preference types (e.g., meds, pharmacies)
Tie preferences to plan sort logic
Test alternate entry points (chatbot, email)