Shopper Profile Drawer
Overview
Client: UnitedHealthcare; uhc.com/medicare | Status: Live
The Shopper Profile Drawer is a newly launched feature on uhc.com/medicare (July 2025) that allows users to save plans as they browse. It acts like an "add to cart" function, encouraging account creation and enabling more personalized follow-up experiences.
Problem: Users lacked a clear way to save plans for later or compare them across visits. This led to low account creation, limited personalized engagement, and friction for agents supporting users through plan selection.
Goal: Provide a lightweight, persistent way for users to save plans — both as guests and logged-in members — to increase account creation and support a more personalized Medicare shopping journey.
Role and team: I led UX for this feature, working closely with product managers, engineers, data analysts, and the member engagement team to align the design with technical constraints and measurable KPIs.
User flow of “Before”
UI “Before”
Impact:
5% increase in Shopper Profile creations (approx. 800/month)
2.5% increase in authenticated traffic and online enrollment starts (approx. 150/month)
Live on uhc.com/medicare as of July 2025
Design process & iteration highlights:
Defined key user flows based on plan comparison behaviors
Explored placement and behavior of the drawer in guest and logged-in states
Iterated on drawer animations and visibility triggers to reduce friction
Validated icon behavior and tooltip language to clarify the "save plan" action
Design challenges:
Needed to feel invisible when not in use, but discoverable when needed
Accounted for multiple user states and navigation patterns
Balanced technical feasibility with UX quality, especially around transitions and cross-page persistence
Flow highlights:
Heart icon saves plan to profile drawer
Drawer slides in with confirmation and quick access
Works seamlessly for both guests and logged-in users
Persists across browsing session and prompts sign-in or account creation as needed
User flow with drawer
Drawer layout and functionality options
Next steps:
Extend to saved pharmacies and providers
Enable plan comparisons within the drawer
A/B test alternate drawer entry points and call-to-action copy