Redesigning Health Insurance Communications to Increase User Engagement
Client: Author by Humana
Overview
Insurance companies need members to engage in preventative health practices in order to reduce the costs that come with emergencies and late diagnosis. But, members of Medicare Advantage have a hard time navigating their healthcare plan, receiving thousands of letters a year that spawn from health program promotion to bills, insurance members feel confused and overwhelmed.
My team and I mapped the entire communications experience to better understand what the user was experiencing on and average year of communications. We also studied and classified the regulations for every single communication to define the room for innovation.
We then set out define new information hierarchi rules, prioritizing clarity.
Process & Methodologies
Led different research studies to understand the industry and user, applying both generative and evaluative research methodologies:
- 1:1 Ethnographic Interviews – Engaged advertisers to uncover pain points in ad creative production.
- Usability Testing – Iteratively tested AI-image generator to refine usability and ensure seamless workflow integration.
- Survey Design & Analysis – Measured advertiser adoption, effectiveness, and satisfaction post-launch.
- Stakeholder Workshops – Collaborated with product, design, and engineering teams to translate research insights into actionable improvements.
Results
Higher comprehension rates during pilot. Increase in NPS , and most importantly, increase in response to th Annual Health Assessment letter, which increased the amount and duration of assessment phone calls between members and their health team.
Redesigning Health Insurance Communications to Increase User Engagement
Client: Author by Humana
Overview
Insurance companies need members to engage in preventative health practices in order to reduce the costs that come with emergencies and late diagnosis. But, members of Medicare Advantage have a hard time navigating their healthcare plan, receiving thousands of letters a year that spawn from health program promotion to bills, insurance members feel confused and overwhelmed.
My team and I mapped the entire communications experience to better understand what the user was experiencing on and average year of communications. We also studied and classified the regulations for every single communication to define the room for innovation.
We then set out define new information hierarchi rules, prioritizing clarity.
Process & Methodologies
Led different research studies to understand the industry and user, applying both generative and evaluative research methodologies:
- 1:1 Ethnographic Interviews – Engaged advertisers to uncover pain points in ad creative production.
- Usability Testing – Iteratively tested AI-image generator to refine usability and ensure seamless workflow integration.
- Survey Design & Analysis – Measured advertiser adoption, effectiveness, and satisfaction post-launch.
- Stakeholder Workshops – Collaborated with product, design, and engineering teams to translate research insights into actionable improvements.
Results
Higher comprehension rates during pilot. Increase in NPS , and most importantly, increase in response to th Annual Health Assessment letter, which increased the amount and duration of assessment phone calls between members and their health team.
Redesigning Health Insurance Communications to Increase User Engagement
Client: Author by Humana
Overview
Insurance companies need members to engage in preventative health practices in order to reduce the costs that come with emergencies and late diagnosis. But, members of Medicare Advantage have a hard time navigating their healthcare plan, receiving thousands of letters a year that spawn from health program promotion to bills, insurance members feel confused and overwhelmed.
My team and I mapped the entire communications journey to better understand what the user was experiencing on and average year of communications. We also studied and classified the regulations for every single communication to define the room for innovation.
We then set out define new information hierarchy rules, developed accessibility design standards, a more human centered tone of voice, and a style guide to ensure consistency, creating an entirely new engagement channel with Members now leaning into, verses away, from communications they received.
Process & Methodologies
Led different research studies to understand the industry and user, applying both generative and evaluative research methodologies:
- 1:1 Ethnographic Interviews: Visited seniors in their homes to engage in conversation and observe their contexts.
- Consumer Advisory Board: Recruited and organized a board made of several users of medicare to engage with on a regular bases for research and testing purposes.
- Concept Testing: Tested comms prototypes to gather initial reactions and feedback.
- Survey Design & Analysis: designed and launched surveys to understand healthcare vocabulary comprehension.
- Stakeholder Workshops: Created and facilitated workshops with internal stakeholders for ideation, dissemination, and onboarding purposes.
Results
Higher comprehension rates during pilot. Increase in NPS , and most importantly, increase in response to th Annual Health Assessment letter, which increased the amount and duration of assessment phone calls between members and their health team.