Humana.com Redesign
How might we reimagine Humana.com as a senior-friendly experience?
Site
Humana.com
Timeline
2017-2019
Team
Humana UX + FCB
Summary
I lead the Humana UX team to undergo a complete redesign of humana.com into a user-centered experience for Medicare prospects and members. This initiative was the #1 Blue Chip initiative for Humana in 2017 -2018.
How’d we do it?
The Team
Project Sponsor
UX Lead < That’s me!
Content Lead
Content Strategy Lead
Project Manager
Accessibility Lead
2 UX Researchers
3 Interaction Designers
8 Designer/Writer teams
3 Front End Teams
2 Back End Teams
Sitecore SMEs
Agency UX Team
The Problem
Over several years, Humana.com had become a sprawling 3,800 page site living on several platforms, lacking page ownership, using multiple design systems with content that was time consuming to update. The user experience lacked focus and clear content strategy. It was time for a reset.
Target 1: Seniors aging into Medicare – learning about or shopping for Medicare coverage.
Target 2: Medicare members looking to use their plans.
Secondary: Business managers shopping for group insurance.
Secondary: Providers working with Humana.
Secondary: Agents interested in offering Humana.
The Users
The Process
Discovery Research (stakeholder interviews, user interviews, member interviews, clickstream data analysis)
Content Audit
Architectural Research (Card Sorts, Tree Tests)
Concept Generation
Brand Impression Testing
Concept Usability Testing
Photoshoot
Iconography
Template & Component Creation
Template & Component Performance Testing
Accessibility Audit
Content Refinement and Migration
Usability Testing
Refinement
The Solution
Sitecore CMS on Azure cloud
900 page experience
Design System
- Initial 14 templates and 60+ components designed
- Article Repository templates and components
- Marketing templates and components
- Improvements to templates and componentsGovernance framework
Behavioral Marketing and Personalization framework
The Learnings
3,800 pages is a lot of pages!
The majority of our return users are members who want to sign in quickly
Designing a template system for use by non-technical authors means limiting the flexibility of the template system. This is a detriment to designers.
Creating an initial foundation for behavioral marketing can be daunting. Just dive in and experiment.
{air quotes} “Agile” is not truly Agile. Be sure to have alignment across UX and Dev teams on the working framework. Lay good ground rules and set expectations early (and re-confirm them often).