Speaking to Everybody, One Person at a Time
Before you know what to say, you have to know who you are talking to. Ah, but there’s the rub: how do you define your target audience when your target audience is everybody? Health insurance is tricky like that. It is the only product that the US Federal Government has mandated its citizens purchase, so everybody is (or should be) shopping for it.
How do you eat an elephant? One bite at a time. Or in our case, we defined our conglomerate target audience one person at a time. Rather than operating on the assumption that every page could work for every person, we guided our friends at SelectHealth to define who these pages were for, and honed the experience accordingly.
Knowing who you are designing for makes all the difference in the world. Our designs incorporated expert tools for expert users, helpful tool-tips and on-boarding for new users, and clear, friendly instructions to create the easiest experience possible.
One example of customizing pages for our audience has been through the implementation of location-aware pages. Insurance options vary based on the zip-code, so we designed for pages to be location aware in order to prevent irrelevant options from being presented to the users.