Molecular Helps HumanaOne "Humanize" the Online Insurance Purchasing Process

Challenge

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HumanaOne wanted to redesign their web site to make the intimidating process of health insurance selection more approachable and friendly on the Web. Goals of the redesign effort included increasing conversion rates, building confidence in the insurance decision-making process, redefining the online brand, and differentiating the HumanaOne experience.  The new visual design also needed to retain a connection to the larger Humana brand.

Approach

Molecular embarked on an iterative and collaborative design process with HumanaOne to identify needs and preferences for insurance information and the types of features and functionality offered online.  The team developed a new information architecture for the site and an improved visual design that expresses HumanaOne’s brand personality through visual style, photography and copy tone. New features and a streamlined interface, including one-click access to insurance plans available in each state, create a more customized experience for customers based on where they live. Simple messaging, clear calls to action, and content that reflects the voice of the customer effectively guide site visitors to the benefits and proof points required to make a decision and help establish trust during the insurance purchasing process. The redesigned site also introduces a new, streamlined process for obtaining instant, real-time health insurance quotes. Following an easy, three-step process, site visitors can complete the entire quote-to-apply process in a matter of minutes.

Benefits

• Powerful navigation features and a streamlined interface generate more qualified leads and higher conversion rates.
• The new site delivers a rich, personalized experience that builds confidence in the insurance decision-making and purchasing process.
• Personalized content empowers users and reduces call center contact, leading to internal efficiencies and increased customer retention.