Pivot Health Redesign

When I was hired at Healthcare.com, one of my first and biggest projects was a redesign of the Pivot Health website paired with a new Pivot Health product launch. 

Previously, Pivot Health had been suffering from both limited customer acquisition and negative customer feedback. After the redesign, both acquisition and customer feedback rating for our products increased significantly. 

About Healthcare.com and Pivot Health

Healthcare.com is an online insurance marketplace akin to, but distinct from, Healthcare.gov. Healthcare.com pairs users with the best and most affordable insurance plans that will meet their needs. Healthcare.com is the parent company of Pivot Health - an insurance company offering short-term health insurance plans. Many people who sign up for short-term health insurance either do not understand the coverage or are not ideal candidates. Pivot Health sought to solve this problem by providing clear information on sign up, and only targeting ideal clients. 

My Role

Product Manager

As the sole product manager at Healthcare.com, working under our VP of Product, I took total ownership of the Pivot Health website redesign as well as our new product launch. In conjunction with our redesign, Pivot Health would be rolling out bundled healthcare plans - healthcare plans that could be paired with our new vision and dental partners thus offering better coverage for an affordable price for those who qualified. 

I began the process by reviewing our data to better understand where customer drop-off was occurring and to get an idea of how our users were interacting with our website. I then researched other short-term healthcare offering's websites as well as reviewed customer feedback and partnered with our sales team to interview customers. With insights in mind, I created a large product document detailing everything needed for the redesign as well as smaller documents related to each webpage and feature. 

I detailed our needs to our design team through annotated images, research documents on competitors, and video walkthroughs detailing needs. Once we settled on final, tested designs, I moved forward with development.

I worked hand-in-hand with our head of engineering to manage a team of 2 designers and 25 engineers to execute the redesign and partnered with our marketing and sales team to manage the launch of our new products.  

My Product Development Process

New Plan Details Page

One page that was completely redesigned was our Plan Details page. This page was accessed once a potential client had pulled up their plan recommendations and clicked on one of the plans. 

The challenge was to get as much information as possible onto the page, and to convey that information in an accessible way that still met legal requirements for how information needed to be conveyed. 

Working with our designers, and testing different layouts live with real customers as we went, we arrived at a page that highlighted the most important aspects of the plan and allowed users to further explore the plan through a menu that summarized information in an easy-to-digest way.

We also increased trust - which increased conversion - by enabling live communication with real agents, highlighting our better-known partners, and detailing our offering in a more accessible way that made the user feel more informed and better able to make a decision. 

Result

Prior to launch we established several KPI's: increased sales, decreased negative feedback, and increased positive feedback. Upon launch, we found that all of these KPI's were met. We saw an increase in sales, a decrease in negative reviews, and an increase in positive reviews. Upon reaching out to customers to check satisfaction we found that our redesign led to an increase in customers who understood and were qualified for our insurance offering and a decrease in customers who were confused or didn't meet the ideal criteria for our offering. After launch, we continued to get feedback and iterate on the design.

Collaborators

For this project, one of the primary designers that I worked with was Meher Goel. She is a passionate, creative, insightful, and hard-working designer who I immensely enjoyed working with. Images for this project were provided by Meher. If you'd like to see more of her work, please check out her portfolio at https://www.mehermakes.com/. 

Contact

Email: cadouglass@gmail.com