Overview
Beginning in 2021, I have led the design of a new unified paid media landing page for UnitedHealthcare. Previously, individual product teams managed their own paid media campaigns, resulting in campaign overlap and poor user experience—visitors often landed on pages with irrelevant products and quickly bounced.
Through multiple redesigns and continuous A/B testing over the years, we have found success with the page by optimizing the experience based on analytics and user engagement.
In 2025, the page's success in helping users find plans led to expanded opportunities and new product partnership, prompting a redesign of the page
Project context and challenge
In May 2025, I led the redesign of the existing CCS page. While the current design had performed well over the previous years, the need to accommodate additional lines of business made it clear tha a new solution was required. This page serves as many users' first introduction to UnitedHealthcare, making the redesign particularly critical to the overall user experience.
Research and discovery phase
I initiated a comprehensive research phase to inform the redesign strategy. This began with an extensive competitive analysis, examining successful landing pages across both healthcare and non-healthcare industries to identify emerging patterns and best practices. I analyzed conversion funnels, information architecture, and personalization strategies used by leading companies.
To complement the competitive research, I conducted a thorough audit of the existing CCS page, reviewing analytics data to understand user behavior patterns, drop-off points, and engagement metrics. I also synthesized findings from previous user research studies, paying particular attention to data showing users' reluctance to share personal information.
Design approach
The challenge was striking the right balance between personalization and privacy concerns. I carefully considered what personal details to request, keeping data collection to a minimum while avoiding overly intrusive questions. This approach aimed to build user trust while still enabling a more tailored experience.
I prioritized components that had seen success over years of A/B testing: The ability to input information to help find a plan, as well as the product tiles showing a line of business, description, CTA and appropriate contact information. But rethinking the layout and priority of the elements on the page will get users to the appropriate sales funnel quicker and provide a more personalized experience.
