In 2021, I 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.
In phase one, I brought product leaders together to create a streamlined user journey. We implemented a simple age-based routing system (65+ or under 65) to direct users to relevant products more effectively. The project became known internally as the customer-centric search (CCS) page.
The page's success in helping users find plans led to expanded opportunities and new product partnerships. Through multiple redesigns and A/B testing, we optimized the experience based on analytics and user feedback. I led a user research study to align CTA language on our primary buttons with user journey expectations, as well as led seasonal design updates to the page for Annual Enrollment Period (AEP) and Open Enrollment Period (OEP).
The CCS page average overs 150,000 visits a week and is the third most visited page on uhc.com, making significant contributions to the sales of UHC products and. continues to evolve with A/B testing and ideating based off page analytics.
In June 2023, we launched a version with a single toll-free number (TFN) to simplify the experience for users. We ran into technical difficulties during the A/B test with our analytics tool, but wanted to better understand if the users preferred the single TFN layout.
I designed a testing strategy, mockups, and built out a test using Usertesting.com to better understand how users interact with the phone numbers on the CCS page and if there is a preference between the single TFN or product-specific phone numbers.
Based on the findings from the Usertesting study, we reverted back to product-specific phone numbers and our original layout.
In the past two months, we have A/B tested layouts that incorporate other lines of business such as Small Business or Travel insurance.
At the end of March 2025, due to significant interest from other LOBs wanting to be added to the CCS page, we are beginning a complete page redesign.
