Medicare Sales Seminar Tool
A case study
Goals
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Because of the complexity of Medicare, brokers regularly hold marketing seminars for Medicare enrollees. It is essential to create an efficient way of signing up our customers to attend these meetings.
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Goal was to create a user-friendly, responsive web application tied to SalesForce designed to help seniors find a convenient Medicare seminar.
Research: Competitive Analysis
Here are the categories that we investigated:
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Navigation & Site Structure
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Is the site easy to navigate with clear menus and links?
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Are important pages (e.g., sign-up, contact, FAQs) easy to find?
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Is the site structure intuitive for first-time or older users?
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Sign-Up Process
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How many steps are in the sign-up flow?
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Is the form easy to complete (clear labels, large inputs, simple fields)?
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Are there helpful error messages or guidance if something goes wrong?
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Content Clarity & Readability
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Is the language simple and easy to understand (aimed at 6th–8th grade reading level)?
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Are there definitions or explanations for complex Medicare terms?
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Is the content broken into short paragraphs or bullet points?
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Visual Design & Branding
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Is the visual design modern, clean, and appropriate for a senior audience?
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Are colors, fonts, and layout consistent and aligned with trust and professionalism?
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Does it feel cluttered or calming?
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Mobile Experience
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Is the website responsive and easy to use on phones and tablets?
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Does the sign-up process work well on mobile?
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Trust & Credibility
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Are there clear privacy policies and security notices near the form?
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Does the site include recognizable brand elements, accreditations, or testimonials?
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Are contact options clearly visible and trustworthy?
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Support & Help Options
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Is it easy to reach a real person (e.g., phone number, live chat)?
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Are there help links or tooltips during sign-up?
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Is there support for multiple languages?
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Calls to Action & Motivation
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Are the CTAs clear, compelling, and placed logically?
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Are users encouraged to act now (e.g., “Reserve your spot”)?
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Are the benefits of attending a seminar made obvious?
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"Medicare can be complicated and confusing. I need one-on-one advice!"
Aetna Medicare customer
Aetna Medicare Personas
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Prior to any design sessions, we consulted the current Aetna Medicare customer personas.
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The product team decided to focus primarily on two of our personas, the Willful Endurer and the Balanced Seeker.
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These would inform our brainstorming sessions later.
Brainstorming Sessions
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We held several brainstorming sessions where we focused on the user goals and the business goals of the new application. We used MIRO as our collaboration platform.
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We included a diverse group of attendees, including product managers, Medicare SMEs, UX designers, and developers.
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We divided the development into priority features that we had to have as well as future enhancements.
Christopher did a great job organizing and running the session. He invited a diverse group and made sure all of their voices were heard.
Aetna Ui Designer
Mid-fidelity Wireframes
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Once we settled on the basic screen flow we moved on to more detailed Wire frames that included more accurate text.
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These want through several iterations before we created the final designs in Figma.
User Flow
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While we were creating the wire frames, we also created user flow diagrams.
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This work was then shared with the team and changes were made.
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At this point, we also engaged the Accessibility team to review our work and make any suggestions.
Round 1 Designs
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Following discussions, we created high-fidelity mockups.
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As always, we started with a mobile-first approach. Over 25% of Medicare users use their mobile devices for exploring the internet and transacting business.
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Colors, type, and images were based upon existing Medicare Marketing branding.
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We used Aetna's signature purple, pink for call to action, and white and grey.
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We used a serif font for our h1, which added warmth and a personal, human touch—appropriate for a senior audience. The body text and buttons use a clean sans-serif font, ensuring readability and clarity.
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The image, taken in our photo studio, brought some warmth and personalization.
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Our goal was to make seniors comfortable and confident about choosing a Medicare seminar.
Prototype and Testing
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After we settled on the design, We then created a prototype in Figma. Following this, we tested our prototype with five subjects using the User Testing application in an unmoderated study.
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Over-all the response was positive, but there were indications that we needed to make a few adjustments.
Final Design
Following testing, we made the following changes to our design:
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Less text on a page
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More white space
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Less blocky layout
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Cleaner design.
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More information about Medicare Seminars to give seniors confidence to move forward and sign up.
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We found that members would often sign up for a seminar that was meant for prospective members. To remove this confusion we added a screen that asked them who they were and then funneled them to the proper location.
Conclusion
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After we settled on the design, We then created a prototype in Figma. Following this, we tested our prototype with five subjects using the User Testing application in an unmoderated study.
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Over-all the response was positive, but there were indications that we needed to make a few adjustments.