Clover Health's first website update.
About Clover Health
Clover Health is a unique health insurance startup focused on driving down costs and producing improved health outcomes. Analytics and custom software are used to direct Clover Health's clinical staff to proactively fill in gaps in care of members.
Clover Health was getting ready to enroll new members in its health plan for 2016. This was an opportunity to design a website from the ground up to provide all the tools and information for prospective members to decide whether they wanted to enroll in a health plan with Clover Health. Starting from scratch, we had to consider different users such as prospective users, insurance brokers, and providers. While the focus was mostly on prospective members, we also had to consider the use cases for repeated usage of the site with crucial tools such as events, plan comparison, drug search, provider search, and more.
Goal
Design the Clover Health site to aid prospective members in choosing a health plan as well as provide resources for members, brokers, and providers.
Role
Product Designer
Team
The team constantly changed based on specific features.
Typically the teams were made up of 1 Product Manager, 2-4 Engineers, and 1 Designer.
Some features involved working with Pharmacists, a Medical Director, and Compliance.
Platforms Designed for
Web
Why is this important?
Prior to this project, the existing website was a recruiting site. There were many different touch points that led prospective members (and their caretakers) to the Clover Health site. Some of these touch points were insurance brokers, providers, billboard ads, commercials, mailers, bus shelters, bus decals, and other physical print materials the marketing and brand designers created. Another consideration we had to take into account was resources for members, brokers, and providers. This was also a time sensitive project as the Annual Election Period was happening very soon.
Annual Election Period?
The Annual Election Period is a period of time every year from October 15 - December 7 where Medicare eligibles have the opportunity to enroll or change their current medicare plans.
Who are the users of this website?
Primary users using this site are prospective members (People who are 65 or older and younger people with disabilities. They are also known as Medicare eligibles.). Prospective members preferred traditional touch points such as calling in, mail, and dealing with people face to face.
Secondary users are people who would assist prospective members such as caretakers, insurance brokers, and providers. These users would also need resources to refer back to on the site as well. Secondary users tend to be well versed in modern touch points like websites, emails, and smartphones.
What was the process?
The project started before I joined Clover Health, as most of the user research was already done. We collaborated with a creative agency to rebrand Clover Health and they initially started some of the designs for the site. I was tasked with coordinating with an external team (creative agency and development agency) and internal team (with the product manager and engineers at Clover Health) to take the existing designs already created, create new design from scratch, and ensure the designs were implemented correctly.
Since time was limited until the Annual Election Period, my process for the design was quick sketching to explore ideas and then jump straight into the designs to refine and iterate. To deliver the designs, we uploaded the final designs to Invision and Zeplin to ensure the engineers had everything they needed to implement the designs. When wrapping up the project, we did a round of visual QA and pairing up with engineers to tighten everything up to ship. Click here to see the prototype that includes most of the pages here.
How do prospective members get to the Clover Health Website in the first place?
There were many different touch points that led to the home page. Some of these were brokers, providers, billboard ads, commercials, mailers, bus shelters, bus decals, and other physical print materials the marketing and brand designers created.
How do prospective members check plan information?
Home
Once a member (or their caretaker) had an opportunity to see the Clover Health website the primary focus of the homepage was to immediately see if any health plans were in their area.
Why Clover?
Prospective members wanted to know why they should choose Clover over another health plan.
Events
Many prospective members wanted to know what kind of events Clover had for their members. Events included health fairs, orientation, a gym walkthrough, and additional information about their benefits.
Plans
Prospective members wanted to know which health plan offered by Clover was right for them.
How do prospective members check if Clover covers their medication?
Prospective members were typically on multiple medications, so it was really important for them to be able to see which medications were covered under the different plans Clover has.
How do prospective members check if their doctors are in-network or out-of-network?
Another important need of prospective members was to know if their Primary Care Provider and Specialists is covered by Clover. A heavy focus of this feature was to make sure provider data was accurate and being very clear about which providers were in and out of network for Clover.
How do prospective members get in touch with Clover?
It was important to keep in mind the many ways that prospective members would want to contact Clover from calling in, filling out a form online, or writing mail.
How do providers get the resources they need from Clover?
Provider Information
Another important aspect of the business was to provide information on why Providers would want to partner and work with Clover.
Provider Tools
For Providers that were already partnering and working with Clover, it was important for them to have a dashboard to access all the resources they needed from Clover.
Provider Contact
For Providers we knew they preferred either faxing or calling but we wanted to encourage them to move to digital with the focus of the form before the other touchpoints for them to contact Clover.
What was the impact and results?
Membership growth
Since Clover was absorbing another health plan which already had 7000 members, membership doubled to around 15,000 members.
Increased branding and awareness
In health fairs and ads, Clover's branding stood out amongst other competitors.
Opening the door to more opportunity
With an increasing number of members, it gave us an opportunity to figure out how to scale out our clinical operations.
Lesson learned
With this project completed, we realized that moving forward we needed a more structured process to ensure that we are compliant with government regulations, keeping the company aligned as we grow, providing the necessary resources to internal staff to support the growth, and to take into account the needs and wants of our users to be able to respond in a quicker manner.
What's next?
As we wrapped up the project, we only needed to maintain the site as the Annual Election Period was wrapping up. The next step for the team was to tackle scaling up our operations and services on the infrastructure level such as customer support and clinical operations.
