User Research for Medicare Website
Client
Kaiser Permanente
Industry
Health care
Services Provided
User Research
Methodology
Remote, unmoderated study through UserTesting.com, in which participants respond to prompts and answer questions using “thinking aloud” technique
Description
The Kaiser Permanente Medicare website educates consumers about the Medicare program with the goal of getting them to enroll with the organization. The site targets two distinct audiences that are both “aging in” to Medicare (i.e., approaching the eligibility age): people who already have Kaiser Permanente insurance and those who do not.
The Medicare team of business and marketing executives sponsored user research to see how the website could help them increase Medicare enrollments.
Objectives
Validate that the Medicare website serves the needs of existing members aging into Medicare on a site whose other target audience is users who are not Kaiser Permanente members.
My role
I partnered with a UX writer familiar with the Medicare site to develop and conduct a study that would satisfy a host of challenging requirements from business stakeholders.
My Process
1. Understand research goals
A meeting with the team to understand their goals and clarify research objectives.
2. Design the study
Because of the tight budget and timeline as well as the participant criteria requiring a narrow age range, I designed the study to be remote, unmoderated via usertesting.com using “think aloud” methodology.
3. Conduct study
Coming soon…
4. Results
Coming soon…