Users called it confusing, inaccessible, and outdated. All three were true.
Project
United Healthcare Product Page Modernization
Client
United Healthcare
My Role
UX/UI Designer
Timeline
Results
8 months
40% reduction in implementation time
100+ interfaces brought to full WCAG accessibility compliance
30+ product pages redesigned
The Short Term plan listing page, one of 30+ product pages needing a full redesign against outdated hierarchy and unclear terminology.
The Challenge
United Healthcare's product pages were showing their age. Users consistently pointed to the same three problems: the site fell short of accessibility standards, insurance terminology went unexplained, and the path from browsing to purchasing a plan was harder than it needed to be. The underlying design system hadn't kept pace with any of it, colors and typography existed, but not the reusable, accessible components a modernization effort actually needed. My job was to help close that gap, from the foundational component library up through the pages members actually shopped on.
An earlier version (left) versus the revised layout (right): iterating on how to make a two-plan purchase legible at a glance, not just accurate. (Click to zoom in)
The Decision
One of the hardest problems to solve visually was showing someone they were buying two separate short-term plans back-to-back, different price, different effective date, different terms, without it reading as confusing or like a mistake. Early versions stacked both plans as nearly identical cards, which tested poorly, users couldn't tell at a glance which plan was active now versus starting later. We iterated toward a version that visually separated the first plan from the second, with clearer date labeling and an explicit 'this plan will go into effect on [date]' call-out, so the distinction was obvious without requiring the user to read every field.
Iterating on filter breadcrumbs: early versions either overwhelmed the page or hid selected filters entirely.
What the Research Found
We ran research specifically into how users searched for and filtered plans, and it surfaced two problems at once: people got lost in insurance jargon nobody had translated into plain language, and the filtering experience itself wasn't behaving the way they expected. Early filter states either overwhelmed the page with a wall of individual filter pills, or hid applied filters so completely that users forgot what they'd already selected. We iterated through several versions before landing on a pattern that stayed visible without taking over the page.
Testing six visual treatments for the AI chat assistant's entry point before landing on a final direction.
Creating a AI-Forward Shopping Experience
Beyond fixing what existed, we introduced features the platform never had. I owned the design and functional mapping of a new AI chat assistant, meant to proactively step in when a user hit a difficult decision point rather than waiting to be asked. We tested several visual treatments for how the assistant should introduce itself before landing on a final direction. Separately, we also redesigned the Medicare shopping experience, laying out phone, chat, and callback options side by side so users weren't limited to one path if they needed support.
The finished mobile cart experience, carrying the same clarity improvements across every screen size (Click to zoom in)
Designers, engineers, and the product owner, across component design, rapid prototyping, new product page mapping, and user journey mapping to align go-to-market needs with new component updates.
Impact
Brought 100+ interfaces up to full WCAG accessibility compliance
Cut implementation time by 40% through a shared, reusable component library
Redesigned 30+ core product pages with clearer hierarchy and plain-language content
Shipped a new AI chat assistant and a simplified Medicare shopping flow