Clover Health AEP & Website Experience
I came into Clover Health with Rogue Advising to work on 3 pieces of their website. First, we were tasked with revamping their website and marketing efforts for the Medicare Annual Election Period (open enrollment), a 3 month window which is the primary driver of medicare advantage enrollment for Clover Health. This coincided with a rebrand and reworking of the main Clover Health marketing site. Finally, we worked on creating a robust resources section to educate about Medicare and to encourage engagement and page views.
As the design consultant, I managed all aspects of scoping the design requirements, finding and digging through the appropriate research, dictating the content for the site, making appropriate adjustments to the site map and navigation, and overseeing the creation of wireframes and mocks.
Along with my colleagues, I managed a product manager and a designer at Clover Health. I also created several wireframes and mocks for them as examples and in areas they had less expertise (like design for a shopping experience).
Marketing Site + Rebrand
The first order of business was revamping the website and marketing efforts for the Medicare Annual Election Period (open enrollment), a 3 month window which is the primary driver of medicare advantage enrollment for Clover Health. Because the window was coming up quickly and everything needed to be approved by a government agency (since we were dealing with Medicare), we had to work quickly and efficiently, cutting anything that could be saved until after the review deadline.
Through discussions with the Clover team and looking at research and analytics, we determined that the AEP window brings in a lot of traffic from people looking to switch plans, which is very different from the normal year-long traffic of soon-to-be-eligible seniors looking for more information about Clover and Medicare in general.
Our initial concept was to create a micro-site for AEP meanwhile updated the main site to be more soon-to-be-eligible friendly. This was eventually scaled down to single, long marketing page housed on the Clover main site. Because of time constraints, this was further changed to be the Clover main page during AEP (a less ideal solution), and then reverted to a more informational and brand-building site after AEP.
(Right: visual mock for AEP page, based on my direction and wireframe, created by Eugenia Ho at Clover Health. Below: my wireframe for the AEP page)
I also directed the restructuring and redesign of the primary website. We wanted this site to be more user-friendly to those coming in with little information about Clover and little understanding of how Medicare and Medicare Advantage work.
(Below: flow diagram created by Clover designer, art directed by me)
Once the primary site was delivered and the chaotic AEP enrollment period was over, we came back to work on the Resources section of the website. This section would house educational articles and guides aimed at seniors who qualified for the type of Medicare that Clover Health provides. This area would serve to build trust as well as bolster SEO.
I worked with an SEO consultant as well as a healthcare marketing expert to produce wireframes that would later be finalized by the in-house Clover team.
At time of publishing work is still in progress.