Guiding Medicare shoppers through every step of their journey
By understanding the distinct needs of each Medicare shopper segment, I designed an experience that simplifies complex decisions—providing clear guidance from initial exploration to confident plan selection.
Ask
Modernize Blue Cross Blue Shield North Carolina’s Medicare digital shopping experience.
Outcome
A streamlined experience that helps shoppers new to Medicare feel confident in their choices while supporting existing members in managing and optimizing their coverage.
The Situation
Medicare is complex, with multiple parts and overlapping terminology. Part A covers hospital care, Part B covers medical services, Part C—also called Medicare Advantage—combines A and B with extra benefits, Part D provides prescription drug coverage, and Part G (Medigap) helps with out-of-pocket costs. This complexity often leaves consumers unsure which plan best fits their needs, creating a clear opportunity to simplify the experience and guide confident decision-making.
The Ask
Redesign the existing Medicare digital shopping experience using the enterprise’s new design system and updated interaction patterns
Discovery
User Research
Our UX Research team conducted a mixed-method study with current Medicare members and stakeholders to identify pain points and overall impressions of the existing experience.
Experience Audit
I mapped the current Medicare shopping flow to uncover usability issues and complexity in navigation. Additionally, I analyzed competitor experiences to identify gaps and opportunities for differentiation.
Mapping the current experience to highlight gaps and opportunities
Findings
Shoppers are often overwhelmed and confused by Medicare plans
Shoppers new to Medicare want more education than what’s provided
Branded terms and jargon add to the confusion
Skeptical shoppers need more guidance before purchasing
Testing revealed multiple usability issues
Auditing exposed unnecessary complexity in user flows
The Solution
Design Objectives
- Guide and educate members new to Medicare by simplifying jargon and highlighting how plan types meet their needs.
- Enable easy comparison of plan options for members looking to switch coverage.
- Provide a streamlined pathway for members who want to maintain their current coverage type.
- Resolve usability issues identified in the existing experience to improve navigation and decision-making.
- Leverage the enterprise design system and its established interaction patterns for consistency and scalability.
A guided experience factors user needs and returns results accordingly.
Personalized results and recommendations
Outcome
The redesigned experience delivers clarity and confidence for Medicare shoppers by reducing complexity, improving navigation, and aligning with enterprise design standards.
©2026 Aaron J Cook. All rights reserved.
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