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Victoria's secret

With the passing of the Affordable Healthcare Act, and the rise of self-employment, more people are signing up for individual insurance. But the shopping process is still designed for employers and brokers who are industry experts. Anthem asked us to create a shopping experience that broke the mold of health insurance sites, and helped shoppers find a plan that was right for them. 


Responsive wed redesign


Associate Experience Design Director


As a Experience Designer, I think it's important to be involved in the project from initial connecting all the way to launch. Here are the work flows that I was involved in on the Anthem project. 

CONSUMER research

We spoke with recent insurance-shoppers to learn about their pain points and desires. 

UX Design

The design was simple and straightforward,  gathering preferences step by step to personalized results. 

content strategy

Based on research, we created educational content using plain language rather than industry jargon.


Designs were tested by new and returning shoppers, leading to edits in flow and copy. 

UX Design

The design was simple and straightforward,  gathering preferences step by step to personalized results. 

The Strategy

Shopping for insurance can be confusing, so we wanted to make it as simple as possible. The experience starts with brand-agnostic education to get everyone off on the right foot. Once users start shopping, we ask one question at a time, and personalize things as we go so that they only see what they need to.


Many shoppers don’t know the difference between a PPO and HMO, or Deductible and Premium (don't worry, we didn’t either). We wanted to take the time to explain these differences upfront in an interactive and lightweight way so that shoppers could make educated decisions once they started the shopping process.  


Shopping for health insurance can be stressful. To make the process as simple as possible we created a stepped process that focuses the user on a single question. Their answers dynamically adjusted the following questions, so we only ask what we need to. 


When doing consumer research, we found that many shoppers became overwhelmed when presented with a large number of plan options. So we decided to gather preference information up front so that we could show streamlined and personalized results that were easy to scan and shop. 

The Flow

1. Educate

2. preferences

3. results

4. apply

5. complete

Try it out 

We created logic to guide shoppers to plans that work for their needs. Take it for a spin. 

plan results

Plan details

Next Project

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