Health Insurance, Simplified

A cleaner approach to finding and comparing insurance quotes

GoHealth Insurance provides affordable health insurance to families and individuals via a quote comparison tool. I led the site redesign with a team of designers, developers, business & data analysts, and copywriters. We improved navigation and I brought a fresh design aesthetic to the previously outdated site.

01

Guiding the User

The site’s objective was to guide the user to the quote comparison tool, ultimately resulting in a successful conversion. I emphasized this on the homepage with a brief explanation paired with quick access to a ZIP code field to push users into the purchase funnel.

We split the site into three main categories. The products page brought users directly into the quoting tools and the other pages provided valuable resources and explained who we were. I strategically placed quoting widgets throughout informational pages to drive users back to the main commerce flow and simplified navigation with a left rail nav on inner pages.

02

Getting Quotes

Once the user landed on the quote comparison tool, there were a lot of different elements that he may be looking for. One of our goals was to pare down the amount of extraneous information so that it would be easy to compare key information at a glance. We also put an emphasis on the CTA buttons to drive the user further into the flow.

03

Development

Manual redlining was important to ensure that the pages I designed were correctly carried out by the developers who built them. I had to collaborate with the developers on a few instances that required different solutions, but ultimately the handoff process went smoothly.

04

Microsites

Separately, I worked on mobile apps and microsites for various insurance partners that required their own distinct branding. One was Individual Health Quotes, which streamlined the insurance signup flow into digestible bits of information exposed via progressive disclosure.