Health insurance can be confusing. To better understand the common reasons why users were visiting the site, we conducted multiple rounds of user testing. We took data from surveys, intercepts, and analytics to identify a list of top tasks that occurred most frequently. By understanding the most common reasons why users visit the site, we prioritized what scenarios we should use for usability testing. We compared first click testing on the current website to proposed wireframes to understand where users were assuming certain content lived.
We made it easier to support users while they are browsing the website by building a log-in section for Navigators, who serve as a support network for the Exchange, and by integrating the site with Zendesk, an FAQ portal solution that provides quick answers for customers. A glossary also helps users understand industry-specific terms, and a custom 404 page that contains the most commonly visited links helps customers quickly get back to the information they need.