Health Compare
Building an end-to-end acquisition funnel and agent platform from the ground up.
Role
Lead Product Designer. Created the brand identity, design system, and the end-to-end consumer and B2B interface architecture from scratch.
Scope
Brand creation and strategy, A/B ad testing, D2C funnel, B2B agent hub, UX research, user interviews
Context
Collaborated with National General (later Health Compare) to take their insurance offering online, building a digital customer acquisition and sales support system from an absolute blank slate.
1. Brand and URL strategy
Testing identities and capturing organic traffic
We created and ran multiple brand concepts through Facebook and display ads to see which ones actually resonated with the target demographic.
By analysing the performance data from those live ads, we finalised the visual identity and acquired the domain medicarebenefits.com. We knew this exact URL would let us target and capture massive volumes of organic, high-intent educational SEO traffic.
Testing workflow
Hypothesis
Evaluate visual brand concepts to test resonance with target audience.
Brand designing
Create two distinct visual identities and brand concepts.
Segmentation
Split audience for live, parallel ad tests.
Ad deployment
Launch live Facebook and display ads. Gather performance data.
Metric analysis
Evaluate engagement & conversion metrics to select winning concept.
Implementation
Finalise visual identity. Secure domain: "medicarebenefits.com"
2. The D2C site
Designing for impartiality and education
Because US healthcare is incredibly complex, consumers rarely buy policies entirely online without talking to someone. The platform had to look completely impartial to establish immediate trust.
We designed the site as an authoritative educational resource hub full of clear guides, articles, and downloads. Embedded right inside this neutral ecosystem was a simple, step-by-step questionnaire. It guided users through one question at a time to deliver tailored health plan options, turning passive readers into high-quality leads.
3. The B2B pivot
Discovering the agent workflow
Through close observation of our internal operations, I discovered that our call-centre agents were actively using the new D2C site to guide their live telephone sales.
However, because the D2C site was packed with educational marketing content and consumer information, it was slowing them down. The agents just wanted direct access to the plan finder, but instead they were forced to constantly context-switch between our marketing-heavy tool, government portals, and internal spreadsheets during a live call.
Recognising that the core UI was already a proven winner, I proposed a major strategic pivot: stripping away the marketing wrapper and expanding the core tool into a dedicated, API-driven Agent Hub. We turned the consumer funnel into a single-window dashboard that ingested real-time data, allowing agents to close complex policy sales seamlessly without ever leaving the application.
Before
Agent had to context switch between several screens whilst on a call - CRM, plan finder, script, notes, medicare.gov and sometimes more depending on the call.
After
Using APIs, we were able to combine all relevant information into one application, meaning the agent was able to focus on one screen and pay more attention to the caller.
4. User research & validation
Building a continuous agent feedback loop
To build the dashboard features accurately, we initially formed a working group with managers, team leaders, and high-performing agents, meeting regularly on Zoom to map out requirements. Once the initial updates were live, we embedded simple surveys and feedback pop-ups directly within the tool to capture real-time insights from the agents actively using it.
Instead of rolling out updates to the entire team of agents at once, we released features to a select group first. This phased approach allowed us to measure actual uptake and feature efficacy, ensuring the workflow was fully optimised before a company-wide launch.
141%
Growth in consumer profile creation
58%
Drop in regulatory compliance mistakes
60%
Lift in first-year agent sales performance
5. The impact
Quantifying the results
Consolidating our tools into a single dashboard completely removed the friction of managing multiple systems. The operational data from the rollout proved the value of the pivot: