Cost Estimate Walkthrough
Challenge: Many users do not know that UnitedHealthcare has a cost estimate tool, which helps them find the cost of a service before they go to the doctor. They also struggle to find it on the website because the process is not intuitive.
Solution: Create a tutorial that brings awareness to our cost estimate tool and teaches members how to use it. We offer members a $25 reward for viewing their first cost estimate.
How I helped: I worked with a product manager and designer to complete a walkthrough experience. I wrote the content, which needed to be engaging so as not to lose users along the way.
First Version
In the first version, I tried to fit too much copy on the intro slide.
Second Version
In the second version, I focused on the knowledge the user was going to gain from completing the walkthrough. I also did not want to set any time expectations to complete the walkthrough.
First Version
This slide was Step 2 of the walkthrough. It was boring content. Also, the other tiles were grayed out, which did not do well in user testing because they wanted to see and learn about all the options.
Second Version
We made the content more conversational and were more specific with the language, using “Select” instead of “Search by.” We also had to mention that there were five tiles for people who use a screen reader. Finally, we did not gray out any tiles.
Full Walkthrough Experience
Here is the full walkthrough experience at the time users could get their reward. Click the orange arrows to move through it (10 slides). At the end the member can see at the top of the screen that they received their gift card.
Updates
Since the original walkthrough we have updated the experience to eliminate steps and provide simple, more informative copy.
We added cost estimate information on the search results page so users can see cost information before they need to choose a provider.
The user can also search all of the provider’s services and get a cost estimate for each one.
