GreenShield
GreenShield
GreenShield
GreenShield
GreenShield
Launching a redesigned D2C website that increased session duration by 38% and key event rate by 1.4 points
Launching a redesigned D2C website that increased session duration by 38% and key event rate by 1.4 points
Launching a redesigned D2C website that increased session duration by 38% and key event rate by 1.4 points
Launching a redesigned D2C website that increased session duration by 38% and key event rate by 1.4 points
Launching a redesigned D2C website that increased session duration by 38% and key event rate by 1.4 points
SUMMARY
SUMMARY
SUMMARY
SUMMARY
Role
Role
Role
Role
Role
Product Designer
Product Designer
Product Designer
Product Designer
Product Designer
Design Researcher
Design Researcher
Design Researcher
Design Researcher
Design Researcher
Timeline
Timeline
Timeline
Timeline
Timeline
Jan '25 - May '25
Jan '25 - May '25
Jan '25 - May '25
Jan '25 - May '25
Jan '25 - May '25
(5 months)
(5 months)
(5 months)
(5 months)
(5 months)
I worked alongside a senior product designer and UX/UI architect to redesign the website, leading end-to-end research and design for stage of life and next steps screens (plan cards too). This came together through close collaboration with product, insurance, customer experience, marketing, and engineering teams.
I worked alongside a senior product designer and UX/UI architect to redesign the website, leading end-to-end research and design for stage of life and next steps screens (plan cards too). This came together through close collaboration with product, insurance, customer experience, marketing, and engineering teams.
I worked alongside a senior product designer and UX/UI architect to redesign the website, leading end-to-end research and design for stage of life and next steps screens (plan cards too). This came together through close collaboration with product, insurance, customer experience, marketing, and engineering teams.
I worked alongside a senior product designer and UX/UI architect to redesign the website, leading end-to-end research and design for stage of life and next steps screens (plan cards too). This came together through close collaboration with product, insurance, customer experience, marketing, and engineering teams.
I worked alongside a senior product designer and UX/UI architect to redesign the website, leading end-to-end research and design for stage of life and next steps screens (plan cards too). This came together through close collaboration with product, insurance, customer experience, marketing, and engineering teams.
COMPANY AND PRODUCT EXPLAINED
COMPANY AND PRODUCT EXPLAINED
Greenshield provides both insurance coverage and health services to Canadians
Greenshield provides both insurance coverage and health services to Canadians
Greenshield provides both insurance coverage and health services to Canadians
GreenShield offers health and dental insurance coverage to companies (for employees) or directly to individuals. Through GreenShield+ (GS+) a user can submit claims and access services like virtual telemedicine, pharmacist consultations, and more.
GreenShield offers health and dental insurance coverage to companies (for employees) or directly to individuals. Through GreenShield+ (GS+) a user can submit claims and access services like virtual telemedicine, pharmacist consultations, and more.
GreenShield offers health and dental insurance coverage to companies (for employees) or directly to individuals. Through GreenShield+ (GS+) a user can submit claims and access services like virtual telemedicine, pharmacist consultations, and more.
COMPANY AND PRODUCT EXPLAINED
Greenshield provides both insurance coverage and health services to Canadians
GreenShield offers health and dental insurance coverage to companies (for employees) or directly to individuals. Through GreenShield+ (GS+) a user can submit claims and access services like virtual telemedicine, pharmacist consultations, and more.
COMPANY AND PRODUCT EXPLAINED
Greenshield provides both insurance coverage and health services to Canadians
GreenShield offers health and dental insurance coverage to companies (for employees) or directly to individuals. Through GreenShield+ (GS+) a user can submit claims and access services like virtual telemedicine, pharmacist consultations, and more.
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE
Increase D2C revenue to $12M while the marketing budget was reduced to $4M
Increase D2C revenue to $12M while the marketing budget was reduced to $4M
Increase D2C revenue to $12M while the marketing budget was reduced to $4M
Increase D2C revenue to $12M while the marketing budget was reduced to $4M
Increase D2C revenue to $12M while the marketing budget was reduced to $4M
As an established company, $10M had been allocated to build brand presence for the D2C offerings. But to drive sales growth from $3M in ’24 to $12M in ’25, the budget was cut to $4M, which wouldn't yield effective results. Only 0.16% of visitors were converting and submitting applications, which we aimed to improve.
As an established company, $10M had been allocated to build brand presence for the D2C offerings. But to drive sales growth from $3M in ’24 to $12M in ’25, the budget was cut to $4M, which wouldn't yield effective results. Only 0.16% of visitors were converting and submitting applications, which we aimed to improve.
As an established company, $10M had been allocated to build brand presence for the D2C offerings. But to drive sales growth from $3M in ’24 to $12M in ’25, the budget was cut to $4M, which wouldn't yield effective results. Only 0.16% of visitors were converting and submitting applications, which we aimed to improve.
As an established company, $10M had been allocated to build brand presence for the D2C offerings. But to drive sales growth from $3M in ’24 to $12M in ’25, the budget was cut to $4M, which wouldn't yield effective results. Only 0.16% of visitors were converting and submitting applications, which we aimed to improve.
As an established company, $10M had been allocated to build brand presence for the D2C offerings. But to drive sales growth from $3M in ’24 to $12M in ’25, the budget was cut to $4M, which wouldn't yield effective results. Only 0.16% of visitors were converting and submitting applications, which we aimed to improve.
SOME KEY FINDINGS
SOME KEY FINDINGS
SOME KEY FINDINGS
SOME KEY FINDINGS
Utilized research methods to identify pain points that were preventing acquisition
Utilized research methods to identify pain points that were preventing acquisition
Utilized research methods to identify pain points that were preventing acquisition
Utilized research methods to identify pain points that were preventing acquisition
Utilized research methods to identify pain points that were preventing acquisition
We understood the pain points that interfered with visitors reaching the acquisition stage by: interviewing stakeholders, conducting usability tests, listening to call centre recordings, and social listening. Amongst all our findings, there were 4 key issues.
We understood the pain points that interfered with visitors reaching the acquisition stage by: interviewing stakeholders, conducting usability tests, listening to call centre recordings, and social listening. Amongst all our findings, there were 4 key issues.
We understood the pain points that interfered with visitors reaching the acquisition stage by: interviewing stakeholders, conducting usability tests, listening to call centre recordings, and social listening. Amongst all our findings, there were 4 key issues.
We understood the pain points that interfered with visitors reaching the acquisition stage by: interviewing stakeholders, conducting usability tests, listening to call centre recordings, and social listening. Amongst all our findings, there were 4 key issues.
We understood the pain points that interfered with visitors reaching the acquisition stage by: interviewing stakeholders, conducting usability tests, listening to call centre recordings, and social listening. Amongst all our findings, there were 4 key issues.
01
01
01
01
01
All four targeted personas were price sensitive and couldn't understand the value of health insurance since Canada has public healthcare.
All four targeted personas were price sensitive and couldn't understand the value of health insurance since Canada has public healthcare.
All four targeted personas were price sensitive and couldn't understand the value of health insurance since Canada has public healthcare.
All four targeted personas were price sensitive and couldn't understand the value of health insurance since Canada has public healthcare.
All four targeted personas were price sensitive and couldn't understand the value of health insurance since Canada has public healthcare.
02
02
02
02
02
GreenShield offers and suggests an overwhelming number of insurance plans which causes choice overload for visitors.
GreenShield offers and suggests an overwhelming number of insurance plans which causes choice overload for visitors.
GreenShield offers and suggests an overwhelming number of insurance plans which causes choice overload for visitors.
GreenShield offers and suggests an overwhelming number of insurance plans which causes choice overload for visitors.
GreenShield offers and suggests an overwhelming number of insurance plans which causes choice overload for visitors.
03
03
03
03
03
The existing website offers a disjointed experience from applying for a quote to submitting an application, through inconsistent messaging and no clear step-by-step guidance.
The existing website offers a disjointed experience from applying for a quote to submitting an application, through inconsistent messaging and no clear step-by-step guidance.
The existing website offers a disjointed experience from applying for a quote to submitting an application, through inconsistent messaging and no clear step-by-step guidance.
The existing website offers a disjointed experience from applying for a quote to submitting an application, through inconsistent messaging and no clear step-by-step guidance.
The existing website offers a disjointed experience from applying for a quote to submitting an application, through inconsistent messaging and no clear step-by-step guidance.
04
04
04
04
04
Visitors cannot compare plans to other competitors and are unable to determine the plan for them based on their valued category of coverage, such as: prescription drugs, vision, etc.
Visitors cannot compare plans to other competitors and are unable to determine the plan for them based on their valued category of coverage, such as: prescription drugs, vision, etc.
Visitors cannot compare plans to other competitors and are unable to determine the plan for them based on their valued category of coverage, such as: prescription drugs, vision, etc.
Visitors cannot compare plans to other competitors and are unable to determine the plan for them based on their valued category of coverage, such as: prescription drugs, vision, etc.
Visitors cannot compare plans to other competitors and are unable to determine the plan for them based on their valued category of coverage, such as: prescription drugs, vision, etc.
FINAL DESIGN - LANDING PAGE
FINAL DESIGN - LANDING PAGE
FINAL DESIGN - LANDING PAGE
FINAL DESIGN - LANDING PAGE
Distinction of plan types, descriptive stage of life cards, helpful navigation and CTA's
Distinction of plan types, descriptive stage of life cards, helpful navigation and CTA's
Distinction of plan types, descriptive stage of life cards, helpful navigation and CTA's
Distinction of plan types, descriptive stage of life cards, helpful navigation and CTA's
Distinction of plan types, descriptive stage of life cards, helpful navigation and CTA's
The landing page now features three different types of health plans for visitors that don't fit in any of the life stages to enable plan comparison. The primary navigation was simplified based on what visitors were actually looking for along with clear CTA's for next steps based on preference (call, email, etc.)
The landing page now features three different types of health plans for visitors that don't fit in any of the life stages to enable plan comparison. The primary navigation was simplified based on what visitors were actually looking for along with clear CTA's for next steps based on preference (call, email, etc.)
The landing page now features three different types of health plans for visitors that don't fit in any of the life stages to enable plan comparison. The primary navigation was simplified based on what visitors were actually looking for along with clear CTA's for next steps based on preference (call, email, etc.)
The landing page now features three different types of health plans for visitors that don't fit in any of the life stages to enable plan comparison. The primary navigation was simplified based on what visitors were actually looking for along with clear CTA's for next steps based on preference (call, email, etc.)
The landing page now features three different types of health plans for visitors that don't fit in any of the life stages to enable plan comparison. The primary navigation was simplified based on what visitors were actually looking for along with clear CTA's for next steps based on preference (call, email, etc.)
FINAL DESIGN - QUOTE FLOW
FINAL DESIGN - QUOTE FLOW
FINAL DESIGN - QUOTE FLOW
FINAL DESIGN - QUOTE FLOW
Ability to select life stage, clean interface, and consistent microcopy messaging
Ability to select life stage, clean interface, and consistent microcopy messaging
Ability to select life stage, clean interface, and consistent microcopy messaging
Ability to select life stage, clean interface, and consistent microcopy messaging
Ability to select life stage, clean interface, and consistent microcopy messaging
When visitors begin the key engagement step of getting a quote, they can now get plans based on their applicable life stage. Once the quote is displayed, the level of coverage can be quickly determined from the summary. Editing the quote or beginning an application is also straightforward now.
When visitors begin the key engagement step of getting a quote, they can now get plans based on their applicable life stage. Once the quote is displayed, the level of coverage can be quickly determined from the summary. Editing the quote or beginning an application is also straightforward now.
When visitors begin the key engagement step of getting a quote, they can now get plans based on their applicable life stage. Once the quote is displayed, the level of coverage can be quickly determined from the summary. Editing the quote or beginning an application is also straightforward now.
When visitors begin the key engagement step of getting a quote, they can now get plans based on their applicable life stage. Once the quote is displayed, the level of coverage can be quickly determined from the summary. Editing the quote or beginning an application is also straightforward now.
When visitors begin the key engagement step of getting a quote, they can now get plans based on their applicable life stage. Once the quote is displayed, the level of coverage can be quickly determined from the summary. Editing the quote or beginning an application is also straightforward now.
FINAL DESIGN - STAGE OF LIFE
FINAL DESIGN - STAGE OF LIFE
FINAL DESIGN - STAGE OF LIFE
FINAL DESIGN - STAGE OF LIFE
Accurate details of GS+, filtered plans with essential context, and clear next steps
Accurate details of GS+, filtered plans with essential context, and clear next steps
Accurate details of GS+, filtered plans with essential context, and clear next steps
Accurate details of GS+, filtered plans with essential context, and clear next steps
Accurate details of GS+, filtered plans with essential context, and clear next steps
All four stage of life pages provide personalized details as to why that specific persona needs insurance and what we offer. To ease decision paralysis, recommended plans for all health plans types are shown. Clear next steps and guidance are also provided to lead visitors to the end of the funnel.
All four stage of life pages provide personalized details as to why that specific persona needs insurance and what we offer. To ease decision paralysis, recommended plans for all health plans types are shown. Clear next steps and guidance are also provided to lead visitors to the end of the funnel.
All four stage of life pages provide personalized details as to why that specific persona needs insurance and what we offer. To ease decision paralysis, recommended plans for all health plans types are shown. Clear next steps and guidance are also provided to lead visitors to the end of the funnel.
All four stage of life pages provide personalized details as to why that specific persona needs insurance and what we offer. To ease decision paralysis, recommended plans for all health plans types are shown. Clear next steps and guidance are also provided to lead visitors to the end of the funnel.
All four stage of life pages provide personalized details as to why that specific persona needs insurance and what we offer. To ease decision paralysis, recommended plans for all health plans types are shown. Clear next steps and guidance are also provided to lead visitors to the end of the funnel.
FINAL DESIGN - AFTER APPLYING
FINAL DESIGN - AFTER APPLYING
FINAL DESIGN - AFTER APPLYING
FINAL DESIGN - AFTER APPLYING
Clean and straight-forward interface design with the ability to expand FAQ's
Clean and straight-forward interface design with the ability to expand FAQ's
Clean and straight-forward interface design with the ability to expand FAQ's
Clean and straight-forward interface design with the ability to expand FAQ's
Clean and straight-forward interface design with the ability to expand FAQ's
Replacing the long walls of text, the new visual design clearly outlines next steps after an application has been submitted. Acknowledging that visitors may have outstanding questions, the accordions can be expanded to see the details they actually want to.
Replacing the long walls of text, the new visual design clearly outlines next steps after an application has been submitted. Acknowledging that visitors may have outstanding questions, the accordions can be expanded to see the details they actually want to.
Replacing the long walls of text, the new visual design clearly outlines next steps after an application has been submitted. Acknowledging that visitors may have outstanding questions, the accordions can be expanded to see the details they actually want to.
Replacing the long walls of text, the new visual design clearly outlines next steps after an application has been submitted. Acknowledging that visitors may have outstanding questions, the accordions can be expanded to see the details they actually want to.
Replacing the long walls of text, the new visual design clearly outlines next steps after an application has been submitted. Acknowledging that visitors may have outstanding questions, the accordions can be expanded to see the details they actually want to.
OUTCOME
OUTCOME
OUTCOME
OUTCOME
The redesigned website is being A/B tested through paid ads with positive initial results
The redesigned website is being A/B tested through paid ads with positive initial results
The redesigned website is being A/B tested through paid ads with positive initial results
The redesigned website is being A/B tested through paid ads with positive initial results
The redesigned website is being A/B tested through paid ads with positive initial results
The redesigned website was soft launched to paid media visitors, and within a week we saw increases in key engagement and conversion metrics.
The redesigned website was soft launched to paid media visitors, and within a week we saw increases in key engagement and conversion metrics.
The redesigned website was soft launched to paid media visitors, and within a week we saw increases in key engagement and conversion metrics.
The redesigned website was soft launched to paid media visitors, and within a week we saw increases in key engagement and conversion metrics.
The redesigned website was soft launched to paid media visitors, and within a week we saw increases in key engagement and conversion metrics.
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