GreenShield
GreenShield
GreenShield
GreenShield
GreenShield
Simplifying the insurance buying experience for consumers improved a key top-of-funnel engagement metric by 38%
Simplifying the insurance buying experience for consumers improved a key top-of-funnel engagement metric by 38%
Simplifying the insurance buying experience for consumers improved a key top-of-funnel engagement metric by 38%
Simplifying the insurance buying experience for consumers improved a key top-of-funnel engagement metric by 38%
Simplifying the insurance buying experience for consumers improved a key top-of-funnel engagement metric by 38%
SUMMARY
SUMMARY
SUMMARY
SUMMARY
Team
Team
Team
Team
Team
1 Project Manager
1 Project Manager
1 Project Manager
1 Project Manager
1 Project Manager
1 Technical Writer
1 Technical Writer
1 Technical Writer
1 Technical Writer
1 Technical Writer
2 Developers
2 Developers
2 Developers
2 Developers
2 Developers
1 UX/UI Architect
1 UX/UI Architect
1 UX/UI Architect
1 UX/UI Architect
1 UX/UI Architect
2 Designers (incl. me)
2 Designers (incl. me)
2 Designers (incl. me)
2 Designers (incl. me)
2 Designers (incl. me)
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 led user research and partnered with a designer to translate insights into designs. Working closely with the insurance, customer experience, technical writing, marketing, legal, and development teams, I redesigned the next steps and conversion-focused user segment pages. I also contributed to the design system by designing the plan summary cards, which are now being used across GreenShield’s website and products.
I led user research and partnered with a designer to translate insights into designs. Working closely with the insurance, customer experience, technical writing, marketing, legal, and development teams, I redesigned the next steps and conversion-focused user segment pages. I also contributed to the design system by designing the plan summary cards, which are now being used across GreenShield’s website and products.
I led user research and partnered with a designer to translate insights into designs. Working closely with the insurance, customer experience, technical writing, marketing, legal, and development teams, I redesigned the next steps and conversion-focused user segment pages. I also contributed to the design system by designing the plan summary cards, which are now being used across GreenShield’s website and products.
I led user research and partnered with a designer to translate insights into designs. Working closely with the insurance, customer experience, technical writing, marketing, legal, and development teams, I redesigned the next steps and conversion-focused user segment pages. I also contributed to the design system by designing the plan summary cards, which are now being used across GreenShield’s website and products.
I led user research and partnered with a designer to translate insights into designs. Working closely with the insurance, customer experience, technical writing, marketing, legal, and development teams, I redesigned the next steps and conversion-focused user segment pages. I also contributed to the design system by designing the plan summary cards, which are now being used across GreenShield’s website and products.
COMPANY AND PRODUCT EXPLAINED
COMPANY AND PRODUCT EXPLAINED
GreenShield provides both insurance coverage and health services to 7.5M+ Canadians
GreenShield provides both insurance coverage and health services to 7.5M+ Canadians
GreenShield provides both insurance coverage and health services to 7.5M+ Canadians
GreenShield offers health and dental insurance coverage to companies and directly to individuals. Through the GreenShield+ platform (GS+) a user can submit claims and also access services like virtual telemedicine, pharmacist consultations, and more.
GreenShield offers health and dental insurance coverage to companies and directly to individuals. Through the GreenShield+ platform (GS+) a user can submit claims and also access services like virtual telemedicine, pharmacist consultations, and more.
GreenShield offers health and dental insurance coverage to companies and directly to individuals. Through the GreenShield+ platform (GS+) a user can submit claims and also access services like virtual telemedicine, pharmacist consultations, and more.
COMPANY AND PRODUCT EXPLAINED
GreenShield provides both insurance coverage and health services to 7.5M+ Canadians
GreenShield offers health and dental insurance coverage to companies and directly to individuals. Through the GreenShield+ platform (GS+) a user can submit claims and also access services like virtual telemedicine, pharmacist consultations, and more.
COMPANY AND PRODUCT EXPLAINED
GreenShield provides both insurance coverage and health services to 7.5M+ Canadians
GreenShield offers health and dental insurance coverage to companies and directly to individuals. Through the GreenShield+ platform (GS+) a user can submit claims and also access services like virtual telemedicine, pharmacist consultations, and more.
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE
DESIGN CHALLENGE
Increase D2C revenue to $12M despite the marketing budget being reduced to $4M
Increase D2C revenue to $12M despite the marketing budget being reduced to $4M
Increase D2C revenue to $12M despite the marketing budget being reduced to $4M
Increase D2C revenue to $12M despite the marketing budget being reduced to $4M
Increase D2C revenue to $12M despite the marketing budget being 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
Conducted user research to identify pain points hindering acquisition
Conducted user research to identify pain points hindering acquisition
Conducted user research to identify pain points hindering acquisition
Conducted user research to identify pain points hindering acquisition
Conducted user research to identify pain points hindering acquisition
I interviewed stakeholders, conducted usability tests, listened to call-centre recordings, and performed an online sentiment analysis to uncover the pain points that hindered acquisition. Amongst all the findings, I helped the team understand the four key issues across our targeted segments.
I interviewed stakeholders, conducted usability tests, listened to call-centre recordings, and performed an online sentiment analysis to uncover the pain points that hindered acquisition. Amongst all the findings, I helped the team understand the four key issues across our targeted segments.
I interviewed stakeholders, conducted usability tests, listened to call-centre recordings, and performed an online sentiment analysis to uncover the pain points that hindered acquisition. Amongst all the findings, I helped the team understand the four key issues across our targeted segments.
I interviewed stakeholders, conducted usability tests, listened to call-centre recordings, and performed an online sentiment analysis to uncover the pain points that hindered acquisition. Amongst all the findings, I helped the team understand the four key issues across our targeted segments.
I interviewed stakeholders, conducted usability tests, listened to call-centre recordings, and performed an online sentiment analysis to uncover the pain points that hindered acquisition. Amongst all the findings, I helped the team understand the four key issues across our targeted segments.
01
01
01
01
01
All four targeted segments were price sensitive and couldn’t understand the value of health insurance since Canada has public healthcare.
All four targeted segments were price sensitive and couldn’t understand the value of health insurance since Canada has public healthcare.
All four targeted segments were price sensitive and couldn’t understand the value of health insurance since Canada has public healthcare.
All four targeted segments were price sensitive and couldn’t understand the value of health insurance since Canada has public healthcare.
All four targeted segments were price sensitive and couldn’t understand the value of health insurance since Canada has public healthcare.
02
02
02
02
02
The overwhelming number of suggested plans causes decision fatigue for visitors, which increases drop-off and creates a bottleneck from the top to the bottom of the funnel.
The overwhelming number of suggested plans causes decision fatigue for visitors, which increases drop-off and creates a bottleneck from the top to the bottom of the funnel.
The overwhelming number of suggested plans causes decision fatigue for visitors, which increases drop-off and creates a bottleneck from the top to the bottom of the funnel.
The overwhelming number of suggested plans causes decision fatigue for visitors, which increases drop-off and creates a bottleneck from the top to the bottom of the funnel.
The overwhelming number of suggested plans causes decision fatigue for visitors, which increases drop-off and creates a bottleneck from the top to the bottom of the funnel.
03
03
03
03
03
Due to inconsistent messaging and unclear step-by-step guidance, the website offered a disjointed experience from beginning a quote to completing an application.
Due to inconsistent messaging and unclear step-by-step guidance, the website offered a disjointed experience from beginning a quote to completing an application.
Due to inconsistent messaging and unclear step-by-step guidance, the website offered a disjointed experience from beginning a quote to completing an application.
Due to inconsistent messaging and unclear step-by-step guidance, the website offered a disjointed experience from beginning a quote to completing an application.
Due to inconsistent messaging and unclear step-by-step guidance, the website offered a disjointed experience from beginning a quote to completing an application.
04
04
04
04
04
Visitors cannot compare plans to competitors or determine the best option for them based on their most valued coverage type such as: prescription drugs, vision, etc.
Visitors cannot compare plans to competitors or determine the best option for them based on their most valued coverage type such as: prescription drugs, vision, etc.
Visitors cannot compare plans to competitors or determine the best option for them based on their most valued coverage type such as: prescription drugs, vision, etc.
Visitors cannot compare plans to competitors or determine the best option for them based on their most valued coverage type such as: prescription drugs, vision, etc.
Visitors cannot compare plans to competitors or determine the best option for them based on their most valued coverage type such as: prescription drugs, vision, etc.
FINAL DESIGN - LANDING PAGE
FINAL DESIGN - LANDING PAGE
FINAL DESIGN - LANDING PAGE
FINAL DESIGN - LANDING PAGE
Simplified landing page to guide both targeted and non-targeted user segments
Simplified landing page to guide both targeted and non-targeted user segments
Simplified landing page to guide both targeted and non-targeted user segments
Simplified landing page to guide both targeted and non-targeted user segments
Simplified landing page to guide both targeted and non-targeted user segments
Highlighted plan categories at the top to help visitors quickly identify options, especially useful for non-targeted user segments.
Highlighted plan categories at the top to help visitors quickly identify options, especially useful for non-targeted user segments.
Highlighted plan categories at the top to help visitors quickly identify options, especially useful for non-targeted user segments.
Highlighted plan categories at the top to help visitors quickly identify options, especially useful for non-targeted user segments.
Highlighted plan categories at the top to help visitors quickly identify options, especially useful for non-targeted user segments.
Resolved confusion surrounding eligibility between the two plan types through digestible content, and introduced CTA’s that guide users to improve funnel progression (if confusion persists).
Resolved confusion surrounding eligibility between the two plan types through digestible content, and introduced CTA’s that guide users to improve funnel progression (if confusion persists).
Resolved confusion surrounding eligibility between the two plan types through digestible content, and introduced CTA’s that guide users to improve funnel progression (if confusion persists).
Resolved confusion surrounding eligibility between the two plan types through digestible content, and introduced CTA’s that guide users to improve funnel progression (if confusion persists).
Resolved confusion surrounding eligibility between the two plan types through digestible content, and introduced CTA’s that guide users to improve funnel progression (if confusion persists).
Addressed pre-purchase concerns by surfacing details of the easy claim submission and approval process and free health services on GS+.
Addressed pre-purchase concerns by surfacing details of the easy claim submission and approval process and free health services on GS+.
Addressed pre-purchase concerns by surfacing details of the easy claim submission and approval process and free health services on GS+.
Addressed pre-purchase concerns by surfacing details of the easy claim submission and approval process and free health services on GS+.
Addressed pre-purchase concerns by surfacing details of the easy claim submission and approval process and free health services on GS+.
FINAL DESIGN - QUOTE FLOW
FINAL DESIGN - QUOTE FLOW
FINAL DESIGN - QUOTE FLOW
FINAL DESIGN - QUOTE FLOW
Streamlined the quote experience so visitors can easily make changes and identify when they’ve started an application
Streamlined the quote experience so visitors can easily make changes and identify when they’ve started an application
Streamlined the quote experience so visitors can easily make changes and identify when they’ve started an application
Streamlined the quote experience so visitors can easily make changes and identify when they’ve started an application
Streamlined the quote experience so visitors can easily make changes and identify when they’ve started an application
Introduced the ability to edit details after obtaining an initial quote, allowing visitors to explore how pricing or eligibility change, which eases the research process.
Introduced the ability to edit details after obtaining an initial quote, allowing visitors to explore how pricing or eligibility change, which eases the research process.
Introduced the ability to edit details after obtaining an initial quote, allowing visitors to explore how pricing or eligibility change, which eases the research process.
Introduced the ability to edit details after obtaining an initial quote, allowing visitors to explore how pricing or eligibility change, which eases the research process.
Introduced the ability to edit details after obtaining an initial quote, allowing visitors to explore how pricing or eligibility change, which eases the research process.
Implemented the capability to select the plan category of interest and life stage (if applicable), filtering irrelevant plans when the quote is shown.
Implemented the capability to select the plan category of interest and life stage (if applicable), filtering irrelevant plans when the quote is shown.
Implemented the capability to select the plan category of interest and life stage (if applicable), filtering irrelevant plans when the quote is shown.
Implemented the capability to select the plan category of interest and life stage (if applicable), filtering irrelevant plans when the quote is shown.
Implemented the capability to select the plan category of interest and life stage (if applicable), filtering irrelevant plans when the quote is shown.
Established clear start and stop points between obtaining a quote and applying for a plan through distinct CTA labels. Users see “Get a Quote” when viewing estimates and “Apply Now” after the quote process concludes.
Established clear start and stop points between obtaining a quote and applying for a plan through distinct CTA labels. Users see “Get a Quote” when viewing estimates and “Apply Now” after the quote process concludes.
Established clear start and stop points between obtaining a quote and applying for a plan through distinct CTA labels. Users see “Get a Quote” when viewing estimates and “Apply Now” after the quote process concludes.
Established clear start and stop points between obtaining a quote and applying for a plan through distinct CTA labels. Users see “Get a Quote” when viewing estimates and “Apply Now” after the quote process concludes.
Established clear start and stop points between obtaining a quote and applying for a plan through distinct CTA labels. Users see “Get a Quote” when viewing estimates and “Apply Now” after the quote process concludes.
FINAL DESIGN - STAGE OF LIFE
FINAL DESIGN - STAGE OF LIFE
FINAL DESIGN - STAGE OF LIFE
FINAL DESIGN - STAGE OF LIFE
Introduced three enhancements for all four life stage pages to drive conversion
Introduced three enhancements for all four life stage pages to drive conversion
Introduced three enhancements for all four life stage pages to drive conversion
Introduced three enhancements for all four life stage pages to drive conversion
Introduced three enhancements for all four life stage pages to drive conversion
Highlighted educational content on how insurance coverage complements public health insurance to clear common misconceptions.
Highlighted educational content on how insurance coverage complements public health insurance to clear common misconceptions.
Highlighted educational content on how insurance coverage complements public health insurance to clear common misconceptions.
Highlighted educational content on how insurance coverage complements public health insurance to clear common misconceptions.
Highlighted educational content on how insurance coverage complements public health insurance to clear common misconceptions.
Displayed popular plans across the three categories for each life stage, using badges to indicate overall level of coverage, emphasize the highest coverage types (dental, prescription drugs), and highlight excluded offerings.
Displayed popular plans across the three categories for each life stage, using badges to indicate overall level of coverage, emphasize the highest coverage types (dental, prescription drugs), and highlight excluded offerings.
Displayed popular plans across the three categories for each life stage, using badges to indicate overall level of coverage, emphasize the highest coverage types (dental, prescription drugs), and highlight excluded offerings.
Displayed popular plans across the three categories for each life stage, using badges to indicate overall level of coverage, emphasize the highest coverage types (dental, prescription drugs), and highlight excluded offerings.
Displayed popular plans across the three categories for each life stage, using badges to indicate overall level of coverage, emphasize the highest coverage types (dental, prescription drugs), and highlight excluded offerings.
Clarified next steps for all life stages, ensuring visitors know what to do whether or not they’ve selected a plan to improve funnel retention.
Clarified next steps for all life stages, ensuring visitors know what to do whether or not they’ve selected a plan to improve funnel retention.
Clarified next steps for all life stages, ensuring visitors know what to do whether or not they’ve selected a plan to improve funnel retention.
Clarified next steps for all life stages, ensuring visitors know what to do whether or not they’ve selected a plan to improve funnel retention.
Clarified next steps for all life stages, ensuring visitors know what to do whether or not they’ve selected a plan to improve funnel retention.
FINAL DESIGN - AFTER APPLYING
FINAL DESIGN - AFTER APPLYING
FINAL DESIGN - AFTER APPLYING
FINAL DESIGN - AFTER APPLYING
Clearly outlined next steps with expandable accordions to reveal more details if needed
Clearly outlined next steps with expandable accordions to reveal more details if needed
Clearly outlined next steps with expandable accordions to reveal more details if needed
Clearly outlined next steps with expandable accordions to reveal more details if needed
Clearly outlined next steps with expandable accordions to reveal more details if needed
I converted dense text into numbered steps to help visitors retain key details, and added accordions to help answer questions that some, but not all, visitors may have.
I converted dense text into numbered steps to help visitors retain key details, and added accordions to help answer questions that some, but not all, visitors may have.
I converted dense text into numbered steps to help visitors retain key details, and added accordions to help answer questions that some, but not all, visitors may have.
I converted dense text into numbered steps to help visitors retain key details, and added accordions to help answer questions that some, but not all, visitors may have.
I converted dense text into numbered steps to help visitors retain key details, and added accordions to help answer questions that some, but not all, visitors may have.
OUTCOME
OUTCOME
OUTCOME
OUTCOME
The redesigned website was A/B tested through paid media with positive initial results
The redesigned website was A/B tested through paid media with positive initial results
The redesigned website was A/B tested through paid media with positive initial results
The redesigned website was A/B tested through paid media with positive initial results
The redesigned website was A/B tested through paid media with positive initial results
Within a week of the website’s soft launch through paid media, we observed improvements in key engagement and conversion metrics. Visitors spent 38% more time on the site, driving increased activity in the middle and bottom of the funnel toward conversion.
Within a week of the website’s soft launch through paid media, we observed improvements in key engagement and conversion metrics. Visitors spent 38% more time on the site, driving increased activity in the middle and bottom of the funnel toward conversion.
Within a week of the website’s soft launch through paid media, we observed improvements in key engagement and conversion metrics. Visitors spent 38% more time on the site, driving increased activity in the middle and bottom of the funnel toward conversion.
Within a week of the website’s soft launch through paid media, we observed improvements in key engagement and conversion metrics. Visitors spent 38% more time on the site, driving increased activity in the middle and bottom of the funnel toward conversion.
Within a week of the website’s soft launch through paid media, we observed improvements in key engagement and conversion metrics. Visitors spent 38% more time on the site, driving increased activity in the middle and bottom of the funnel toward conversion.
REFLECTION AND LEARNINGS
REFLECTION AND LEARNINGS
REFLECTION AND LEARNINGS
REFLECTION AND LEARNINGS
Key takeaways from my largest cross-functional project and the design's team largest to date
Key takeaways from my largest cross-functional project and the design's team largest to date
Key takeaways from my largest cross-functional project and the design's team largest to date
Key takeaways from my largest cross-functional project and the design's team largest to date
Key takeaways from my largest cross-functional project and the design's team largest to date
1. Engage high-authority teams from the start to prevent last-minute compliance roadblocks
1. Engage high-authority teams from the start to prevent last-minute compliance roadblocks
1. Engage high-authority teams from the start to prevent last-minute compliance roadblocks
1. Engage high-authority teams from the start to prevent last-minute compliance roadblocks
1. Engage high-authority teams from the start to prevent last-minute compliance roadblocks
From the beginning, I partnered with the legal team to ensure that the content and information I proposed for the four life stage pages and plan summary cards remained useful to visitors while avoiding compliance risks. This approach allowed me to retain 80% of the original content in the final designs and still meet deadlines.
From the beginning, I partnered with the legal team to ensure that the content and information I proposed for the four life stage pages and plan summary cards remained useful to visitors while avoiding compliance risks. This approach allowed me to retain 80% of the original content in the final designs and still meet deadlines.
From the beginning, I partnered with the legal team to ensure that the content and information I proposed for the four life stage pages and plan summary cards remained useful to visitors while avoiding compliance risks. This approach allowed me to retain 80% of the original content in the final designs and still meet deadlines.
From the beginning, I partnered with the legal team to ensure that the content and information I proposed for the four life stage pages and plan summary cards remained useful to visitors while avoiding compliance risks. This approach allowed me to retain 80% of the original content in the final designs and still meet deadlines.
From the beginning, I partnered with the legal team to ensure that the content and information I proposed for the four life stage pages and plan summary cards remained useful to visitors while avoiding compliance risks. This approach allowed me to retain 80% of the original content in the final designs and still meet deadlines.
2. Lead stakeholder presentations with strategy, not options
2. Lead stakeholder presentations with strategy, not options
2. Lead stakeholder presentations with strategy, not options
2. Lead stakeholder presentations with strategy, not options
2. Lead stakeholder presentations with strategy, not options
Presenting to 20+ stakeholders each week taught me that the most effective way to gather feedback was to focus on a single option that balanced their needs and those of the users. Offering multiple explorations per screen led to unproductive discussions with no consensus, so I only shared alternative designs when asked.
Presenting to 20+ stakeholders each week taught me that the most effective way to gather feedback was to focus on a single option that balanced their needs and those of the users. Offering multiple explorations per screen led to unproductive discussions with no consensus, so I only shared alternative designs when asked.
Presenting to 20+ stakeholders each week taught me that the most effective way to gather feedback was to focus on a single option that balanced their needs and those of the users. Offering multiple explorations per screen led to unproductive discussions with no consensus, so I only shared alternative designs when asked.
Presenting to 20+ stakeholders each week taught me that the most effective way to gather feedback was to focus on a single option that balanced their needs and those of the users. Offering multiple explorations per screen led to unproductive discussions with no consensus, so I only shared alternative designs when asked.
Presenting to 20+ stakeholders each week taught me that the most effective way to gather feedback was to focus on a single option that balanced their needs and those of the users. Offering multiple explorations per screen led to unproductive discussions with no consensus, so I only shared alternative designs when asked.
3. Conduct user research to break decision gridlock
3. Conduct user research to break decision gridlock
3. Conduct user research to break decision gridlock
3. Conduct user research to break decision gridlock
3. Conduct user research to break decision gridlock
For the plan summary cards, marketing executives insisted on a specific structure that conflicted with my recommendations, making it clear that approval would only be granted if I followed their ask. A quick UserTesting study showed that users preferred the version I proposed, validating my approach and informing the final design.
For the plan summary cards, marketing executives insisted on a specific structure that conflicted with my recommendations, making it clear that approval would only be granted if I followed their ask. A quick UserTesting study showed that users preferred the version I proposed, validating my approach and informing the final design.
For the plan summary cards, marketing executives insisted on a specific structure that conflicted with my recommendations, making it clear that approval would only be granted if I followed their ask. A quick UserTesting study showed that users preferred the version I proposed, validating my approach and informing the final design.
For the plan summary cards, marketing executives insisted on a specific structure that conflicted with my recommendations, making it clear that approval would only be granted if I followed their ask. A quick UserTesting study showed that users preferred the version I proposed, validating my approach and informing the final design.
For the plan summary cards, marketing executives insisted on a specific structure that conflicted with my recommendations, making it clear that approval would only be granted if I followed their ask. A quick UserTesting study showed that users preferred the version I proposed, validating my approach and informing the final design.
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