An expert in Medicare Part D prescription drug coverage servicing over six million Americans, SilverScript sought a way to improve their online user experience to increase enrollment and retention at the start of the 2019 enrollment period.
To better understand target audiences, we conducted focus groups that analyzed the user experience and uncovered common pain points in the enrollment process. Inspired by feedback that described the process as confusing and overwhelming, we created a user-focused site that walks current and prospective enrollees through a series of questions to best determine their prescription coverage plan options. With conversational tips that respond to user feedback, the simplified website accomplishes the online journey in as few as three screens and provides necessary information to keep consumers engaged throughout the enrollment process. User-driven features, including a device-independent design and visual progress markers, offer an intuitive decision-making process for individuals seeking enrollment for themselves, their children or others. With helpful snippets that educate enrollees on their options, the new site simplifies complex questions to introduce, identify and provide prescription coverage plans suited every individual
