The Story
I redesigned EOCCO’s website to create a more intuitive, mobile-friendly experience that addressed user frustrations with navigation and content discovery. By restructuring the information architecture, implementing audience-specific content, and migrating to a CMS for easier updates, we reduced customer service calls, improved provider access to critical forms, and delivered a modern, responsive design that aligned with user needs.
The old EOCCO site had not been updated in over 5 years. Many of the users were providers who had trouble finding the specific forms they were looking for. Additionally, it was difficult for the stakeholders to update their content without having to go through our development team. They needed a site that was more intuitive for users, and easier to update.
Many users on the old site found it difficult to navigate the content and would often find forms that were not relevant to them. This resulted in more calls to customer service for items they could find online. Additionally, none of the content on the site was searchable so this left many users having to click through multiple pages before finding the right one.
A thorough review of the site analytics revealed that the primary audience type was providers. I also learned that many of the members were primarily using the site on a mobile device, meaning I needed to optimize the site for that experience. Based on my analysis, I decided to split the experience of the site by audience type, thereby eliminating the confusion around forms and resources for our users.
To better inform the restructuring of the site content, I conducted two rounds of testing with existing users. I ran both a card sort and tree test to determine the best organization of content as well as the ideal labeling to use for our navigation. This helped the new site to align with our users' mental model, making it easier for them to find the content they were looking for.
From my testing, interviews, call screenings, and stakeholder interviews, I was able to generate empathy maps for our different audience types. This helped to prioritize certain tasks as well as ensure additional functionality to meet each user's needs. By having the empathy maps throughout the redesign process, it enabled us to keep the user close in mind when working through design solutions.
With the inherent complexity of the health insurance industry, it was important to have a clear understanding of all the touchpoints our users would have with the brand. For this reason, I conducted a series of workshops with stakeholders to better map the user journey for our different audeince types and ensure the site supported the needs identified.
Given the breadth and complexity of the site content, it was important to do a thorough audit in order to better organize as well as optimize the content for our updated sitemap and responsive design. In many instances, we were able to convert static PDFs into dynamic, searchable web content making it easier for users to find.
I created detailed wireframes throughout the design process to validate with stakeholders and users. It enabled us to test our assumptions around the reorganization of content, as well as ensure all of our solutions were built to be responsive. This also helped us to gain early feedback from our development team on any concerns they had around implementation
One of the biggest objectives for the redesign was to get the content into our CMS, Sitecore, in order for the EOCCO team to manage and update their own content without having to go through our IT team. This necessitated the development of a detailed governance model so the UX team at Moda could evaluate and review any update requests before they went live, ensuring a consistent user experience across all properties.
The final design was a welcome update to the brand, with clearer and more targeted messaging based on our user research. It created a custom experience for our main audience types, ensuring they would only see the content relevant for them. Additionally, the layout was fully responsive, making it easier to access for our members on mobile devices, while also creating more white space between content layers, reducing the cognitive load on users as they scanned the site.
