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Health plan customer journey
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Target Persona
Thinking
Emotions
Actions
Touchpoints
1 collapsed result
Awareness
Awareness
One day to two days
1 collapsed result
Customers are just learning about health plan options and the different offerings
Customers are just learning about health plan options and the different offerings
They aim to understand how different plans work and formulate a list of questions regarding health plan options
They aim to understand how different plans work and formulate a list of questions regarding health plan options
1 collapsed result
Touchpoints
Touchpoints
1 collapsed result
Employer website
Employer website
not enough information visibility
Most customers do not attend company-sponsored insurance workshops so they then must navigate the company website on their own
Most customers do not attend company-sponsored insurance workshops so they then must navigate the company website on their own
1 collapsed result
Health insurer website
Health insurer website
ambiguous information visibility
Most customers then look at the websites of the different options supported by their company
Most customers then look at the websites of the different options supported by their company
1 collapsed result
Importance versus satisfaction
Importance versus satisfaction
9/10
9/10
4/10
4/10
1 collapsed result
Effort
Effort
1 collapsed result
Medium
Medium
"It's really hard to understand what all these options mean and what their coverages are"
"It's really hard to understand what all these options mean and what their coverages are"
1 collapsed result
Purchase
Purchase
15 minutes to one hour
1 collapsed result
Customers have made a final decision and look to purchase a health plan option
Customers have made a final decision and look to purchase a health plan option
They want to see a clear breakdown of costs, including enrollment fees and monthly payments
They want to see a clear breakdown of costs, including enrollment fees and monthly payments
1 collapsed result
Touchpoints
Touchpoints
1 collapsed result
Employer website
Employer website
not enough information visibility
Most customers do not attend company-sponsored insurance workshops so they then must navigate the company website on their own
Most customers do not attend company-sponsored insurance workshops so they then must navigate the company website on their own
1 collapsed result
Health insurer website
Health insurer website
ambiguous information visibility
Most customers then look at the websites of the different options supported by their company
Most customers then look at the websites of the different options supported by their company
1 collapsed result
Importance versus satisfaction
Importance versus satisfaction
8/10
8/10
4/10
4/10
1 collapsed result
Effort
Effort
1 collapsed result
Medium
Medium
"It's really easy to purchase but I would like more details of what I am paying and why"
"It's really easy to purchase but I would like more details of what I am paying and why"
1 collapsed result
Choice reduction/evaluation
Choice reduction/evaluation
One day to two days
1 collapsed result
Customers have solidified their criteria set and potential health plan choices from the discovery phase, and are now narrowing down the choices
Customers have solidified their criteria set and potential health plan choices from the discovery phase, and are now narrowing down the choices
They are open to new opinions and anecdotes to help evaluate the small choice of health plan options
They are open to new opinions and anecdotes to help evaluate the small choice of health plan options
1 collapsed result
Touchpoints
Touchpoints
1 collapsed result
Health insurer website
Health insurer website
ambiguous information visibility
Most customers return to the website of the health insurer to filter down the plans that suit their needs the most
Most customers return to the website of the health insurer to filter down the plans that suit their needs the most
1 collapsed result
Friends and family
Friends and family
personal information visibility
Most customers turn to friends and family for their opinion or anecdotes on specific health plan options
Most customers turn to friends and family for their opinion or anecdotes on specific health plan options
1 collapsed result
Importance versus satisfaction
Importance versus satisfaction
9/10
9/10
4/10
4/10
1 collapsed result
Effort
Effort
1 collapsed result
High
High
"It's really hard to compare plans besides price on the website"
"It's really hard to compare plans besides price on the website"
1 collapsed result
Research and planning
Research and planning
One day to two days
1 collapsed result
Customers are exploring the different health plan options and growing a list of potential choices
Customers are exploring the different health plan options and growing a list of potential choices
They look to establish a criteria set and discover as many health plan options that fit that criteria set
They look to establish a criteria set and discover as many health plan options that fit that criteria set
1 collapsed result
Touchpoints
Touchpoints
1 collapsed result
Health insurer website
Health insurer website
ambiguous information visibility
Most customers start to aggregate a list of health plan options from the list of supported health insurers
Most customers start to aggregate a list of health plan options from the list of supported health insurers
1 collapsed result
Web search engine
Web search engine
non-personal information visibility
Most customers search the web for health plan options not supported by their company
Most customers search the web for health plan options not supported by their company
1 collapsed result
Friends and family
Friends and family
personal information visibility
Most customers turn to friends and family for their opinion or anecdotes on specific health plan options
Most customers turn to friends and family for their opinion or anecdotes on specific health plan options
1 collapsed result
Importance versus satisfaction
Importance versus satisfaction
8/10
8/10
7/10
7/10
1 collapsed result
Effort
Effort
1 collapsed result
High
High
"It's really easy to see the different plan options organized by plan type"
"It's really easy to see the different plan options organized by plan type"
1 collapsed result
Post-purchase reflection
Post-purchase reflection
One day to one year
1 collapsed result
Customers have made a purchase and now look to utilize their health plan option with ease
Customers have made a purchase and now look to utilize their health plan option with ease
If satisfied with their experience, they will transition to potential advocates for their network of friends and family
If satisfied with their experience, they will transition to potential advocates for their network of friends and family
1 collapsed result
Touchpoints
Touchpoints
1 collapsed result
Friends and family
Friends and family
personal information visibility
Most customers turn to friends and family for their opinion or anecdotes on specific health plan options
Most customers turn to friends and family for their opinion or anecdotes on specific health plan options
1 collapsed result
Importance versus satisfaction
Importance versus satisfaction
3/10
3/10
5/10
5/10
1 collapsed result
Effort
Effort
1 collapsed result
Low
Low
"It's very easy to share my plan details with friends and family"
"It's very easy to share my plan details with friends and family"
1 collapsed result
Jonathan Young
Jonathan Young
25 years old
25 years old
Married
Married
1 collapsed result
One child
One child
Girl
Girl
18 months
18 months
Sales Lead at large firm
Sales Lead at large firm
1 collapsed result
Living a busy life, trying to balance work, family, and personal health
Living a busy life, trying to balance work, family, and personal health
Living a busy life, trying to balance work, family, and personal health
"I want to quickly purchase a health plan and start using it"
"I want to quickly purchase a health plan and start using it"
Always interacting with technology, relying on it for research
Always interacting with technology, relying on it for research
Balances personal research with anecdotal advice from friends and family
Balances personal research with anecdotal advice from friends and family
Children's pediatrician must be included in network
Children's pediatrician must be included in network
1 collapsed result
Easy-to-use website and mobile application are helpful to quickly schedule and manage appointments
Easy-to-use website and mobile application are helpful to quickly schedule and manage appointments
Easy-to-use website and mobile application are helpful to quickly schedule and manage appointments
"I think having a responsive mobile application is critical to fitting into my busy lifestyle where plans change on an instant"
"I think having a responsive mobile application is critical to fitting into my busy lifestyle where plans change on an instant"
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