overview

The UX team at CNO decided to create a survey that will live on myhealthpolicy.com (MHP) during the 2022 Annual Enrollment Period (AEP) that ran from Oct 15th to Dec 7th. Among the goals of the survey was understanding our users better so we can refine the customer voice for marketing and gather insights for future experimentations.

research

I started by taking a look at what our competitors were doing in this space, this helped us spot any potential gaps and benefits to our approach.

Then I started brainstorming ideas with the rest of the UX team using Miro to understand what themes we wanted to tackle and how to best ask them.

I also took a look at what the VWO tool had in terms of capabilities and shortcomings, this helped design a plan to bring our stakeholders along.

We finalized the 12-question survey to gather 3 sets of insights: Audience, Product & Medicare, and Learning & Shopping.

analysis

We analyzed the results weekly and produced useful readouts to relevant stakeholder groups and this helped inspired business decisions when needed.  Over AEP we were able to spot different type of user behaviors.

results

The survey had 30% engagement rate and a 10% completion rate. 

The result was a deck that combined all the insights with lessons learned from the AEP period; and this allowed us to influence strategy for next year's AEP period to 3 different teams: Marketing Acquisition, Content and Market Intelligence. 

Additionally we collected a list of users for the UX team to choose from to conduct A/B testing during the year to improve our conversion funnel.