How can eHealth improve its online Medicare plan comparison tool to better assist seniors with limited tech skills?

Introduction

The challenge at hand is to improve eHealth's online Medicare plan comparison tool to better assist seniors with limited tech skills. This is a critical task given the growing aging population and the increasing importance of digital healthcare solutions. I'll approach this by examining user segments, identifying pain points, generating solutions, and proposing metrics for success.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the specific tech limitations of our target users. Could you provide more details on what "limited tech skills" means in this context? Are we talking about basic smartphone usage, or are many users completely new to online tools?

Why it matters: This will help us determine the level of simplification and support needed in our solution. Expected answer: Many users struggle with basic online navigation and form filling. Impact on approach: We'd focus on extremely intuitive UI and possibly explore offline support options.

• Considering user behavior, I'm curious about how seniors currently interact with the tool. What's the typical user journey from landing on the site to comparing plans? Are there any specific steps where we see high drop-off rates?

Why it matters: Identifies key pain points in the current user flow. Expected answer: High drop-off rates during the plan comparison stage due to information overload. Impact on approach: We'd prioritize simplifying the comparison process and presenting information more digestibly.

• Regarding product lifecycle and company alignment, where does this tool fit into eHealth's overall strategy? Are we looking to increase conversion rates, improve user satisfaction, or expand our user base?

Why it matters: Aligns our improvements with broader business objectives. Expected answer: Primary focus is on improving user satisfaction to drive word-of-mouth growth. Impact on approach: We'd emphasize features that enhance ease of use and clarity, potentially at the expense of advanced functionality.

• Considering external factors, how does our tool currently compare to competitors in terms of ease of use for seniors? Are there any standout features or approaches in the market we should be aware of?

Why it matters: Helps identify opportunities for differentiation and industry best practices. Expected answer: Competitors are using simplified language and step-by-step guided experiences. Impact on approach: We'd look to incorporate guided experiences while finding unique ways to simplify complex information.