What features could Surest add to its health plan comparison tool to help members make more informed decisions?

Introduction

To improve Surest's health plan comparison tool, we need to focus on adding features that empower members to make more informed decisions about their healthcare coverage. I'll approach this challenge by analyzing user segments, identifying pain points, generating solutions, and prioritizing improvements that align with both user needs and business objectives.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking Surest might be targeting a diverse user base with varying levels of health insurance literacy. Could you help me understand who our primary users are and what their typical use cases look like?

Why it matters: Determines the complexity and depth of information we need to provide Expected answer: Mix of individuals and families, varying health needs and insurance knowledge Impact on approach: Would tailor information presentation and educational content accordingly

• Considering user behavior, I'm curious about how members currently interact with the comparison tool. Can you share insights on the most common user flows and any drop-off points in the decision-making process?

Why it matters: Identifies areas of friction and opportunities for improvement Expected answer: Users compare 2-3 plans, often exit before final selection Impact on approach: Would focus on streamlining comparison and providing decision support

• Thinking about Surest's position in the market, I'm wondering how our tool compares to competitors. What are the key differentiators of our current comparison tool, and where do we see the most room for improvement?

Why it matters: Helps identify unique selling points and areas for innovation Expected answer: Strong on plan customization, weak on cost transparency Impact on approach: Would prioritize features that enhance cost understanding and personalization

• Considering the product lifecycle, I'm interested in understanding where we are in terms of user adoption and satisfaction. Can you share any metrics on user engagement, retention, or Net Promoter Score for the comparison tool?

Why it matters: Determines whether to focus on acquisition or retention strategies Expected answer: Growing user base, but room for improvement in engagement and NPS Impact on approach: Would balance new feature development with optimizing existing functionality