Should GoHealth prioritize expanding its Medicare Advantage plan options or focus on improving the user experience of its existing online enrollment platform?

Introduction

The trade-off GoHealth faces is whether to prioritize expanding Medicare Advantage plan options or focus on improving the user experience of its existing online enrollment platform. This decision involves balancing growth through product expansion against enhancing the core user journey. I'll analyze this trade-off by examining the business context, user impact, technical considerations, and potential outcomes.

Step 1

Clarifying Questions (3 minutes)

• Business Context: I'm thinking GoHealth's revenue model is primarily based on commissions from enrollments. Could you confirm if this is correct and if there are any other significant revenue streams?

Why it matters: Helps prioritize which option aligns best with revenue goals Expected answer: Primarily commission-based with some ancillary services Impact on approach: Would influence whether expanding plans or improving UX would have a more direct impact on revenue

• User Impact: Based on the current platform, I'm assuming there's a mix of tech-savvy and less tech-savvy users. Can you share any insights on the user demographics and their comfort level with online enrollment?

Why it matters: Determines the potential impact and necessity of UX improvements Expected answer: Diverse user base with varying levels of tech proficiency Impact on approach: Would help decide if UX improvements should target specific user segments

• Technical Feasibility: Considering the existing platform, I'm curious about its scalability. How easily can we integrate new plan options without significant backend changes?

Why it matters: Assesses the technical effort required for expansion Expected answer: Moderate effort required for integration Impact on approach: Would influence the timeline and resources needed for plan expansion

• Resource Allocation: Given that both options require different skill sets, I'm wondering about our current team composition. Do we have more resources in product development or in partnership management for new plans?

Why it matters: Helps understand internal capabilities and potential bottlenecks Expected answer: Balanced team with slight lean towards product development Impact on approach: Would affect the feasibility and timeline of each option

• Timeline and Urgency: Considering the cyclical nature of Medicare enrollment, I'm thinking about how this decision aligns with upcoming enrollment periods. How urgent is this decision in relation to the next major enrollment window?

Why it matters: Determines the time pressure and potential impact on short-term goals Expected answer: Decision needed within next 2-3 months for upcoming enrollment period Impact on approach: Would influence whether to prioritize quick wins or longer-term strategies