The Challenge

UnitedHealthcare knew that users were struggling to locate content on their website. The team had several ideas about how they could better structure the site but needed guidance for determining which option would best serve their users.

The team also acknowledged the needs of internal business units, each with their own priorities. Our task was to identify the structure that worked best for both users and the business.

The Process

Centralis coordinated with the UHC.com team to compare three new ways of organizing the site: by audience type, by product line, or by phase of the insurance cycle. We created realistic tasks to target the differences among the three structures, and compared the relative success of each approach based on the behavior of real users, as calculated by our proprietary algorithm. Our results detailed the benefits of the “winning” structure, as well as highlighting areas for further refinement.

The Impact

The UHC.com team recognized the value of tree testing and engaged us to do a follow-up study to test the recommended adjustments to the chosen tree. Our findings and recommendations from both rounds of research were shared with UnitedHealthcare executives and made a convincing argument for change. The team has implemented a new site structure that better addresses both business and user needs. We are continuing to consult with UnitedHealthcare to fine-tune the new information architecture post-launch.

Our Value

Centralis managed all the logistics of this complicated project, from consulting on the architectures to monitoring the testing platform to translating the results into the design of a new site architecture. Our analysis made a positive impact on stakeholders throughout the organization.

Over the years, we have partnered with UnitedHealthcare on 100+ initiatives, enabling us to cultivate a rich understanding of the needs and desires of their customers - as well as their business.