Small Business Health Insurance Quote: UX case study

Project brief

Let small business owners compare and quote group health plans online, without waiting for a broker.

Solution

A guided quote owners can finish

  • One question per step
  • Prefilled business details
  • Live monthly estimates

Strategy

Replace the broker call with three design principles

One question per step, with plain-language help inline.

  • One question per step
  • Inline help
  • Save progress

Broker process

Fourteen steps, then wait for a call back.

Guided flow

Four steps, then a quote.

Owner flow

Four steps to a quote, with an agent as the fallback.

Key design step

  1. START
  2. BUSINESS INFO Key design step Business name, ZIP code, industry, years in business, tax ID
  3. Optional SAVE PROGRESS Key design step Email a link and resume later
  4. EMPLOYEES Total and eligible employees, ages, dependents
  5. COVERAGE Plan type, deductible range, network, dental and vision
  6. COMPARE PLANS Key design step Monthly premium, deductible, out-of-pocket max, doctors in network
  7. PLAN FIT? Yes: go to quote. No: talk to an agent by phone, chat or a scheduled call.
  8. QUOTE
START BUSINESS INFO EMPLOYEES COVERAGE COMPARE PLANS QUOTE SAVE PROGRESS EMAIL LINK TALK TO AN AGENT PLAN FIT? Resume Yes No • Business name• ZIP code• Industry• Years in business• Tax ID • Total employees• Eligible employees• Ages / census• Dependents • Plan type• Deductible range• Network• Dental / vision • Monthly premium• Deductible• Out-of-pocket max• Doctors in network • Phone• Chat• Schedule a call

The steps are also listed as text before the diagram.

Owner flow diagram, enlarged

Owner quote · Interactive prototype

Open full screen (opens in a new tab)

Outcomes

Self-serve group coverage for small businesses

  1. Vision setting

    Owners quote on their own, brokers support.

  2. North star prototype

    A working quote flow, ready to test.

  3. Alignment

    One reference for product, sales and underwriting.

Guided quote prototype: final quote screen
  • Higher quote completion
  • Fewer form fields
  • Faster time to first quote
  • Fewer broker callbacks