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For Customer Experience Professionals

Web Site User Experience 2010: Health Plans

Forrester Applies Its Web Site User Experience Review Methodology To Seven Top Health Plans

February 25, 2010

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  • By Elizabeth Boehm
  • with Ron Rogowski,
  • William Chu,
  • Rachel Zinser

Why Read This Report

Health plans have invested a lot in their public consumer-facing Web sites. But have those investments yielded consumer-friendly experiences? To find out, Forrester evaluated the public Web sites of seven leading health plans: Aetna, CIGNA, Health Care Service Corporation (HCSC), Humana, Kaiser Permanente, UnitedHealthcare, and WellPoint. HCSC's led the pack by a significant margin, but none of the plan sites achieved a passing score. The biggest barriers to user goal completion were incomplete content and functionality, lack of contextual help, and hard-to-find privacy and security policies. Because few best practices exist within the industry, plans need to look outside of the industry for best practices, follow the principles of scenario design, and communicate with members and prospects in plain language.

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Tools And Templates

Models and Calculators

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  • Overall Results For Tested Health Plans
  • Tested Plans Showed Common Shortcomings

Table of Contents

  • How Good Are Health Plans' Public Web Site Experiences In 2010?
  • Health Plan Sites Fall Short Of User Needs
  • Health Plans Should Look To Other Industries For Best Practices

  • Sharpen Your Customer Focus To Improve Self-Service Sites
  • Supplemental Material
  • Related Research Documents