Senior UX Designer · Moda Health
Moda Health
Senior UX Designer at Moda Health, a Portland-based regional health insurance carrier. I designed across its eCommerce and member surfaces for a mix of audiences — newcomers shopping for a plan, existing members, agents, and providers — in an industry where clarity has real consequences.
Context
Moda Health provides health insurance coverage across the Pacific Northwest. Healthcare is a hard place to design well: the products are confusing by nature, the stakes of a wrong choice are high, and the audience spans people shopping for a plan for the first time, long-time members, agents, and the providers coordinating care. My job was to bring clarity into that eCommerce and member experience.
What I did
Separated the customer and agent funnels
The path through the site had blurred new customers shopping for themselves together with agents shopping on a client's behalf, right at the point where the distinction mattered most. I restructured the funnel so each audience was routed clearly from the start, instead of discovering partway through that they were in the wrong flow.
Redesigned the individual-plan intake form
The intake flow for people shopping for an individual plan was convoluted, especially for cases beyond the default single applicant: adding a child-only plan, or adding dependents. The old form handled these poorly, and it showed as significant drop-off — shoppers abandoning the funnel at exactly those points. I rebuilt the intake around modular, mobile-responsive units that could stack and append the right UI as a person's situation changed, so adding a dependent extended the form cleanly instead of forcing people through a rigid, one-size path. The rebuild eased the friction points where the funnel had been leaking, and the investment held: the same flow is still carrying Moda's individual-plan shoppers today.
Designed for Medicare shoppers in Eastern Oregon
For the Summit Health Medicare of Eastern Oregon product, I designed with an older audience in mind, holding the work to plain-language and WCAG accessibility standards suited to seniors evaluating a health plan.
Built the research practice from zero
Moda didn't have a user-testing practice when I joined, so I established one. A primary part of that was sourcing and evaluating the tooling itself (UserTesting.com, Userlytics, and Optimal Workshop among others) to cover both quantitative and qualitative methods. From there I wrote test scripts, ran moderated and unmoderated studies and focus groups, and converted findings into product recommendations the roadmap actually adopted.
Set the model for remote UAT
I supported the design, QA, and UAT for the launch of several new products through to release: Short Term Medical, Delta Dental of Oregon and Washington, and Summit Health Medicare of Eastern Oregon. UAT itself wasn't new at Moda, but running it remotely was: I set the precedent for how to conduct UAT online, and it became the model other UAT testers followed.