Expanding Access and Driving Revenue Through Inclusive Design
Redesigning the Spanish-language enrollment experience, increasing accessibility by 22% and supporting 8,000+ additional users during Open Enrollment.
Measurable business impact
I led the redesign of the Spanish-language enrollment experience to improve clarity, reduce unqualified leads, and create a more inclusive pathway into Medicare.
Accessibility & Reach
Increased accessibility by 22%, supporting 8,000+ additional Spanish-speaking users during Open Enrollment.
Revenue Impact
Drove an estimated 18% increase in revenue from higher-quality enrollments.
Lead Quality
Reduced ineligible leads by 30%, improving conversion efficiency.
Sales Efficiency
Reduced wasted sales team time by 25%, allowing agents to focus on qualified users.
Client
GoHealth
Industry
Healthcare/SaaS
Role
Product Designer
Secondary Role
UX Researcher
Timeline
2 Weeks
Location
Chicago/Remote
From translation to true accessibility
The original experience was a direct translation of the English flow, which created confusion and inefficiencies.
Data showed 82% of users completing the form did not have Medicare Parts A/B, yet were still entering the funnel.
This wasn’t just a UX issue, it was a business inefficiency impacting sales operations and revenue.
Designing for clarity in high-stakes decisions
Usability testing revealed that 100% of users were unsure if they qualified, and 4/5 found terminology unclear or intimidating.
This surfaced a critical insight: users weren’t failing the system, the system was failing to inform users.
I shifted the strategy from conversion optimization to decision clarity, ensuring users could self-identify eligibility early.
Synthesizing insights into action
Through affinity mapping and collaboration with sales teams, we identified recurring patterns:
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Users misunderstood Medicare requirements
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Eligibility was introduced too late
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Lack of guidance created mistrust
These insights informed a redesigned experience that prioritized clarity, transparency, and respect for the user’s time.
Connecting UX decisions to operational impact
This project extended beyond the user experience into operational efficiency.
By reducing unqualified leads, we:
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Improved agent productivity
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Reduced wasted call time
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Increased conversion potential per interaction
This alignment between UX and operations was critical in gaining stakeholder buy-in.
I introduced early eligibility messaging, confirmation steps, and visual cues that guided users through the experience.
Special attention was given to tone and language, ensuring users felt supported, even when they were not eligible.
Experience & interaction design
The outcome
This project demonstrated how inclusive design can function as both a growth lever and an efficiency driver, directly impacting revenue, operations, and user trust.