The Medicare enrollment team wanted to expand upon their current marketing platform to drive more future members to enroll. The result was the creation of an E-Commerce Platform that expanded beyond ad leads to include 3 new landing pages coupled with email campaigns. This was a cross-functional project that brought together teams from the Government Business Division, Marketing, and UX departments.

As the lead designer for this project, I worked in tandem with my copywriter partner and our UX team for guidance. Utilizing our internal enterprise-wide design system, named Motif, I applied Anthem’s UI design elements to achieve a consistent style that was carried across all landing pages and email campaigns. This was my first UI design project at Elevance Health, allowing me to develop additional program capabilities in Sketch, Miro, and Zepplin.

Feedback from the launch was positive, with open rates well over double of the average for both healthcare and insurance industries. Click rates were 4x the average of both industries. The majority of those who signed up for emails were opened by almost half. The ad landing pages converted web form inquiries at 1.8x the rate of non-eComm landing pages.