Behavioral Segmentation

Behavioral segmentation is a method for grouping consumers in terms of their willingness and readiness to engage, the comfort level they have with online interactions, and the support they need.

Design Principles

Design principles are grounded in user needs and serve to inspire creative solutions to address those needs.

Research Insights

The Research phase ot the project produced a variety of insights about the difficulties of health care coverage in general, the challenges consumers bring to the interaction, and how the system contributes to these challenges.