HUMANA
EXPERIENCE TRANSFORMATION
When I joined Humana, the employer portal focused primarily on account management—payments, administrative access, employee management, and communications. While functional, the experience reflected a fragmented digital ecosystem and relied heavily on traditional agent-driven sales models.
Midway through this work, the business made a strategic decision to transform how small and medium businesses could purchase health insurance. The goal was to enable real-time online quoting, plan selection, and enrollment, eliminating the middleman, reducing operational cost, and providing pricing dynamically based on geography.
This shift introduced several challenges:
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Employer and employee journeys were disconnected
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Public-facing content varied widely across Humana.com
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Trust-building and guidance were inconsistent for a high-stakes purchase
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The organization needed to support a new B2B digital sales model, not just improve existing tools
The opportunity was not just to redesign screens, but to rethink the employer experience end to end.
THE CHALLENGE
EMPLOYER EXPERIENCE EXAMPLES
DESIGN APPROACH
I initially led UX for the employee-side experience, partnering with Product, Content, and Visual Design to iteratively shape enrollment flows using Lean UX principles. Regular, lightweight testing informed sprint-level decisions and helped the team validate complex interactions quickly.
As the initiative expanded, I shifted into a broader experience strategy role—stepping back to evaluate the employer journey holistically across marketing, quoting, purchase, and ongoing account management.
This approach included:
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Assessing inconsistencies across public-facing employer content
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Defining experience principles that emphasized clarity, trust, and guidance
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Aligning employer and employee journeys to reduce friction during enrollment
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Partnering with product and business stakeholders to connect experience decisions to conversion, adoption, and operational goals
Rather than optimizing individual workflows, the focus became establishing a coherent employer experience that could support a new digital-first sales model.
OUTCOMES
The work enabled Humana to:
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Launch an online sales funnel for small and medium businesses
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Support real-time quoting, plan selection, and digital enrollment
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Reduce reliance on agent-driven acquisition for the SMB channel
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Improve trust and comprehension during a complex purchasing decision
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Align employer acquisition and employee onboarding into a cohesive experience
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Establish a scalable foundation for continued digital growth in the B2B channel
DECISIONS I INFLUENCED
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Influenced how the employer and employee experiences were structured and sequenced within the emerging SMB digital sales funnel
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Shaped experience strategy decisions by identifying gaps in trust, guidance, and clarity across employer-facing journeys
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Determined where Lean UX testing would be most effective in validating complex enrollment flows during delivery
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Informed product and business stakeholders on how experience design choices impacted comprehension, adoption, and funnel progression
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Helped align employer-facing content and workflows to support a digital-first purchasing experience for small and medium businesses