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Health Care Industry Study 2009




                        September 2009
Agenda

                   1    About UserZoom and Key Lime Interactive (2 min)


                   2    Study Background (3 min)


                   3    Methodology and Technology (3 min)


                   4    Executive Summary (3 min)


                   5    Findings and Opportunities (20 min)


                   6    Learn more about UserZoom Self-Serve Edition (15 min)


                   7    Questions and Comments (15 min)


www.userzoom.com
About UserZoom


What is UserZoom?     International online user experience research firm.

  What do we do?      Help brands better understand their online users,
                       drive website ROI & improve business revenues.


 How do we do it?     Through a unique, web-based, on-demand software
                       application (UZ Self-Serve Edition) that empowers
                       businesses to conduct highly sophisticated online
                       research.

                      We offer both a license and research services (using
                       partners like KLI)

 Bottom line… Why   Our tool will allow you to capture & measure
       should you    critical and actionable data about your users’
     work with us?   online experience needed to properly manage
                      your business.
 www.userzoom.com
About Key Lime Interactive

                                                 Experienced market research and usability
                                                  professionals
                   Expert                             Over 10 years of consulting experience testing
                   Reviews                              Internet 500 websites and providing actionable
                                                        results
                                                      Most consultants have Masters in Human-Computer
                                                        Interaction, Psychology, Industry Engineering or
                   Remote          Focus
                                   Groups               related field
                   Usability
                    Testing                      Cross-Industry Expertise
                                                      Ability to scorecard against competition
                                                      Ability to suggest cross-industry recommendations
                                 Lab                    to improve ease of use
                               Testing           Independent Third Party
                                                      Impartial with no-hidden agenda
                                                      Ability to work with business team and developers
                                                        to “get everyone onboard”
                                                 Technology-agnostic
                                                      Can work with any solution or recommend the best
                   Customer Experience                 solution to meet your specific needs
                       Management




www.userzoom.com
Study Background


              •  Compare and contrast leading Medicare sites regarding the ease of use of locating and
                 getting rates for Medicare Supplemental Insurance / MediGap online
    Goals          • Explore top frustrations and get insights from real users currently looking for Medicare
                     Supplemental Insurance / MediGap for themselves or a relative


              •  AETNA                                    Kaiser Permanente
    Sites     •  Blue Cross Blue Shield (Anthem)          United Healthcare

              •  Must live in California, Colorado, Georgia, Maryland or Ohio
              •  Must be retiring in next 12 months or help a relative close to retirement age with health
                 and financial decisions
    Panel
              •  Must use the Internet to research health and financial decisions
              •  50% 61+ years old; 50% < 61 years old

              •  Dates: August 26 - September 10, 2009
              •  50 panelists per site
    Other
              •  Panel source: Survey Sampling International (SSI)


www.userzoom.com                                                 Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Technology: UserZoom




                     •  UZ Self-Serve watches hundreds of users as they complete directed or natural tasks.
                        Users can be located anywhere in the world.

                     •  The software compiles the data and creates top-line reports.

                     •  Usability experts then use these to create actionable recommendations


www.userzoom.com
Tasks


                   1    Learn & Explore: Please take a few minutes getting a basic
                        understanding of Medicare Supplemental Insurance and the plans
                        available with <PROVIDER>. Do NOT get a quote for Medicare
                        Supplemental Insurance and do not spend a lot of time exploring
                        the site in detail. When you feel you have an understanding of
                        Medicare Supplemental Insurance and the plans available with
                        <PROVIDER>, click ‘Success’.


                   2    Get Rate: Using the site, obtain the rate for any of the Medicare
                        Supplemental Insurance plans [A-L] available from <PROVIDER>
                        that is of interest to you. When you have found a Medicare
                        Supplemental Insurance plan, write down the rate as you will be
                        asked for it afterwards.




www.userzoom.com                                    Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Study Design                   Introduction:
                                                                   Based on what you know, how negative or positive is your image of
                                                                       PROVIDER?
                                                                   Which of the following brand attributes, if any, do you associate with
                                                                      PROVIDER?

                     Screener
                                                                   Post-task:
            N=200
                                                                   Self-Reported Success
                     Introduction
                                                                   Ease of Use
                                                                   Satisfaction with amount of time to complete task

                                         Kaiser
                                                                   What did you learn that you previously did not know?
         Aetna             BCBS          Permanente
                                                         United
                                                                   What did you like?
n-=50
            n-=50
              n-=50
          n-=50
                                                                   What did you dislike?
         Task 1            Task1:         Task 1          Task 1
                                                                   Problems or frustrations while completing task(s)

         Task 2            Task 2         Task 2          Task 2
                                                                   Wrap-up:
                                                                   Overall satisfaction
                                                                   Likelihood to purchase
                                                                   Likelihood to recommend : (Net Promoter Score )
                                    Wrap-up
                                                                   Post-task brand image
                                                                   Post-study brand attributes
                                                                   Security and Privacy Likes/Dislikes with site


  www.userzoom.com                                                         Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Poll question 1




www.userzoom.com
Executive Summary

  •     Overall, study showed that leading sites for Health Care have significant
        opportunities to enhance the online user experience for researching and
        getting online rates for Medicare Supplemental Insurance


  •     With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best
        overall experience for both the research and get quote tasks ; other sites
        had overall satisfaction below 50%


  •     All sites had low Net Promoter Scores (likelihood to recommend friend/
        colleague)


  •     All sites showed a lift in brand perception pre/post with Aetna showing
        the highest increase
www.userzoom.com                                Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Executive Summary: Opportunities

 Most panelists indicated that they were successful in completing the “Learn
    and Explore” task. However, over 40% of all panelists experienced at
    least one frustration during the “Learn and Explore” task. The top
    frustrations included:
           No information about why I should choose provider
           Terminology on site is confusing

              Process took too long / too many steps

 Frustrations for the “Get Rate” task was higher than 55% for all sites. The top
    frustrations with the “Get Rate" task were:
           Difficult to locate whereon site to get a rate/quote

           Not enough guidance in selecting coverage options
           Process took too long / too many steps

www.userzoom.com                                  Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Brand Perception: Pre/Post

                                 All sites had a positive lift in brand perception.


                            0%     10%   20%   30%    40%     50%    60%     70%       80%      90%      100%



                                                            42%                          +22%
                   Aetna
                                                                           64%




                                                                     56%
                    BCBS                                                                       +14%
                                                                                 70%
                                                                                                                     Pre-Brand Perception
                                                                                                                     Post-Brand Perception

                                                                    54%
                      KP                                                           +2%
                                                                     56%




                                                     34%                         +20%
                   United
                                                                    54%




www.userzoom.com                                                           Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Brand Pillar Metrics:
                   Pre vs. Post Differences


                   United showed a 26% increase on the ‘helpful’ attribute and maintained
                   “professional” while other sites had a decrease on these two attributes.

                   All sites showed a sharp increase in the “rude” attribute.




www.userzoom.com                                        Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Overall Satisfaction
                                      Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when
                                      researching and getting rates for Medicare Supplemental Insurance.

                   0%                 10%                 20%   30%          40%                50%                 60%




         Aetna                                                                                   48%




           BCBS                                                                                         52%




              KP                                                      32%




        United                                                    30%



Differences of 17% or greater are significant at 90% CI
www.userzoom.com                                                            Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Net Promoter Score (NPS)


                          When asked if they would recommend PROVIDER to a colleague or friend, all sites
                          had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest.



                              0    1      2      3     4      5          6          7          8          9         10
                                                                                                                              NPS
                            12%    8%    4%      2%   10%   12%        14%         8%        18%         8%         4%
                   Aetna                                                                                                     -50%
                             8%    4%    6%     10%   2%     8%        14%        10%         4%        10%        24%
                   BCBS                                                                                                      -18%
                            18%    6%    8%      4%   4%     6%         6%        16%         8%         8%        16%
                   KP                                                                                                        -28%
                            10%    4%    6%      6%   4%    22%        16%         8%        10%         8%         6%
                   United                                                                                                    -54%



                                          Detractors                                             Promoters



                                              % of Promoters                                    Detractors
                    NPS             =
         (9s and 10s)                  -
               (0 through 6)

www.userzoom.com                                            Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Task 1:
                   Learn & Explore

                     The success rate for the “learn and explore” task, although the frustration
                     rate was above 40% for all sites showing room for improvement.

                               Aetna                                       BCBS




                        Kaiser Permanente                                   United




www.userzoom.com                                      Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Usability Metrics:
                          Learn & Explore
                           Blue Cross Blue Shield had the highest mean usability scores for task 1.

                                                        1   2       3           4           5             6         7

                                                                                                 5.1
               Ease to Locate: Medicare Supplemental                                                   5.5
                             Insurance                                                              5.2
                                                                                                 5.1

                                                                                                5
                                                                                                      5.5
        Ease to Locate: Plans Available with Provider                                               5.3
                                                                                                    5.2
                                                                                                                               Aetna
                                                                                                                               BCBS
                                                                                                    5.2
           Satisfaction Time: Medicare Supplemental
                                                                                                    5.3
                                                                                                       5.6                     KP
                           Insurance
                                                                                                 5.1
                                                                                                                               United
                                                                                                 5.1
                                                                                                       5.6
     Satisfaction Time: Plans Available with Provider                                                5.4
                                                                                                 5.1

                                                                                    4.1
                                                                                           4.7
                           Interest to Pursue Further                                      4.7
                                                                                          4.6


www.userzoom.com                                                Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Blue Cross Blue Shield Liked Best:
                   Learn & Explore

                              Ease of navigation:

                              “I liked the ease of finding information directly relating to
                              the Blue Shield’s Medicare Supplement insurance.”

                              “it was all user friendly....I think even people who don't use
                              web sites a lot would be able to navigate”


                                     Comparison charts:

                                     “clearly divided options for each plan”

                                     “the graphic showing the differences
                                     between the supplemental plans”




www.userzoom.com                            Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Kaiser Permanente Liked Best:
                   Learn & Explore



                                                 Detailed content

                                                 “how detailed the information for the
                                                 different program plan were”

                                                 “very informative and very detailed”

                                                 “Loads of information”

                                                 “the site seemed to have lots of
                                                 information that I would want to return
                                                 to”




www.userzoom.com                              Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Top Frustrations:
                             Learn & Explore
                             About half of the panelists on all sites had some sort of frustration with learning
                             about Medicare Supplemental Insurance online.

                                                            0% 10% 20% 30% 40% 50% 60% 70%

                        I had no problems or frustrations
     Not enough information about why I should choose
                         provider
                         Terminology on site is confusing

                   Process took too long / too many steps
                                                                                          Opportunities
                              Information is too detailed
                                                                                                                                       Aetna
                   Difficult to find what I was looking for

             Difficult to understand information on site                                                                               BCBS

             Information is incomplete / missing details
                                                                                                                                       KP
                                      Site is disorganized

  Could not find if it was available in my area/zip code                                                                               United

                      Site was slow / encountered errors

                                    Other, please specify:


www.userzoom.com                                                    Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Poll question 2




www.userzoom.com
Task 2:
                            Get Rate


                   Aetna and Blue Cross Blue Shield had the highest success rate when panelists were
                   asked for the rate they found.




www.userzoom.com                                        Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Usability Metrics:
                       Get Rate
                    Blue Cross Blue Shield had the highest mean usability scores for task 2 as well.

                                  1        2         3         4               5               6              7

                                                                          4.5
                                                                            4.8
                   Ease of use
                                                          3.4
                                                                            4.6
                                                                                                                         Aetna
                                                                            4.6                                          BCBS
                                                                              4.9                                        KP
        Satisfaction: Time
                                                          3.4
                                                                             4.7                                         United


                                                              3.7
                                                                            4.6
 Likelihood to purchase
                                                                    4.1
                                                                   4


www.userzoom.com                                            Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Blue Cross Blue Shield Liked Best:
                   Get Rate
                                                    Online step-by-step process
                                                    “Step-by-step process was fast and
                                                    had a detailed summary of each
                                                    plan.”

                                                    “I like the online ability to get a
                                                    quote, and not have to talk to an agent
                                                    or be pushed into purchasing”

                                                    Comparison with large print

                                                    “good comparisons between plans”

                                                    “I like how the plans could be
                                                    compared side by side.”

                                                    “Gave information for different quotes
                                                    with the large print making it easy to
                                                    read it”


                                         Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com


                                                                                                             24
United HealthCare Liked Best:
                           Get Rate




Step-by-step approach to getting a rate

“The lady who spoke of the difference between the offer service was nice hearing
her explain”
                                                                                                                Many disliked/wished:
“Offered a range of plans and easy to answer questions to narrow down my                                        “Wish choice were in a
choices”
                                                                                                       side-by-side comparison
                                                                                                                chart.”


www.userzoom.com                      Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
Top Frustrations:
                         Get Rate

                     Kaiser Permanente’s panelists were most frustrated with site navigation and lack
                     of guidance.               0%   10%  20%   30%   40%  50%    60%  70%


                    No problems or frustrations


       Difficult to locate where on the site to
                   get a rate/quote

              Not enough guidance in selecting
                     coverage options                                                                                 Aetna
                                                                                                                      BCBS
       Process took too long / too many steps                                                                         KP
                                                                                                                      United
                   Inadequate instructions/help
                                                                       Opportunities

       Difficult to go back and make changes


                          Other, please specify:
                                                             Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
LEARN ABOUT USERZOOM

                   15 minute demo of the technology used to conduct this study




www.userzoom.com
More about UZ Self-Serve Edition




       100% hosted / on-demand solution

       It includes access to 2 apps:
          1.  UZ Manager (for project design management)
          2.  UZ Analytics (for data analysis)


www.userzoom.com
Easily create and manage your studies with UZ Manager




www.userzoom.com
Easily create and manage your studies with UZ Manager




www.userzoom.com
Analyze results with UZ Analytics




www.userzoom.com
Analyze results with UZ Analytics




www.userzoom.com
Analyze results with UZ Analytics: Clickstreams per task




www.userzoom.com
Analyze results with UZ Analytics:
                   Clickmaps/heatmaps per page




www.userzoom.com
Would you like a demo?
                   Contact us and we’ll offer you a chance to see and try out our technology




                   Do you have any questions?
                   We’re sure you have many questions. Don’t hesitate to contact us and
                   we’ll be glad to answer them.




                   Contact information
                   Alfonso de la Nuez               Virginie Glaenzer                       Ania Rodriguez
                   Founder & Int’l Business Dev     US Sales Director, USA                  Founder , Key Lime Interactive
                   alfonso@userzoom.com             vglaenzer@userzoom.com                  ania@keylimeinteractive.com




                    USA Office
                     UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445
   Members of
                     Key Lime Interactive: 1221 Brickell Avenue Suite 900, - Miami, FL +1 (305) 804-2930




www.userzoom.com

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User Zoom Kli Health Webinar Sep09 Vf

  • 1. Health Care Industry Study 2009 September 2009
  • 2. Agenda 1  About UserZoom and Key Lime Interactive (2 min) 2  Study Background (3 min) 3  Methodology and Technology (3 min) 4  Executive Summary (3 min) 5  Findings and Opportunities (20 min) 6  Learn more about UserZoom Self-Serve Edition (15 min) 7  Questions and Comments (15 min) www.userzoom.com
  • 3. About UserZoom What is UserZoom?   International online user experience research firm. What do we do?   Help brands better understand their online users, drive website ROI & improve business revenues. How do we do it?   Through a unique, web-based, on-demand software application (UZ Self-Serve Edition) that empowers businesses to conduct highly sophisticated online research.   We offer both a license and research services (using partners like KLI) Bottom line… Why   Our tool will allow you to capture & measure should you critical and actionable data about your users’ work with us? online experience needed to properly manage your business. www.userzoom.com
  • 4. About Key Lime Interactive   Experienced market research and usability professionals Expert   Over 10 years of consulting experience testing Reviews Internet 500 websites and providing actionable results   Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or Remote Focus Groups related field Usability Testing   Cross-Industry Expertise   Ability to scorecard against competition   Ability to suggest cross-industry recommendations Lab to improve ease of use Testing   Independent Third Party   Impartial with no-hidden agenda   Ability to work with business team and developers to “get everyone onboard”   Technology-agnostic   Can work with any solution or recommend the best Customer Experience solution to meet your specific needs Management www.userzoom.com
  • 5. Study Background •  Compare and contrast leading Medicare sites regarding the ease of use of locating and getting rates for Medicare Supplemental Insurance / MediGap online Goals • Explore top frustrations and get insights from real users currently looking for Medicare Supplemental Insurance / MediGap for themselves or a relative •  AETNA  Kaiser Permanente Sites •  Blue Cross Blue Shield (Anthem)  United Healthcare •  Must live in California, Colorado, Georgia, Maryland or Ohio •  Must be retiring in next 12 months or help a relative close to retirement age with health and financial decisions Panel •  Must use the Internet to research health and financial decisions •  50% 61+ years old; 50% < 61 years old •  Dates: August 26 - September 10, 2009 •  50 panelists per site Other •  Panel source: Survey Sampling International (SSI) www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 6. Technology: UserZoom •  UZ Self-Serve watches hundreds of users as they complete directed or natural tasks. Users can be located anywhere in the world. •  The software compiles the data and creates top-line reports. •  Usability experts then use these to create actionable recommendations www.userzoom.com
  • 7. Tasks 1  Learn & Explore: Please take a few minutes getting a basic understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>. Do NOT get a quote for Medicare Supplemental Insurance and do not spend a lot of time exploring the site in detail. When you feel you have an understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>, click ‘Success’. 2  Get Rate: Using the site, obtain the rate for any of the Medicare Supplemental Insurance plans [A-L] available from <PROVIDER> that is of interest to you. When you have found a Medicare Supplemental Insurance plan, write down the rate as you will be asked for it afterwards. www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 8. Study Design Introduction: Based on what you know, how negative or positive is your image of PROVIDER? Which of the following brand attributes, if any, do you associate with PROVIDER? Screener Post-task: N=200 Self-Reported Success Introduction Ease of Use Satisfaction with amount of time to complete task Kaiser What did you learn that you previously did not know? Aetna BCBS Permanente United What did you like? n-=50 n-=50 n-=50 n-=50 What did you dislike? Task 1 Task1: Task 1 Task 1 Problems or frustrations while completing task(s) Task 2 Task 2 Task 2 Task 2 Wrap-up: Overall satisfaction Likelihood to purchase Likelihood to recommend : (Net Promoter Score ) Wrap-up Post-task brand image Post-study brand attributes Security and Privacy Likes/Dislikes with site www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 10. Executive Summary •  Overall, study showed that leading sites for Health Care have significant opportunities to enhance the online user experience for researching and getting online rates for Medicare Supplemental Insurance •  With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best overall experience for both the research and get quote tasks ; other sites had overall satisfaction below 50% •  All sites had low Net Promoter Scores (likelihood to recommend friend/ colleague) •  All sites showed a lift in brand perception pre/post with Aetna showing the highest increase www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 11. Executive Summary: Opportunities Most panelists indicated that they were successful in completing the “Learn and Explore” task. However, over 40% of all panelists experienced at least one frustration during the “Learn and Explore” task. The top frustrations included:   No information about why I should choose provider   Terminology on site is confusing   Process took too long / too many steps Frustrations for the “Get Rate” task was higher than 55% for all sites. The top frustrations with the “Get Rate" task were:   Difficult to locate whereon site to get a rate/quote   Not enough guidance in selecting coverage options   Process took too long / too many steps www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 12. Brand Perception: Pre/Post All sites had a positive lift in brand perception. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 42% +22% Aetna 64% 56% BCBS +14% 70% Pre-Brand Perception Post-Brand Perception 54% KP +2% 56% 34% +20% United 54% www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 13. Brand Pillar Metrics: Pre vs. Post Differences United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes. All sites showed a sharp increase in the “rude” attribute. www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 14. Overall Satisfaction Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance. 0% 10% 20% 30% 40% 50% 60% Aetna 48% BCBS 52% KP 32% United 30% Differences of 17% or greater are significant at 90% CI www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 15. Net Promoter Score (NPS) When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest. 0 1 2 3 4 5 6 7 8 9 10 NPS 12% 8% 4% 2% 10% 12% 14% 8% 18% 8% 4% Aetna -50% 8% 4% 6% 10% 2% 8% 14% 10% 4% 10% 24% BCBS -18% 18% 6% 8% 4% 4% 6% 6% 16% 8% 8% 16% KP -28% 10% 4% 6% 6% 4% 22% 16% 8% 10% 8% 6% United -54% Detractors Promoters % of Promoters Detractors NPS = (9s and 10s) - (0 through 6) www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 16. Task 1: Learn & Explore The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement. Aetna BCBS Kaiser Permanente United www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 17. Usability Metrics: Learn & Explore Blue Cross Blue Shield had the highest mean usability scores for task 1. 1 2 3 4 5 6 7 5.1 Ease to Locate: Medicare Supplemental 5.5 Insurance 5.2 5.1 5 5.5 Ease to Locate: Plans Available with Provider 5.3 5.2 Aetna BCBS 5.2 Satisfaction Time: Medicare Supplemental 5.3 5.6 KP Insurance 5.1 United 5.1 5.6 Satisfaction Time: Plans Available with Provider 5.4 5.1 4.1 4.7 Interest to Pursue Further 4.7 4.6 www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 18. Blue Cross Blue Shield Liked Best: Learn & Explore Ease of navigation: “I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.” “it was all user friendly....I think even people who don't use web sites a lot would be able to navigate” Comparison charts: “clearly divided options for each plan” “the graphic showing the differences between the supplemental plans” www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 19. Kaiser Permanente Liked Best: Learn & Explore Detailed content “how detailed the information for the different program plan were” “very informative and very detailed” “Loads of information” “the site seemed to have lots of information that I would want to return to” www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 20. Top Frustrations: Learn & Explore About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online. 0% 10% 20% 30% 40% 50% 60% 70% I had no problems or frustrations Not enough information about why I should choose provider Terminology on site is confusing Process took too long / too many steps Opportunities Information is too detailed Aetna Difficult to find what I was looking for Difficult to understand information on site BCBS Information is incomplete / missing details KP Site is disorganized Could not find if it was available in my area/zip code United Site was slow / encountered errors Other, please specify: www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 22. Task 2: Get Rate Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found. www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 23. Usability Metrics: Get Rate Blue Cross Blue Shield had the highest mean usability scores for task 2 as well. 1 2 3 4 5 6 7 4.5 4.8 Ease of use 3.4 4.6 Aetna 4.6 BCBS 4.9 KP Satisfaction: Time 3.4 4.7 United 3.7 4.6 Likelihood to purchase 4.1 4 www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 24. Blue Cross Blue Shield Liked Best: Get Rate Online step-by-step process “Step-by-step process was fast and had a detailed summary of each plan.” “I like the online ability to get a quote, and not have to talk to an agent or be pushed into purchasing” Comparison with large print “good comparisons between plans” “I like how the plans could be compared side by side.” “Gave information for different quotes with the large print making it easy to read it” Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. www.userzoom.com 24
  • 25. United HealthCare Liked Best: Get Rate Step-by-step approach to getting a rate “The lady who spoke of the difference between the offer service was nice hearing her explain” Many disliked/wished: “Offered a range of plans and easy to answer questions to narrow down my “Wish choice were in a choices” side-by-side comparison chart.” www.userzoom.com Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
  • 26. Top Frustrations: Get Rate Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance. 0% 10% 20% 30% 40% 50% 60% 70% No problems or frustrations Difficult to locate where on the site to get a rate/quote Not enough guidance in selecting coverage options Aetna BCBS Process took too long / too many steps KP United Inadequate instructions/help Opportunities Difficult to go back and make changes Other, please specify: Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. www.userzoom.com
  • 27. LEARN ABOUT USERZOOM 15 minute demo of the technology used to conduct this study www.userzoom.com
  • 28. More about UZ Self-Serve Edition   100% hosted / on-demand solution   It includes access to 2 apps: 1.  UZ Manager (for project design management) 2.  UZ Analytics (for data analysis) www.userzoom.com
  • 29. Easily create and manage your studies with UZ Manager www.userzoom.com
  • 30. Easily create and manage your studies with UZ Manager www.userzoom.com
  • 31. Analyze results with UZ Analytics www.userzoom.com
  • 32. Analyze results with UZ Analytics www.userzoom.com
  • 33. Analyze results with UZ Analytics: Clickstreams per task www.userzoom.com
  • 34. Analyze results with UZ Analytics: Clickmaps/heatmaps per page www.userzoom.com
  • 35. Would you like a demo? Contact us and we’ll offer you a chance to see and try out our technology Do you have any questions? We’re sure you have many questions. Don’t hesitate to contact us and we’ll be glad to answer them. Contact information Alfonso de la Nuez Virginie Glaenzer Ania Rodriguez Founder & Int’l Business Dev US Sales Director, USA Founder , Key Lime Interactive alfonso@userzoom.com vglaenzer@userzoom.com ania@keylimeinteractive.com USA Office  UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445 Members of  Key Lime Interactive: 1221 Brickell Avenue Suite 900, - Miami, FL +1 (305) 804-2930 www.userzoom.com