Case Study: Advice Center

| Case Studies / Advice Center |

Simplifying Medicare Decisions Through Guided UX

Designing a short, structured advice flow to help seniors identify the right Medicare options and connect with an advisor.

View Case Study Details

Role: UX Designer
Platform: Responsive Web
Focus: Guided flows, IA, UI patterns

The Problem

Many seniors struggle to understand which Medicare plan options apply to their situation and what steps to take next. Prior to this work, there was no clear, guided experience to help users move from uncertainty to a recommendation. The challenge was to design a simple, confidence-building flow that could gather the right information without overwhelming users.

Context

The Advice Center was created as a new experience to support Medicare decision-making. It centered around a short questionnaire, under 20 questions, designed to gather essential information and guide users toward an appropriate recommendation and advisor connection.

Constraints

Senior audience with varying comfort levels
High-stakes decision making
Need to keep the flow short and approachable
Existing design system and compliance considerations

Goals

Ask only the most essential questions
Reduce cognitive load and uncertainty
Provide a clear recommendation at the end
Support a smooth handoff to an advisor

Structuring the Advice Questionnaire

The questionnaire was designed to gather only the information necessary to make a meaningful recommendation. Questions were ordered intentionally to feel conversational, progressive, and non-intimidating.

Short, progressive questions designed to reduce friction and keep users engaged.

Creating a Clear Recommendation Outcome

The final step needed to clearly explain the recommendation and guide users toward the next action. The design emphasizes clarity, reassurance, and an easy transition to advisor support.

Final recommendation designed to reduce uncertainty and encourage confident next steps.

Supporting Navigation and Orientation

Because users were making high-stakes Medicare decisions, maintaining orientation throughout the flow was essential to reducing anxiety and preventing drop-off. The experience was designed to clearly communicate where users were in the process and what steps remained, helping them feel guided rather than overwhelmed.

Progress indicators and step-based navigation reinforced forward momentum while keeping the experience predictable and easy to follow. These UI patterns provided reassurance during the questionnaire and supported confident decision-making through to the final recommendation.

Progress cues designed to reduce anxiety and keep users oriented throughout the flow.

UX Process & Tools

Problem framing and stakeholder alignment
UX flows, wireframing, and UI pattern design
Design system alignment and collaboration

Impact & Key Takeaways

Created a clear, guided path through Medicare decisions
Reduced friction and uncertainty in a complex process
Delivered a scalable pattern for future advice experiences