[User Research] Highlight the Policy Admin Fee Waiver

1. The Challenge & Goals

Unintended Anxiety: The policy admin fee, a one-time processing cost, was a friction point in our insurance acquisition funnel. We could waive this fee, but simply displaying a "$0.00" line item on the pricing page was confusing users. The challenge was to redesign the UI to communicate the waiver's benefits without confusing users.

Project Details

2. Research & Hypothesis

• Qualitative Insight: Initial user testing (via UserTesting.com) showed that 60% (3 out of 5) of participants were confused by the $0.00 policy admin fee, seeing it as an unknown charge rather than a benefit.
• Hypothesis: Intentionally showing the policy admin fee as being waived (e.g., crossing out the fee or using more explicit benefit language) would reduce user anxiety and positively impact enrollment rates.

3. Testing & Validation

• Qualitative Validation: A high-fidelity prototype was tested on UserTesting.com, resulting in 100 (5 out of 5) users clearly identifying the waived fee.

• Quantitative A/B Test: We launched an A/B test on Optimizely to measure the actual business impact.

4. Key Results & Impact

The new design variation successfully reduced friction and drove enrollment:

• Enrollment Completions: Increased by 3.68% (@ 28% statistical significance).
• Billing Page Success Rates: Increased by 2.09% (@ 1% statistical significance).
• Business Impact: This change is expected to drive 1,000 additional enrollments per year.

5. Key Takeaway

I learned that the inclusion of a seemingly neutral value $0.00 in the pricing UI created anxiety and negatively impacted enrollments. By shifting the focus from the price (dollar value) to the benefit (the waiver), we solved a user-perception problem that yielded tangible business results.

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