Case Study
BeWell Website Redesign
Client: New Mexico’s Health Insurance Marketplace
UI/UX Design | Website Development | Content Strategy
Project Overview
BeWell is New Mexico’s health insurance marketplace. They help uninsured New Mexicans get health coverage and access tax credits. BeWell aimed to redesign its confusing website in order to prioritize users’ overall experience and increase enrollments.
The Results
Enrollments (2023 and 2024)
+
90
K
2023 Enrollments
+
0
K
2024 Enrollments
+
0
K
Increase in Total Keywords
(+10K New Keywords)
(+10K New Keywords)
+
90
%
Direct Traffic
+
20
%
Branded Keywords
(195 to 472)
(195 to 472)
+
122
%
Domain Authority Score
(38-42 DAS)
(38-42 DAS)
+
0
Challenge
In 2023, BeWell aimed to redesign its confusing website to prioritize users by improving their overall experience, and, ultimately, boosting enrollments.
New Website New Goals
- Redesign and re-platform the website to simplify the customer journey and boost conversions.
- Streamline and structure content to deliver the right information at the right time.
- Build a site that’s easy for the internal team to update while staying on-brand.
Key Areas for Improvement
1.
Use a persona- driven approach to map customer journeys, define CTAs, and create tailored landing pages based on user research.
2.
Prioritize mobile optimization, clear CTAs, and ADA compliance.
3.
Integrate sub-sites into one unified platform to streamline content and eliminate duplicates.
“Our vision was to design an uncluttered, user-friendly site to simplify health insurance and drive engagement with clear resource paths and conversion points.”
— Heather Apodaca, VP Brand Strategy
Web Skeleton
Finished Design
Our Design
We focused on high-quality imagery showing real New Mexicans, as well as a strategic typography and iconography set that would help with wayfinding throughout the site.
Bringing It All Together
The new BeWell website offers a streamlined and user-friendly experience that guides individuals to the information they need when they need it. The new site delivers on its vision through easy navigation, consistent design, and templated formats for effortless updates and maintenance moving forward.
Results
- 119K Enrollments in 2023 and 2024
- 47K Enrollments in 2023
- 72K Enrollments in 2024
- 110% Increase in Total Keywords (+10K New Keywords)
- 30% Increase in Direct Traffic
- 142% Increase in Branded Keywords
- 5 Point Increase in Domain Authority Score (DAS)
