UI/UX Case Study — VitalCareOne.com

Client: VitalCareOne.com
Industry: Healthcare Savings & Benefits Platform
Focus: Website Redesign for Usability, Clarity & Conversion-Focused UI/UX

Background & Context

VitalCareOne.com offers healthcare savings programs that provide access to discounted dental, vision, hearing, prescription pricing, and mobile diagnostic services through an online platform and provider network across the U.S. Users can also price medications online and search for providers in their area. vitalcareone.com

The current site offers a mix of information about programs and services but suffers from content fragmentation, unclear user paths, and UX obstacles common to healthcare benefits portals. This reduces clarity and can negatively impact user engagement and conversion.

Project Goal

Redesign VitalCareOne.com with a UI/UX that:

  • Improves clarity of what the program offers and how it works

  • Makes key user actions intuitive and easy to find

  • Provides a seamless, trust-building experience

  • Supports users with varying levels of health literacy

Challenges Identified

1. Mixed Target Audiences

The site serves multiple users — individuals seeking savings, brokers, caregivers, and healthcare shoppers — but currently doesn’t guide them into distinct, intuitive paths. vitalcareone.com

2. Content Overload without Clear Hierarchy

Information about savings tools, benefits, and tools like online prescription pricing is buried in dense text blocks with similar visual weight, leading to user confusion and a lack of clear next steps. vitalcareone.com

3. Weak Visual Priority on Core Actions

Key actions like pricing medications, finding a provider, and getting started are not visually emphasized, reducing potential conversions and increasing time-to-task. vitalcareone.com

4. Limited Trust Signals

Healthcare savings and benefits platforms require visible credibility cues (endorsements, partners, secure processing), which are currently underutilized on the site. vitalcareone.com

UI/UX Redesign Strategy

1. Define User Personas & Primary Tasks

Personas Developed:

  • Healthcare Shopper: Wants to price meds and find provider savings

  • Caregiver/Family Member: Searching benefits and program enrollment

  • Health Benefits Seeker: Interested in understanding savings programs
    Each persona’s primary tasks were mapped to distinct CTAs.

2. Homepage Redesign With Clear Pathways

Features implemented:

  • Hero CTA Section — Bold buttons for “Price Medications”, “Find a Provider”, and “Get Started” so users immediately see the main journeys.

  • Service Highlights — Card-based UI showing Dental, Vision, Hearing, Prescriptions, and Mobile Diagnostics with short benefit statements.

  • Secondary Tools — A search bar or tool for pricing meds or locating providers prominently placed above the fold.

Design Rationale:
Users are immediately presented with clear decision points instead of dense blocks of text. This significantly improves scannability and rapid task identification.

3. Simplified Navigation & Site Hierarchy

Navigation Updates:

  • Primary Menu: Home | Programs & Savings | Price Medications | Find Providers | FAQs | Contact

  • Sticky Header on scroll for uninterrupted access to key navigation.

  • Visual grouping of pages so that users understand “where they are” and “where to go next.”

Outcome:
Reduced cognitive load by cutting noise and aligning navigation labels with user intent.

4. Trust & Credibility Enhancements

  • Partner Logos shown near the footer or next to benefit titles (e.g., large provider networks).

  • Security & Privacy Badges near sign-up and login sections.

  • Testimonials or highlighted member experiences for social proof.
    These build confidence and reduce hesitation for users considering signing up.

5. Accessibility & Responsive Design

  • Contrast Compliance to meet WCAG standards for readability.

  • Large Click Targets for mobile users.

  • Progressive Disclosure: Minimal content shown first with the option to expand details to avoid overwhelming users.
    This ensures that the site is accessible to users of all ages and tech abilities.

Key UI/UX Improvements

1. Visual Hierarchy & Card UI

Replaced long, similar-weight sections with visual cards that separate services and features into digestible chunks with icons and simple headers.

2. Focused CTAs Throughout the User Flow

  • “Get Pricing” buttons placed contextually on pricing pages

  • “Find a Provider” on service pages

  • “Contact Us” sticky in mobile footer for immediate help

3. Provider & Tool Integration

Embedded the prescription pricing tool and provider search module into their own dedicated interface frames, reducing confusion between reading about benefits and using the tools.

Results of Redesign (Qualitative)

• Enhanced Clarity of Purpose
Users are guided immediately to core tasks instead of being buried in information.

• UX That Supports Conversion
By redesigning navigation and content hierarchy, users can intuitively complete key tasks like pricing medications or finding providers.

• Increased Perceived Credibility
Trust signals like partnership logos and clean, professional design improve user confidence in a sensitive healthcare context.

Before vs. After UI/UX Experience

Element Before After (Redesigned)
Homepage Dense text, unclear CTAs Hero CTAs + task-oriented cards
Navigation Mixed links, unclear paths Simplified, persona-aligned menu
Trust Signals Minimal emphasis Partner logos, security badges
Tools Integration Hidden or buried Integrated prominently with clear labels
Mobile UX Crowded, hard to navigate Optimized with responsive design

Conclusion

The UI/UX redesign of VitalCareOne.com shifts the site from an information-heavy, confusing experience into a task-focused, clear, and trust-building healthcare savings platform. By prioritizing user journeys, emphasizing core actions, and structuring information hierarchically, the redesign supports better engagement and makes it easier for diverse users to achieve their goals.

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