Content and UX

Keeping users top of mind with content that's purposeful and clear

Most users come to uhc.com with a purpose — whether that's to shop for a plan, manage their benefits, learn about health insurance, find a doctor — or any number of other reasons. 

Consider the user experience at every step

Here are some questions to think about as you write content.  
  • What’s the purpose of the page?
  • How is it distinct from any other page?
  • What action do we want users to take?
  • What do we want users to know, feel and do?

Keep it simple

  • Minimal copy — keep it short
  • Simple, everyday words — use clear, conversational language 
  • Scannable — users can find information easily
  • Strong value prop — explain why it benefits the user
  • SEO keywords — consider what users are searching for
  • Clear action — CTAs give clear, specific direction 

Know the flow

Quick tips to for a content flow that works.

Find purpose

Know what this specific page does and why 

Prioritize

Consider the hierarchy of information and the most important takeaway

Guide

Help users get where they need to go quickly

Count steps

Imagine the order users will need to take to get to the desired action 

Find point A

Know how people might land on this page 

Find point B

Know where people might go next and consider the whole experience 

Meet the children

Know if there are child pages to the page you’re working on and consider how they work as a system

Design Pattern Library for uhc.com

When writing content, consider how the copy may fit together with the style and design components available for uhc.com. If you'd like to learn more about design requirements, you can view the Design Pattern Library (DPL) for in-depth guidance on how design elements are used on uhc.com. 

Learn more about design assets for uhc.com

Be ready to deliver the best experience

Imagine being a user and ask these questions

  • Are you delivering the best possible experience? 
  • Is it friendly and easy to understand?
  • Is it scannable? 
  • Is it helping users get what they need in the most efficient way?
  • Does this content have an element of delight?

Can you answer yes to all of these questions?

Then you're on your way toward creating an excellent experience for our users. 

Related content

Questions?

Contact the uhc.com digital content team 

Stacy Bloom, Director of Content Strategy

Anne Dunning, Assoc. Director of Content Strategy and Copywriting

Shiloh Garner, Content Manager

Ronya Hassan, SEO Manager

Clark Strasburg, Content Author