HealthEquity | HRA Page Redesign

2
Client
HealthEquity
Year
Nov. 2023 - July 2025
Site
https://tinyurl.com/3289dets

The Challenge

What Opportunity Were We Maximizing?

The HealthEquity Health Reimbursement Arrangement (HRA) page was a critical asset for attracting and converting B2B customers, but it faced significant hurdles. Despite its importance, we observed limited user engagement, a blurred value proposition, and a fundamental misalignment: B2C users often dominated a page intended for B2B.

This resulted in low activity on crucial Schedule a demo CTAs [only 1.5% desktop clicks] and overall poor content scannability, missing vital employer conversion opportunities.

My Role

Driving the Solution

My role was to lead the charge in untangling this complex user journey. I spearheaded in-depth qualitative research, conducted comprehensive design audits, and, critically, translated raw data into actionable design principles. My focus was on diagnosing the core behavioral issues and crafting a redesigned experience that would clearly guide B2B prospects to conversion, while also maintaining consistency across all B2B product pages.

The Journey

What Problem Were We Solving?

Our investigation began with rigorous Data Collection & Analysis over 6-12 months, leveraging both Google Analytics 4 and Hotjar. We analyzed device breakdowns, overall bounce rates [25.08%], and average time on page. A deep Navigation Analysis revealed users hitting the /hra and /learn/hra pages, but then struggling.

Crucially, Heatmap Analysis confirmed the low Schedule a demo CTA engagement, while highlighting the HRA Guide link as the most clicked [18.43% desktop] – a clear indicator of content value.

Recording Analysis further painted the picture: users were scrolling quickly past the fold, hesitating on CTAs, and exploring irrelevant content. This led to a precise Problem Refinement, pinpointing issues with clarity, scannability, relevance, and ineffective CTAs.

I then formulated strategic Recommendations: simplifying the headline to emphasize B2B value, drastically rearranging above-the-fold content to prioritize B2B CTAs and testimonials, integrating clear visuals, and expanding CTA options to provide diverse entry points. My focus on information hierarchy ensured immediate value communication for our target audience.

The Solution

Bringing the Vision to Life

The proposed solution focused on a streamlined, B2B-centric HRA page. We simplified complex content, utilized bullet points for scannability, and recommended increased interactivity with elements like calculators or quizzes. Critically, we redefined the layout to immediately present B2B value propositions and clear calls to action, ensuring that employers could quickly grasp the benefits and next steps.

The Impact

Quantifying Success for Users aand Business

While post-implementation metrics for this specific redesign are pending, our meticulous research and strategic recommendations were designed to significantly improve B2B engagement and conversion rates. Based on similar initiatives, these types of strategic interventions have consistently contributed to measurable improvements in client satisfaction [averaging 10% on key projects].

Our work laid the groundwork for enhanced user clarity and task completion, directly impacting HealthEquity's B2B acquisition funnel efficiency.

Reflections

Lessons Learned and Future Growth

This project profoundly reinforced the necessity of deeply understanding distinct user segments and tailoring experiences precisely. It proved the immense power of combining both qualitative [Hotjar recordings] and quantitative [GA4, heatmaps] data to uncover hidden pain points and drive strategic redesigns. The experience honed my ability to translate subtle user behaviors into high-impact design recommendations, ensuring that every pixel serves a purpose in the conversion journey.

{Key Tools} Google Analytics 4, Hotjar, Figma

{Project Type} B2B Conversion Optimization, UX Research, Web Redesign