A couple of years ago I needed a new health plan ahead of the yearly enrollment period. Lured by impressive branding and a slogan on a subway advertisement, I logged onto the homepage of a well-known insurance company. This company, well known for pedaling a “fresh†approach. Unfortunately, did not deliver this brand promise. My digital experience on their platform was marred by a labyrinth of confusion. After toggling through menu after menu, I struggled to find what I needed and left the site, and this insurance company lost a potential customer. Now, technically there was nothing wrong with their…
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