I led the design of Alignment Healthcare’s Individual Enrollment experience, creating a guided, intuitive flow that made it easy for seniors to find, compare, and enroll in healthcare plans. The redesigned journey focused on simplicity, plain language, and step-by-step support to help users navigate complex choices with confidence. A critical feature was dynamic PCP (Primary Care Provider) selection, where provider options adapted based on the member’s chosen plan, affiliated medical group, the PCP’s accepted plans, and location. The design also clearly explained why these factors mattered, giving seniors the clarity they needed to make informed, confident healthcare choices without confusion or second-guessing.