United Healthcare’s Website Redesign Hits a Home Run

UnitedHealthOne (UHOne), a health insurance provider facing a fragmented online footprint, partnered with New Era Technology to execute a website redesign aimed at unified branding and improved digital engagement.

The project centered on digital transformation; enhancing user experience, consolidating multiple sites, and increasing functional scalability using an enterprise-level content platform.

UHOne’s digital ecosystem presented several challenges that hindered customer engagement and internal efficiency:

• Fragmented infrastructure with multiple internal and public-facing websites causing inconsistent navigation and branding.
• Website architecture oriented toward internal structures rather than customer needs, making it hard for visitors to find the right information.

• Content limitations that restricted lead nurturing, SEO performance, and regulatory compliance requirements.

New Era Technology needed to ensure a stable, scalable website that offered the flexibility and comprehensive functionality UHOne needed to maintain multiple operations and adapt to a changing landscape quickly, and we knew Sitecore would support these goals.  

New Era Technology addressed these challenges through a coordinated, multi-faceted solution: 

• Conducted an analysis of infrastructure and system parameters required to establish an enterprise-level Sitecore Content Management System (CMS) environment with appropriate security, capacity, and operation readiness
• Planned, designed, and rolled out Sitecore environments for development, test, model, and production
• Created a platform-as-a-service model that supported microsite creation and configuration for future web properties within Sitecore.

Even though UHOne had multiple microsites, cohesion across the entire website needed to go beyond visual design to include website structure, navigation, and functionality. We also wanted to provide this cohesion in a repeatable form for future needs to build out the website. 

• Created a repeatable design and user-experience strategy that can translate to multiple sites across the Sitecore platform while allowing each site to stand out individually
• Established critical success factors for website organization, experience architecture, navigation, functionality, and visual design
• Determined mobile usage needs and parameters for responsive web design

Setting a brand identity, connecting with customers, securing search engine results, and building trust and authority requires consistent, high-quality content. However, it also needs to align with state regulations.

• Restructured existing content to utilize Sitecore's CMS capabilities and deliver personalized, modular content for customers using a variety of devices
• Laid the foundation for a "localization" approach to creating personalized content to maintain compliance with state regulations
• Developed content governance protocols that leverage Sitecore's workflow capabilities and reflect current content marketing, SEO, and device best practices
• Implemented Google Tag Manager for accurate data related to visitor activity and conversion rates

The system now acts as a monitoring system that allows caregivers to consistently monitor their patients and respond in real time to things that could otherwise be catastrophic for a patient. By being able to monitor these simple vitals, caregivers have been able to mitigate negative patient outcomes and provide interventions in a timely manner. 

• Stronger Brand Experience: Cohesive visual and navigational consistency across previously disparate web properties.
• Improved Engagement: Clearer pathways for users to find content that matters most, enhancing SEO and usability.
• Business Enablement: Empowered sales and marketing teams to direct prospects to the right resources, strengthening lead capture and nurturing.
• Future-Ready Platform: Scalable CMS architecture set to support ongoing digital transformation goals.