CCHP, the Chinese Community Health Plan, serves San Francisco’s diverse population with accessible, affordable health coverage rooted in cultural understanding. With decades of service in healthcare, CCHP needed a digital transformation to better serve members online—across devices, languages, and life stages. SFWP Experts partnered with them to redesign their web presence, implement an intuitive quote engine, launch a claims portal, and improve search visibility for key healthcare services
Project Overview
Industry
Healthcare · Insurance
Services
Web Design, Web Development, Content Strategy, UI/UX, SEO/SEM, Insurance Quote Engine, Claims Portal Development
Challenges
Language & accessibility gaps
The legacy site lacked bilingual support and wasn’t compliant with modern accessibility guidelines
Complex forms & workflows
The quote and claims processes were opaque and largely offline, deterring new member acquisition and delaying service
Fragmented user experience
Seniors, families, and small business groups all required tailored digital journeys
Low organic reach
SEO was underdeveloped, and traffic from underserved communities was limited due to poor keyword targeting
Research & Discovery
We conducted usability interviews with existing CCHP members, technical audits, and analyzed top queries in local search. Key findings:
Trust starts with clarity
Health insurance buyers—especially first-timers—needed simplified copy and visual cues to feel confident
Mobile was non-negotiable
Over 65% of users accessed the site via mobile, yet drop-off rates were highest on mobile quote forms
Localization was critical
Chinese-language content was fragmented and machine-translated in parts, hurting clarity and trust
Speed and transparency drove conversion
Members wanted self-serve access to quote, enroll, and file claims—without needing to call
Solution
Bilingual UX & Content Strategy
Created a fully bilingual (English & Traditional Chinese) site architecture with human-translated content
Developed user personas for seniors, young families, and small employers to tailor navigation and CTAs
Simplified healthcare terminology with plain-language microcopy and helpful tooltips throughout the site
Insurance Quote Engine & Claims Portal
Built a real-time quote engine for Medicare Advantage, individual, and group plans, optimized for mobile input
Designed a secure claims portal with clear status tracking, submission confirmation, and document uploads
Integrated HIPAA-compliant workflows and audit trails, ensuring security and regulatory compliance
Web Design, Dev, SEO/SEM
Developed a modern, responsive site with inclusive imagery and warm visual tones
Implemented local SEO strategy to target queries around “affordable healthcare SF” and “Chinese health insurance plans”
Improved Core Web Vitals across all primary pages to support Google ranking and accessibility
Responsive Design
Every module—from quote generation to benefits comparison—was optimized for mobile-first access. Seniors could enlarge type and toggle between languages with ease, while families could submit claims on-the-go. Key journeys like “Find a Plan” and “Submit a Claim” were benchmarked for speed and clarity across 15+ device sizes
Outcome
69
decrease in mobile form abandonment rate
356
increase in monthly quote completions
54
reduction in bounce rate on Chinese-language pages
153
growth in monthly local organic search traffic
