Health insurance plans can be difficult to understand and compare, and Medicare coverage is no exception. Capital BlueCross wanted a new, dramatically simplified and easy to understand website for presenting it’s SeniorBlue line of options. A series of “slides” on the landing page describe the three primary options at a high level in a simple, paired-down interface, with further details for each included in stages by scrolling or navigating down the page. Information hierarchy, chunking and thoughtful content styling at the page level helps to make complex specifics understandable. Icons are used to aid in visual filtering and decision making and to lessen the need to read large quantities of text before taking action.