Improved and simplified messaging
10 Surveys
California residents enrolled in health plans, focusing on pain points and selection criteria
2 Personas
Collaborated with teams to create personas for human-centered recommendations
Survey Focus Areas
Ideal benefits expectations
Plan selection Criteria
Onboarding Experience
Reenrollment intentions
PCP selection experience
Provider network experience
Overall member pain points
Primary care provider selection
Key Findings
Many study participants struggled with the HMO onboarding process, and the selection of a trusted primary care provider.
Design Improvements
Design Process
Initial Process Map
Final Process Map
Design Evolution
Full-screen lightbox instead of partial window takeover for popup onboarding window
Direct and simple calls to action
Adding a benefits needs survey to provide appropriate care management recommendations
Adding a post-survey screen to thank participants for
completing the survey
Improved messaging around PCP auto-assignment
Improved call to action to schedule first PCP assignment with information about the associated $0 co-pay
Usability Testing
Note: Usability testing of onboarding mock-ups performed better than existing onboarding designs overall (however results were not statistically significant due to testing platform limitations)
20%
0%
The redesigned full screen lightbox completely eliminated user exits during onboarding
Final design
Exit Rate
Initial design
The plan strategy was developed during 2022 to address significant financial losses and improve the quality of care and the member experience by developing a new guided digital onboarding process. This was aimed at ensuring the appropriate plan selection and guiding members through their plan benefits at the start of enrollment.
I used the double-diamond design process to create and facilitated surveys, interviews, and usability studies of our member population to define and discover plan onboarding and benefit pain points. I then collaborated with the health plan's Product Strategy team, and Covered CA Portfolio Team to create a product definition that outlined the necessary capabilities for a new digital onboarding process and virtual health risk assessment.
We aligned with the health plan's Covered CA Team on the recommended onboarding flow and associated virtual health risk assessment. Recommendations were approved by stakeholders, and implemented. The product redesign produced cost savings between $5-10M from risk adjustment and improved disease management.
Solution
Results & Impact
100%
Stakeholder Approval
Enhanced
Member Experience
The redesigned digital onboarding process delivered significant cost savings and improved member experience
Cost Savings Generated
$5-10M
Disease Management
Improved
My survey research was limited to the members and member size available through the UserZoom platform, so that data is not completely representative of the product's member demographics. Next time I would place more strict filters and screening criteria to ensure we get perspectives that are representative of the member population.
Limitations
Key Learnings
This project has taught me how difficult it can be to gain diverse perspectives through a limited research budget.
I also realized how valuable qualitative data is to understanding member or customer motivations. Interviews allowed me to dig deeper into the things that influenced their purchasing behavior and improve overall plan messaging.
Back to the Top
Survey Skips
50%
Reduction
Survey completion rates improved significantly, providing better member data for care recommendations
