BEFORE
KICKING OFF
Planning A Lasting System
I started by conducting stakeholders interviews and quickly realized that each team had different priorities and visions for the onboarding. To move forward, I wanted to facilitate alignment from stakeholders on cross-departmental touch points that were contributing to onboarding delays.
Using data from internal interviews and user shadowing, I drafted a service map, which captured the onboarding journey from a birds-eye view, and allowed us to discuss our target zones in the service.
I validated the hypothesis that a revised onboarding flow had the potential to optimize employee workflows and the customer experience significantly. The team also aligned on what we wanted to prioritize cross-functionally. We were not simply designing screens; we were building a lasting system.
UNDERSTANDING USERS
Strategic User Research
Due to limited time and research resources, I had to be strategic with user research. Rather than initiating a new project, I combined existing website analytics with my own qualitative insights from the kick-off interviews. On the analytics end, I started by tracking device types, access points, and browsing patterns.
From shadowing 12 onboarding calls, I learned that the same questions came up consistently across all calls (e.g., insurance coverage). I collected the most frequently asked questions to formulate the content and flow of the onboarding. By optimizing for what users found most important, we were creating a more resistance-free onboarding process.
MARKET UNDERSTANDING
Innovation that works
With the greater range of Telemedicine services available from the last few years, I wanted to look at how other companies were approaching their onboarding. During this phase, rather than finding patterns, I identified a few things that I wanted to avoid in our design.
Virta
Nourish
Weight Watchers
Teladoc
DESIGN PRINCIPLES
Leading with empathy
Health and nutrition are incredibly personal aspect of a person's life. Through user research, we validated that it is pertinent to the customer experience to find care that attends to not only their medical but psychological needs. I wanted to embed that philosophy into the design.
Humanized
How do we preserve the human element in the onboarding without the Discovery Call?
Informative
How might we empower users so that they feel confident going to the next step?
Simple
How might we de-complicate the intake paperwork?
Empathetic
How might we address negative emotions that users may have?
Fast
How might we decrease the current wait times?
Logical
How might we decrease redundancy so that users do not have to repeat themselves?
INTRODUCING
SOLUTION 1
Personalized Matching
According to historical data, the best predictor for user retention was satisfaction with their dietician. I designed a matching flow that would pair new clients based on their medical needs and preferred treatment style. Using an existing tagging system, we created a V1 of the matching algorithm.
SOLUTION 2
Instant Insurance Verification
The insurance verification process was manually done by a team. Since there was no centralized database, it was difficult to verify users who had insurance that covered the service. In the new onboarding, users from the top 5 States would be able to get their insurance verified right away, decreasing the time from upwards of three weeks to zero.
SOLUTION 3
Closing The Loop: Sign Up
With matching and insurance verification completed instantly, we could have users complete their onboarding directly.