A robust website to educate and onboard customers to various health services plans.
Product Brief
DiscoverU Health offers concierge health services for underserved communities, blending hospitality, technology, and quality healthcare. There mission is to provide a seamless click-to-service experience, allowing customers to join flat-rate membership plans, connect with various partner providers, and schedule hassle-free visits with no copays or deductibles.
Timeline
3 months
Deliverable
Business website to apply and pay for selected health services plan
The Problem to Solve
DiscoverU Health offers a wide array of 8 to 9 distinctive membership plans, taking into account elements such as age and insurance status, and an additional employment health services system.
How can users with diverse age range and unique health insurance status understand what health service plan fits for them? How can the onboarding process aid in the selection process?
Despite the website functioning as a learning resource for the business’ membership structure, a simplified induction procedure is crucial for a painless user experience, streamlined operations, and increase business revenues.
Discovery
Research Goals
⭐ Business research: Understand business pricing and membership structure
⭐ Competitive Analysis: Explore best practices in health services membership registration
Information Organization
In my perspective, only one main action is necessary to begin the registration process in order to reduce the user’s effort of deciding which membership they qualify for and locate the right form to fill out.
Competitive Analysis
☝ Competitors’ registration forms implement straight-forward inputs for basic information and insurance status, along with payment information. However, services support or knowledge base inclusion in the form is dependent on business and customer needs.
Define
How Might We Questions
❓ How might we streamline the registration process to capture customer information and facilitate payment?
❓ How might we design an online registration form that can guide users to a qualified membership plan based on their inputs?
❓ How might we creatively ensure a user-friendly and tailored onboarding experience for diverse users?
User's Journey
There are various health services plans users can choose from. However, the user's journey should largely be the same no matter the option. Organization's journey, which constitutes a B2B communication on an external tool and has less focus on the website flow.
Design
Task Flow
In order to ensure information and experience consistencies for all users, a task flow was created to guide the different user flows. In addition, the task flow will finalize the third-party tools the company would need to consider.
User Flows
Using the task flow as the consistent guide, I ideated practical flows for how users will be directed to a membership plan payment page they are qualified for based on age and insurance status, in addition to the subsequent tasks required for enrollment.
Users will first be directed by their age because 65 and older will only have one membership plan available, assuming they have Medicare.
Users under 65 will be directed by the status of their insurance because service plan options for commercial insurance differs from Medicaid or Non-insured.
Additional flow are made for businesses or add-on concierge services
Wireframes
The following wireframes, and prototype, visualizes the user flows. Users start by clicking on either the "Sign Up" button in the navigation menu or the "Get Started" CTA buttons throughout the website.
Test & Development
Usability Test
Due to limited resources as a start up, the company decided to opt for no usability testing for the design besides testing the product's function with company's advisory board members.
The wireframe and universal website revisions notes are shared with a developer and communications was conducted over Zoom to ensure the developer is briefed on the company’s membership onboarding structure and budgets.
Tools: WordPress, WP Forms, Stripe, Affirm, Calendly, EngageBay, and Zapier
Timeline: 6 Weeks overall development time; 3 weeks for development and 3 week for testing and revisions.
Implement Feedback
❌ BEFORE
The first page of the registration form was center-aligned, while other pages were left align. WP Form does not have the ability to calculate based on only date.
✅ AFTER
Left align the form and lengthened the inputs to stay consistent with other pages and improve readability. Added another input to ask for age, allowing form to respond accordingly.
❌ BEFORE
Insurance input section is too confusing according to the company's founder and development team. There are three input areas users can interact with and the question requesting insurance type and name is not clear.
✅ AFTER
Turned the section subheading into a question. Have only one dropdown input for user to respond to the question.
Depending on user's selection, the form will expand to request for more relevant information.
❌ BEFORE
According to the developer, WP Form can not support the custom code for my UI designs. Therefore, the payment summary can not be developed unless users are redirected to a third-party finance tool.
✅ AFTER
Following the selection component design from previous pages can improve learnability. Multiple choice toggles is used for users to view all membership options or add-on services.
Final Product
The product is developed on WordPress with the help of a developer to connect information and payment inputs to third-party programs, such as Hubspot and Affirm. The resulting design of the onboarding website have some discrepancies from the prototype due to WordPress development limitations.
During the registration forms development, I was also tasked to review past usability testing results of the universal website and redesign the website. I ensured the information and experience in the website is consistent with user's expectations as they enter the onboarding process.
Solutions to Problems
Users can input their age and insurance status to arrive at their qualified membership, reducing the need to navigate the complex membership structure.
Business operation needs are fulfilled by integrating payment merchants, scheduling, and CRM tools.
What to improve on:
→ Utilize a different web development builder (possibly Webflow) to accommodate business needs and improve user interactions.
→ Conduct a formal usability testing with members and advisors in order to obtain feedback on missing necessities.
