Problem: Restricted & unforgiving onboarding flow

Solution: Forgiving & repeatable onboarding experience

Crafted a welcoming and forgiving onboarding experience that leveraged native features of the member platform.

Kaiser Permanente is a care consortium that offers a connected care model, both care and coverage together to support your total health and simplify your entire healthcare experience. Doctors, hospitals, and health plans are all part of one team allowing them to take an active role in helping members to stay healthy for more than 75 years.

I collaborated directly with product management, development, and research teams as a product lead for the New Member Onboarding feature of the member experience. In addition to leading all design efforts for the feature, I also led ideation workshops, designed a 3-week sprint process, conducted monthly research testing, and provided development planning as a design lead throughout the product and development process.

Deliverables & Tasks

Product audit and analysis, ideation and audit workshops, user flows and journey mapping, wireframes, clickable prototyping, product design, stakeholder presentations, design documentation, development specs and user testing leveraging a variety of testing methods

Brand

Kaiser Permanente

Role

Senior UX Designer

My Contributions
  • User Experience Design
  • User Interface Design
  • Product Strategy
  • Wireframing
  • User Flows & Journey Mapping
  • User Research & Testing
  • Product Design
  • Development Planning
01 03

Product Strategy

Members who are new to Kaiser Permanente, whether the member’s coverage has begun or in advance of starting, members are guided through an onboarding experience aimed to welcome them to the Kaiser Permanente brand with a focus on supporting first visit readiness and self-service for key healthcare topics that are most important to new members.

Goals

Provide an intuitive, seamless and guided welcome experience that engages new, returning and pre-effective members to complete key tasks to enhance their overall consumer experience.

Increase primary care physician selection and first visit scheduling because if completed it adds an average of 2+ years of membership.

Optimize digital capabilities to enable efficient access to native member features while minimizing additional development efforts.

Users

New Members

This is a first-time member and has never had coverage before now.

Returning Members

This member has lapsed in coverage for longer than 1 year.

Pre-Effective Members

They have completed their enrollment and are waiting for their coverage to start.
02 03

Low-Fi Product Designs

Using the feature requirements and product strategy, I designed an intuitive structure for a new guided onboarding flow that connected users to other native product features to confirm and update their personal information along with setting up their first appointment. This created much-needed efficiencies within development by preventing duplicate features.

03 03

Product Designs

After some early strategy and collaboration with the development team leveraging the low-fi designs, we constructed a plan for providing a more efficient solution easing development efforts and increasing scalability while creating a more intuitive member experience. We completed 4 design iterations based on the 3-week sprint plan that included constant coordination between product managers, engineer leads, research, and myself as the design lead.