2023-2024

Teladoc Health

Onboarding funnel redesign

As a growth team's design lead, I led design strategy by utilizing behavioral science to influence members’ behavior, to complete the registration process and boost conversion rate.

Collaboration with:
Product manager, Business Analyst, UX researcher, Content strategist, Data scientist, Native mobile & web engineers, WCAG team

UX Strategy & planning

Behavioral science

Data science

Growth

Co-leading Qualitative research

Content strategy

My approach for the project

1.
Goal for member experience

How can we utilize behavioral economics to influence members’ behavior, to complete the registration process and boost conversion rate?

2.
Expected success metrics

•Achieving a quarterly 2% increase in the conversion rate for the 'Coverage Matching' page
•3% rise in registration completion rates
•Decreasing customer support tickets related to the 'Coverage Matching' page by 2%.

Problem identificaion

•Collaborate with data science team to get identify conversion issues
•Current UX analysis to find friction
•Collaborate with marketing team to understand problems by early stage funnel

Develop design solution based on behavioral scienece

•Planning quick research x2 to validate hypothesis
•Design workshop to define design & content strategy with behavioral science
•Alignment with stakeholders in growth team and executive leadership team

Validation

•Concept testing x2 to validate hypothesis
•6 participants (3 with mental health challenges, 3 without chronic health conditions)
•60 minutes in duration
•Participants interacted with Figma prototypes

Final design delivery

•Scaling design system
•WCAG review
•Data instrument implementation
•Design Quality assurance & user acceptance testing

Problem identification

What were the problems with the existing experience

In our recent data analysis, we identified a potential increase in click-through rates by applying design thinking and behavioral strategies. Our data shows a significant user drop-off at the stage where benefits are selected to view eligible Teladoc health services. We believe that improving the click-through rate here will enhance the overall registration completion rate, as drop-offs decrease beyond this point. This improvement is now a key objective for our growth team.

Problem identification

Evaluate existing experience

I investigated the 'Select Benefits' stage of the current experience, which has the highest drop-off rate. Since our team lacked a direct channel to gather user feedback on the registration experience, as a UX lead, I outlined my hypotheses regarding potential friction points for users.

Empathize with Users' Psych: Decision Paralysis

I found that the current experience clusters all content together, making it difficult for users to decide their next steps. This absence of clear choice architecture is critical in an enrollment flow where user confidence is essential to proceed and complete forms.

Behavioral science principle

'Friction'

"When given too many options or when faced with a complex or uncertain choice, we can procrastinate or opt out of taking action. We’re hard-wired to make decisions in ways that limit the amount of cognitive effort required."

I identified that the primary barrier for members can be attributed to what behavioral science terms 'Friction.' Utilizing a behavioral design framework, I concentrated on developing solutions to alleviate this friction in the next steps.

Design solution development

How might we build clean choice architecture

To address 'Friction', I applied another behavioral science principle: 'Choice Architecture'.

'Friction'-->

1. Informative error validation
2. Provide clear visual hierarchy
3. Adding concreteness for CTAs

Adding clarity to CTAs with a concise decision tree

Considering three distinct user scenarios (having available insurance, lacking available insurance or being uninsured, and possessing a Teladoc code), let's design a clearer next step with just one call to action per screen.

Adding informative error validation & clear visual hierarchy

Let's split the content across multiple pages instead of displaying all scenarios and guides on one page. This will minimize user confusion and provide clearer calls to action. Adding error validation will also help users correct their insurance details and reduce customer support calls.

Validation

Co-led qualitative research

Lacking direct member feedback, we based our initial solutions on analysis alone. To bridge any gaps and understand participants' mental models, we planned two rounds of qualitative testing, refining our solutions based on the insights gathered.

First round

•1:1 individual interviews
•12 participants
•60 minutes in duration
•10 with specific health care needs
•2 without specific health challenges

Second round

•1:1 individual interviews
•10 participants
•60 minutes in duration
•8 with specific health care needs
•2 without specific health challenges

Validation

Learning from first round testing

We found that still there are frictions on this page that make users to hesitate to confidently move forward to next page.

“How do I know that my insurance will cover my care?”

“What’s a Teladoc code? I should Google it.”

"Do I need to determine payment at this point?”

"I want to see potential copays or cost per visit upfront"

Validation

Pivoting design solution

In response to feedback from the initial round of testing, I developed a solution incorporating two additional behavioral science principles, 'Framing' and 'Friction Cost', to create a differentiated intervention.

Framing

Whether you have a team of 2 or 200, our shared team inboxes keep everyone on the same page and in the loop.

Friction cost

People can be deterred from takig action by seemingly small barriers.

Validation

Second round testing with new concepts

Following our revised strategy, the outcome was extremely successful. By creating different variations, we gained insights into the users' mental model. Consequently, all participants favored option C, stating it was clear and instilled confidence in them to proceed to the next step.

Final design delivery

Highlight #1: UI enhancement and reduced cognitive load

•Scaling design system to expand input filed component while collaboating with design system team.
•Place the 'Teladoc code' option on the first page with a clear description, to prevent users from leaving the screen to search for it on Google.

Highlight #2: Reframed header and clearer choice architecture

•Reframe header to be less emphasized payment methods
• Remove “Teladoc code” option from the initial decision-making tree
• Give more context about what to expect next for each option

Highlight #3: Adding errorr validation to improve performace

• Improve the system with detailed error validations that clarify errors
• Display previous user inputs to correct inaccuracies.

Design development

Highlight #4: Provide clear visual hierarchy & concreteness for content

In response to the pressing need for a quick MVP launch within existing technological limits, my design approach prioritized impactful, feasible solutions. I consciously refrained from introducing new component designs that would burden the development process, especially under rigid coding requirements. Instead, I strategically aimed to enhance the mobile user experience by collaborating effectively with the design system team and planning for a phased introduction of advanced features in subsequent versions.

Design development

Exceeded expectations

Starting from the week of January 30th, we have been tracking our progress since the January 1st launch using Piwik.

56.7%-> 60.1%

Click through rate on 'Select benefits'

35%-> 37%

Registration conversion rate for the 2 weeks in a row

Validation

ANNA OH

Onboarding funnel redesign

1.
Goal for member experience