- Increased conversation rate on Welcome page to core activation funnel from <30% to >90%
- Improved completion rate across all steps in registration
Context & background
Project overview
Our product was experiencing significant drop-off at each step of the activation flow, beginning with reaching the welcome page. Of course to provide members with value, it's crucial they first register and log in.
Challenge & opportunity
To address the bounce rate at each step, the team investigated and provided solutions to increase activation and expedite first-time user logins. Driven by a need for swift implementation, I adopted a lean and efficient approach to my design process and delivery.
Problem discovery
Welcome Page
My initial assessment was that the current landing page lacked credibility, trust, sufficient information for prospective members and fails to align with the new mission and brand personality cultivated within the company experience overall. These factors can be very influential for prospective members.
Original activation welcome page
Eligibility verification and account creation
The current activation flow had five steps, but the final two—a two-question survey—were unnecessary and didn't personalize the experience. Additionally, the flow suffered from a lack of clear hierarchy, with CTAs often buried below the fold and hard to find.
One of five steps required in Activation
Uncovering and synthesizing pain-points
From Member Services
Members frequently called in confused about what DUOS is, after receiving their email or printed mailer invitation.
Members struggle to identify the correct member ID to use for eligibility verificaiton.
Analysis from Full Story
Most users abandoned the Welcome page to click the About DUOS link, taking them out of the Activation funnel.
Members using a unique URL and verifying with their Date of Birth had higher success rates than those using a generic URL and health plan member ID.
Members have to switch and move out of the registration process and into their email to verify their account and log in.
Technology
Another major issue was incorrect URLs in the initial welcome email, which needed urgent remediation.
Visual representation of activation funnel metrics in Full Story
Goals and objectives
Increase the number of prospective members getting to the Welcome page
Ensure correct personalized URLs are sent, as they significantly boost success rates by leveraging existing member information, potentially doubling success. While this was not an area dependent on design, it was critical to getting more ‘swings’ inside the activation funnel.
Build trust, transparency and credibility, starting with the Welcome page
The Welcome page, crucial for funnel success, needed redesigning to clearly showcase the product's functionality and value.
Reduce friction in the core activation steps
Applying UX best practices would reduce distractions, show only essential fields, use clear copy and provide progress feedback.
Design execution
Welcome page redesign
Drawing inspiration from successful landing pages and content strategies of other websites helped us craft the perfect narrative for our redesigned welcome page.
Collaborating with Brand and Marketing was crucial for achieving the right tone, voice and consistent messaging across channels.
Applying vibrancy to the visual design resulted in a more welcoming and engaging design, as it was revealed during an unmoderated A/B concept test.
Using existing design system styles and components cut development time to less than half a sprint.
In a future iteration, there are plans to implement FAQs and testimonials as a way to build social proof.
Improvements to eligibility verification and account creation
Streamlining data collection, providing clear copy/instructions and reinforcing the partnership with the member’s health plan were top priorities for improvements.
We reduced the survey questions to just one and moved it to the front as a 'soft welcome' step, used to introduce DUOS. However, this was removed in a future iteration once the new Welcome page went live.
Verifying eligibility now with your Date of Birth—an inherently easier piece of information to remember than your member ID.
Confirming eligibility and reinforcing our partnership with a member’s health plan.
Because overhauling the “Magic link” account verification step was not an option, we focused on providing clear instructions for next steps.
Solution Impact
Increased conversation rate on Welcome page to core activation funnel from <30% to >90%
Improved completion rate across all core steps (eligibility, account setup and email verification)
Previous design and development work on the design system helped increase velocity and time-to-value for our team
Valuable collaborations with Brand, Marketing and Member Services would open the door to more partnership with future projects