Transcarent customer onboarding
The business objective
Transcarent is a new healthcare product that gives users the power to manage their end-to-end healthcare in a single app. We needed to deliver a homepage design in eight weeks to the development team.
The customer problem
Users have several hurdles to overcome even before coming to our product experience and once they have arrived they tend to not return resulting in low reengagement metrics. To discover how we can improve the onboarding and homepage experience we completed an initial vocabulary user study as we had a hunch that they needed help understanding product. We discovered that not only is the current homepage confuse users due to the same content being used for different intents, we also heard that the AI experience didn’t provide the guidance need to help the user begin.
Current Homepage
The current desktop, mWeb, and app experiences problems to solve:
Provide a clear understanding of where to start: Health Guide conversations.
Provide a clear understanding of where to get care: through nurse and doctor chat portals.
Education - Transcarent & employer benefits
Engagement with content
Create an experience for both the new and return users.
Improve current engagement metrics for new and return users.
Customer Journey Mapping
Below is the outcomes from a virtual card sorting session with product, design and development. This session provided clarity and cross-team alignment for opportunities and existing problems to be solved for the new customer and repeat customer.
Content Hierarchy
I needed to understand what everyone thought the priority of content should be and to get an agreement on what it should be for the new page. I proposed a simple map (top row) of what was currently on the page. I consolidated into three areas: where we were taking the user (internal/external), who was managing the task (Transcarent/Secondary service), and into content categories. From there, we discussed where everything should live and kept two goals in mind; keep the team focused on the user flow and what the user understands the job-to-be-done was.
Design Iteration One
For the new user (left) I updated the layout based on the content bucketing outcomes meeting: 1. Personalization 2. Health Guide conversations 2. Get Care now 3. Transcarent news 4. User Benefits 5. Education.
For the return user (right) I had the similar priorities but I started to look at removing the education piece and making the homepage into a centralized repository of a dashboard for current appointments, conversations, and healthcare to-do’s.
Re-alignment On Content
The team became confused over priorities after they saw the above designs, each team wanting their section to be top of mind. I narrowed in on one use case, the new user, for mobile app. Narrowing was great, as we were able to focus on content, content types, and we had a great discussion on what the goals of the page where for the user, I listed those below with the latest iterations to be reviewed next week.
Next steps from the above review (Summary):
Look at different ways to present information outside of cards.
Dive deep into the onboarding series to ensure education happens for the user before they land on the home screen.
Ensure the product tutorial includes helpful tips for the product offerings.
Look at the my benefits page for areas that we can sync with the home page experience.
Keeping the personalized at the top tied to the HG intro text with a single button streamlines and simplifies this section.
Introducing what get care now means helps create separation with the HG’s and further defines these feature benefits.
The content cards are too big and perhaps could look or be treated differently.