[Placeholder] Member onboarding redesign
A faster health-insurance enrolment — fewer screens, clearer microcopy, and verification pushed to the end so members see progress before giving up.
Context
A regional health insurer saw member enrolment stall in week two: completion hovered at 62%, and support tickets clustered around the identity-verification step. The team had already tried smaller tweaks — nothing moved the needle.
Problem
The seven-step wizard made members feel they were starting over on every page. Microcopy assumed a reading age too high for the plan’s actual population. Verification sat at step one, the point of highest abandonment.
My role
I led the redesign end-to-end: discovery with members and support agents, information architecture, visual design, and a prototype used for usability testing with eight participants across two rounds.
Process
Research surfaced that members wanted momentum before being asked to prove anything. We moved verification to the final step, chunked the form by purpose rather than by data type, and rewrote every label and error message for Grade 6 reading.
Key decisions
Combine the two shortest steps so progress feels earned. Replace password creation with a magic link to defer effort to later. Show a “what happens next” panel on the final screen so verification lands as completion rather than as a gate.
Outcome
Completion lifted from 62% to 84% in the first quarter. Support tickets about enrolment dropped by half, and time-to-first-claim fell by nine days on average.