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SUMMARY

Presbyterian Health Plan — New Member Welcome Experience

YEAR:    2024

ROLE:    UX Product Design & Strategy

CONTRIBUTION:    UX • UI • UX Research • UX Strategy

THE BRIEF

PROBLEM

New members receive numerous mailed documents detailing plan benefits, care access, and other information. However, these materials fail to effectively prompt members to create an online account. As a result, members miss opportunities to pay bills, transfer prescriptions, find providers, and utilize other online features to self-serve.

BUSINESS GOAL

Each year, Presbyterian Health Plan welcomes new members, many of whom do not register for an online account to manage their healthcare needs. To increase online engagement and promote self-service, the New Member Business Team aims to utilize members' mobile phone and email contact information to raise awareness and encourage account creation. This initiative seeks to empower members to access care, manage health-related information, and leverage digital tools for a seamless healthcare experience.

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PRODUCT MARKETING / GROWTH

COMMUNICATION CHANNELS

Mobile Text / SMS

Push Notifications

Email Marketing

Counter Cards

Product Marketing

ID Card Stickers

To support product marketing and growth we analyized and strategized around the different communication channels avalible to the business and marketing teams. Push notifications, email campagins, in office counter cards, and preplaced removeable stickers on ID cards that drive users to set up online accounts and more.

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USER TESTING

User testing was conducted on both mobile and desktop experiences to confirm that users understood the value proposition and what they would expect their experience to be for each call to action. 98% of users were able to easily understand and complete each task with minimal to no friction.