Ambetter New Member Onboarding

Ambetter New Member Onboarding

“Success with onboarding users is putting emphasis on fostering a human connection, creating genuine warmth, and bringing users into the fold.” – Chris Savage, Wistia

Opportunity Statement

A member needs to be onboarded in the Ambetter Member experience because an educated user is a self-serving user. Today, users go through a long, linear chatbot experience inside of Amber (the Ambetter Chatbot).

Solution Statement

As a result, our solution absolutely must be easy to use, self-paced, and self-educational while not decreasing the completion rate and, if possible, creating completely personalized flows.

The Why

Designing for the plan not the platform. New users don’t sign up for your product because they are excited to learn how your product works; they sign up because they are interested in the value that you promise to deliver.

Short Term Goals

• Continue to improve a member’s self-serve capability
• Promote customized content that is relevant and specific to a member
• Ensure the right information is prioritized according to the business concerns, while also recognizing the importance of the content to the members.
• Promote education and help users understand their plans and their coverage

Long Term Goals

• Driving satisfaction and retention through Education. Updating information and setting member preferences.
• Drive payment for retention

Actions

• Identify what is crucial to an onboarding experience
• Investigate the differences in the plans to discover how the flow would need to change between them – referrals, virtual, reciprocity, PCP, etc.
• Work with compliance teams to see what we can and cannot do – check if doctors are in-network? prescriptions in-network?
• How do the Welcome Carousel and the prompter and Onboarding work? Are they all-in-one now?
• What crosses over with renewals?

Designing

A lot of this project was solving for the quickest and most understandable way to give the member all they needed to get started in their medical insurance. Lots of testing, iterations, limitations, and changes went into building our first year with an onboarding experience outside of a chatbot.

Task

UX Research/Analysis, UX Designer, UI Designer, Content Writer, Illustrator