Streamlining onboarding flow for Medibank health covers to decrease complaints by 4k
Impact
+5.3%
customers continue to start join
1000~
Less new customer complaints
+0.4
Increase on NPS of Day 1 customers
+4%
App registration
Still in the progress to implement all the proposed changes. Currently what has been released is the first iteration of the welcome page. The data was accessed 1 month after the release.
Role
Leading & executing on the design
Team
2 Senior Designers, 1 Product Manager, 1 Engineering Lead & SMEs across business
Year & timeline
2 months, 2024
About Medibank
Medibank is one of Australia's largest health insurance providers, serving over 3.7 million members with health, travel, pet, and life insurance services, and is committed to promoting healthier and more active lifestyles.
Challenges
75% of customers drop off after viewing the cover details page.
New customers frequently report confusion over rebates and unexpected costs.
How might we help customers to be confident about the health insurance they choose?
How might we help customers to apply for rebates in-time to prevent bill shock?
Key leadership challenge
Throughout this project, I focused on three key design strategies: systematic thinking, iterative testing, and breaking down the ideal state into actionable steps.
When designing the new product details page, I led the team in creating a flexible template for all cover types—health, travel, pet, and life. We started by auditing the covers to find commonalities and key differences, while keeping customer and business goals in mind.
To refine the design, I pushed for two rounds of moderated testing to see what worked. From there, we mapped out a step-by-step plan to evolve the page toward our ideal vision.
When technical challenges arose close to launch, we had to adjust. I guided the team in pivoting quickly, using the content management system to deliver the first iteration on time without compromising the user experience.
Phase 1 - Problem Framing
Phase 1 - Problem Framing
Problems & pain-points
Journey mapping & insights digging
Collated and analysed data, insights, customer actions, pain points, and competitors into a comprehensive journey map.
Understand customers & pain-points
Gathered and synthesized qualitative research and insights on customer segments, behaviors, and pain points.
Subject matter experts interviews
Unpacked key problems, insights, and learnings from ongoing projects and existing research.
Business & Experience benchmark
Collected business and experience metrics throughout the customer journey, establishing benchmarks for FY23 Q3.
Phase 1 - Problem Framing
Prioritise problems
1.
Customers purchasing digitally have low confidence the right product was purchased.
Nearly 75% customers abandon the join flow after seeing the product details page
2.
Customers get shock for the first bill they receive - mainly because they didn’t know they need to apply for the government rebate.
6000+ complaints within 12 months to the customers service team, relate to the rebate and bill shock.
“I though I already applied for the rebate within the join form.”
3.
Button groups & check boxes are easily missed within the join form; also the mobile experience is not optimal
More than half of the customers are browsing on the mobile.
Phase 1 - Problem Framing
Future customer journey map for design direction
Mapping out the future customer journey map with the clear customer and business goals to set the design directions for the key wireframes:
- Product details
- Join confirmation page
- App dashboard
Phase 2 - Design
Phase 2 - Design
Solutions
1. Scalable product details page
Problem 1 - Customers purchasing digitally have low confidence the right product was purchased.
By showing customers the product details, benefits, our unique rewards program and other critical information in an intuitive and mobile-friendly way, customers are able to access, understand and trust the product they are looking to purchase.
Other features to increase customer confidence
Other features to increase customer confidence
Show products recently viewed
Easy access to “Message us”
Cover highlights
Collapsible content card (to be centrally author-able), etc
2. Personalised welcome page
Problem 1 - Customers purchasing digitally have low confidence the right product was purchased.
By showing a more comprehensive confirmation screen that replays their key cover information and next step, we will increase their confidence in the product they just purchased and increase completions of priority tasks like Australian Government Rebate and downloading the My Medibank app.
3. Onboarding in Dashboard
Problem 1 - Customers purchasing digitally have low confidence the right product was purchased.
Problem 2 - Customers get shock for the first bill they receive - mainly because they didn’t know they need to apply for the government rebate.
Showcasing the government rebate task as an alert would prompt customers to prioritise this as their first action when visiting the dashboard.
By clearly showcasing high-priority tasks and information, we engage customers, educate them on app features and cover benefits, and help prevent lapses.
By clearly showcasing high-priority tasks and information, we engage customers, educate them on app features and cover benefits, and help prevent lapses.
Phase 3 - Solutions Iterations
Phase 3 - Solutions Iterations
Moderated user testing & refinement
1.
Testimonials on the product details page were found to add minimal value, with customers feeling more reassured by detailed information on inclusions and exclusions, member benefits, and up-sell options.
Participants didn’t feel connecting to testimonials. They prefer to use Google review, other third-party reviews and word of mouth for a more honest opinions.
2.
Current personalised welcome page generated positive sentiment, offering clarity and reassurance through well-structured content.
Participants found the prototype's information as expected and covering the details they would check post-purchase. They appreciated the clear presentation of the information.
3.
Alerts and messages for key tasks during app onboarding were identified as needing greater visibility to better guide users through important steps.
Several participants were more likely to interact with this alert as their second action. Which suggests to highlight AGR with stronger messaging in the onboarding or purchase journey and create the sense of the urgency.
Phase 4 - Refine & measure
Phase 4 - Refine & measure
Implementation & what to measure post live
For App onboarding journey, we lack the complete set of benchmark.
To measure and iterate continuously, I establish the set of UX benchmark for us to measure and monitor.
To measure and iterate continuously, I establish the set of UX benchmark for us to measure and monitor.
Impact
+5.3%
customers continue to start join
1000~
Less new customer complaints
+0.4
Increase on NPS of Day 1 customers
+4%
App registration
Still in the progress to implement all the proposed changes. Currently what has been released is the first iteration of the welcome page. The data was accessed 1 month after the release.
Leadership Overview
Team & project leadership
I led the project by setting a clear vision, establishing design standards, and guiding the team through phases like project planning, data analysis, and visual design, ensuring cross-functional alignment (cooperation between different teams) with business and customer needs.
Cross-functional collaboration
Organized cross-team workshops that aligned business goals with customer needs, ensuring a streamlined solution and strong product-market fit.
Vision & standards
Defined the vision for the product details page and join form, simplifying content and key benefits to enhance the customer journey. Set standards for long forms, improving input field grouping and error messaging, resulting in a 15% increase in completion rates.
Lead & coach designers
Guided the team through complex project planning and coached them on research, tools, and collaboration. By assigning ownership of form sections and fostering systematic thinking, we improved delivery time by 20% and enhanced team problem-solving.
Shout out to my team for their joint effort in creating something magical!
Adam
Product Manager
Jing
Senior designer
Lily
Senior designer
Naren
Engineer lead
SMEs
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