Birth Control Type Reveal

Reframing a barrier into a reward.

Background

During a telehealth onboarding flow, users were asked to input their medical history. Depending on various factors, such as blood clot risks or active breastfeeding, users would be restricted to a progestin-only (POP) birth control prescription. Upon presentation of this information, users were abandoning the funnel at a rate of 50%, the largest loss point within the funnel.Using tools such as Fullstory for journey-mapping and Sprig for data collection, I determined users were exiting onboarding to do their own research on POP… and never coming back.

Problem Statement

Users are surprised to see the POP recommendation and don’t understand why it’s being recommended for them, resulting in abandonment.

Behavioral Science Principles

Must Have

Reduce Cognitive Load

The "before" state is an intense wall of text. This would startle anyone! This should be done via progressive disclosure.

Must Have

Positive Framing

Celebrate the customized result. Even if it's not what the user expected, it is specifically formulated for their needs.

SHOULD Have

Goal Gradient Effect

Highlight how close the user is to meeting their goal of getting birth control to motivate them to keep going!

Chould Have

Delight

Confetti never hurts, right?

Outcome

Due to limited resourcing (read: mass lay-offs) and shifting business priorities, this feature was not shipped. As such, there are no outcomes to report on. That said, the discovery of this feature may have lead to The Birth Control Database...

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