Telehealth Onboarding

Fighting for conversion in a post-rebrand crisis.

Background

Imagine walking into a rebrand + everything that could go wrong in a rebrand: a name taken by another company, users aren't informed, and equity is down the drain. Aside from storytelling the rebrand, we needed to establish trust through quality rather than a UI reskin.

Problem Statement

Conversion through the onboarding funnel dropped 50% post-rebrand, and increased a negligible amount through marketing and storytelling efforts.

Experiments

Must Have

Explain Every Question

Given the sensitivity of the health history, it's important users know exactly how us collecting each piece of their info will support their end goal.

Must Have

Yes or No

Embrace the habit-loving tendencies of humans by structuring the questions in a way that are predictable and easy to answer.

Must Have

<3 Freebies

Update the checkout page to remind users what they're getting, and then some.

Should Have

Floating CTA

Ditto the habit thing. Hitting "Next" should be nothing more than muscle memory.

Could Have

Progress Bar

While a debate in the UX/UI world, progress bars are a great way to excite users about reaching their final destination. It's worth an AB test!

Won't Have

We Have Answers

While a chatbot was entertained, it was ultimately not the right business decision at the time of exploration.

Service Selection

Geo Verification

Simplified Pronouns

Sign Up Steps

Clean and Supportive

Simplified Answers

Yes/No Questioning

POP Recommendation

Checkout View

142%

The increase in conversion rate after implementation of the successful experimental conditions.