Included Health: Getting a second medical opinion

Summary

I partnered with a product manager and a designer to redesign Included Health’s intake flow for getting members a second medical opinion. This involved cleaning up the flow’s welcome screen — the first thing members see when they enter the flow. Cleaning up the welcome screen was crucial in order to educate members about what it means to get second medical opinion and how the process at IH works.

Problem

The old welcome screen for the intake flow…

• was long and wordy

• lacked visuals

• failed to clarify who the “experts” are

Objective

My goals were to:

1. reduce the word count to avoid cognitive overload

2. clarify who the “experts”

3. add credibility to Included Health’s second opinion service

4. highlight information that’s relevant to members

My Approach

I partnered with our UX Research team to find out more about what wasn’t working in the old intake form. We learned that we could gain credibility and build trust with members by being transparent about where the medical experts came from. I took this insight to our product manager and designer, and learned that most of the experts we partner with actually come from renowned medical institutions across the United States — so I pushed for including our partners’ logos in the welcome screen. This would add credibility to our service.

Below is how we revised the welcome screen:

Results

We accomplished two things:

• Increased intake completion rate: Before the updates, only 34% of members who entered the intake flow actually completed it. After the copy updates, 72% of members who start the intake flow actually complete it. This is likely due to the welcome screen being easier to read, which means more members take the time to absorb the information and actually become aware of what the experience entails.

• Increased member satisfaction: 90% of members currently recommend the service to others — compared to 68% of members recommending the service before the changes.