How It Was Done: Remedy
protects people from overcharges that stem from medical bill errors and saves the average family over $1,000 per year.
Remedy came to us with the question of how they could increase the conversion rate of users to save money.
- Having a hard time getting users to add credit card information after signing up.
- Email updates are the main form of communication with users.
- Email open rates are >80%.
- Tried changing onboarding flow before, unsuccessfully.
# Current Flow Analysis:
Remedy's onboarding flow allowed users to sign up for the service without adding a payment method, leaving users in a limbo state where they were signed up, but could not actually use the service.
(The reason for this was because of the cost assoicated with having Remedy assign a team member to look over & contact a user's health care provider, hospital, & insurance.)
EMAIL OVERVIEW This was the first email that users would receive after signing up.
UNCLEAR EXPECTATION SETTING One of the early issues I found was that the emails that were being sent out after a user signs up setup an expectation that they were done, and no further steps were needed.
LACK OF CLARITY Remedy doesn't have the most straightforward model for letting their users understand how much they'll pay.
NO CLEAR CALL-TO-ACTION Considering that the email still hasn't told the user to do anything, they're getting mixed messages about being done.
EMAIL OVERVIEW This secondary email would be sent to remind the user to add a payment method.
PERCEIVED EFFORT The best thing for Remedy to do with an email that idicates they've been working hard is showing exactly how much effort they've put into obtaining medical information on the user's behalf.
NO CLARIFICATION OF BENEFITS How do we exepct a user to justify adding a payment method (a potentially large loss), without them seeing any benefits since signing up?
LACK OF GOAL GRADIENT It's important to show your users that they're this close to being done signing up, and reaping all the benefits they spent signing up for.
# Design Process
Four key insight that I worked on incorporating into the redesign were:
- Goal gradient - Reveals to your user all of the work you've both completed by this point in the process.
- Perceived effort - Shows your users how much you've done for them already, and what they would be losing out on by not continuing.
- Clear call-to-action - Makes it easy to understand why your user received this email, and what to do next.
- Outcome benefits - Puts the user in a 'gain' mindset, rather than a 'loss' mindset of having to give their payment information to you.
VISUALIZING EFFORT Working through different visualizations of showing togetherness and effort of Remedy to help their users.
OVERVIEW OF COMMUNIQUÉ Storyboarding out what the user's interactions with Remedy are, and what potential issues may be at differing points.
ITERATION After internal validation & external testing, I worked through how to address each issue in iterations of the design.
# Redesigned Product
The first part of the redesign involved updating the style & content of the emails in order to incorporate persuasive nudges to users who hadn't yet added a payment method.
NEW INTRODUCTION EMAIL The newly redesigned email.
CLARIFIED CALL-TO-ACTION This new design clarifies several points quickly for the user: that action needs to be taken, a clear, active choice to make, and the effort that they've already put towards completing their account.
The second part of the redesign focused on improving the way the Remedy communicated how their product worked to users with clear, concrete language regarding pricing.
BELOW THE FOLD The bottom of the email was used to clarify how Remedy (and billing) works. Another call-to-action was added for quick conversions of users who needed more convincing.
The final redesign consideration was related to the way that emails were sent out to new users, because of the long delay between first sign up and account readiness.
REMIND THE USER Over two months from first sign up until tangible benefits are available!
# Closing Thoughts:
This project served as a helpful reminder of the fact that your communication with your users can be as important as the actual interface. With the amount of distraction available nowadays, it's important to consider every aspect of your product.