Guided Member Welcome · Member onboarding
Helping new members start with confidence.
A first-run experience that turns complicated benefit choices into clear, reassuring next steps.
Healthcare
Product design
Onboarding
Impact at launch
01
19% more engagement with kp.org’s member portal than Guided Member Welcome 1.0.
02
200,000+ unique visitors used Guided Member Welcome 2.0 in its first months.
03
30% of all new online primary-care selections came through the new welcome flow.
The VISION
Foster a meaningful long-term relationship with Kaiser Permanente – increasing member satisfaction, building engagement, and strengthening members’ perceived value that Kaiser Permanente contributes to their total health and well-being.
Deliver an easy, seamless, personalized, and multi-channel digital guided welcome experience, that engages new and pre-effective members early to complete key actions:
finding their care teams
making their first appointment
reviewing key benefits
Which will enhance their consumer experience and allow them to maximize the value and benefits of their KP membership.
Objectives
Proactively guide new members through early and on-going engagements (e.g., select PCP, transfer Rx, understand benefits)
Increase new member registration within 90 days
Increase new members who select a Primary Care Physician (PCP) online within 90 days
Increase new members who schedule their first appointment within 90 days
Increase new members who complete transfer Rx within 90 days
Reduction in new member related calls
Increase self-service (time efficiency)
Reduction in voluntary termination rate
Challenges
Move away from a proprietary, closed GMW flow and complete tasks where the functionality natively lives on KP.org
Establish a progress tracking framework to dynamically track when tasks have not been started, not applicable for the member, skipped or completed
When sending members to other areas of KP.org (non GMW flow) to complete tasks, GMW would like to use a 'new member' variable or flag to hide unwanted portions of the native UX to create a cleaner workspace for members and minimize easily exiting the GMW guided experience.
Allow Pre-effective members (PEM) to be treated the same as new members. Allow additional entitlements to PEM so they can complete the same GMW experience as new and returning members prior to their effective date.
The progress tracking framework should also support the ability to report and initiate reminders to members who have unfinished tasks to encourage completion.
Best Practices
Focus on the user’s goal
Understand your user/customer.
Remove the frictions
Identify what is not essential to perform key actions
Customize onboarding.
Personalization gives user confidence that it is for them.
Few steps, very clear.
Show a few steps at a time, if possible break into smaller tasks.
Competitive Analysis
Looked at the competition to
Competitive Analysis
Looked at the competition to
RFS – Releasable Feature Set
Features phased-in in sets
Linear, ie: can’t schedule your first appointment before you pick your PCP
Each set builds upon the prior
Redesign
Hi-Fi Comps
Progress indicator
Ability to skip tasks
Ability to come back to skipped tasks
Show list of completed tasks
Since release of Guided Member Welcome 2.0
67% of Rx Transfers started in GMW Hub
The first day of each month will have an influx of new members whose membership just started. This explains the spikes on 10/1/21 and 11/1/21.
Increased engagement with kp.org Inner Door by 19% over GMW 1.0.
200,000+ unique visitors (as of 10/25/2021)
30% of all new PCP selections made come from GMW 2.0
67,628 reviews of contact information
49,545 reviews of member information
Since release of Guided Member Welcome 2.0
Increased engagement with kp.org Inner Door by 19% over GMW 1.0.
200,000+ unique visitors (as of 10/25/2021)
30% of all new PCP selections made come from GMW 2.0
67,628 reviews of contact information
49,545 reviews of member information
Future iterations keep building on prior
