Health Plans for Member Acquisition
Healthcare is a high consideration product, and many people had questions about what would be included in a Forward membership. In order to highlight the benefits and features, we created a funnel on our website guiding people through a series of questions about their health. We assigned scores to each question, and offered personalized plans detailing how Forward’s services could improve their health.
Company » Role » Year
Forward » Senior Designer » 2022
Competitive Analysis
We explored similar competitive products and conducted extensive user research before building any designs. One key realization was more questions often lead to more engagement—as long as the questions were relevant and informative.
Less Can Be More
Given this flow has over 40 questions, we reduced any unnecessary animations and kept the transitions quick and efficient. The question screens are designed to get input from people going through the flow so we can build them a customized health profile and plan based on the information provided.
We included a progress tracker with different sections for questions, results, and plans, that way people can visually see where they are at and how much is left.
With the user in mind, we knew we had to provide a few breaks from Q+A. Based on the answers they provided, we would show dynamic screens with statistical information visualizing how they compare to the national average, or how much changing their behavior could impact their health. User research showed these to be a valuable addition to the overall flow.
Health Scores
Going into this flow, we informed users they would be receiving four health scores based on their answers. Working closely with our Forward Doctors, we assigned scores to every answer, with an ideal range between 88–100 and an average score between 60–70.
People we interviewed would equate the scores to credit scores, and instinctually want to know how to improve their score. We provided a breakdown of how the score was calculated, adding transparency and trust to the process.
Forward Health Plans
The plan breakdowns offered a complete overview of what services Forward can provide members—think of it as a personalized feature page. We tied the entire flow together by pairing specific answers with product offerings, ensuring that all features would be included in a membership. The questions and confusion about Forward’s membership were drastically reduced after users completed this flow. Additionally, they saw increased value and intent to purchase.
