MyBSWHealth Onboarding
Role: Product Designer
Client: Baylor Scott & White Health
Year: 2021
Baylor Scott & White had started to redesign their MyBSWHealth website, and wanted a new onboarding flow to match that showed off some of their new features. They wanted to largely keep most of the features they already had like guest pay and help desk access as well. The result was a two-pronged approach: a pre-authenticated carousel that advertised major features while allowing for unauthenticated bill pay access, and a post-authenticated onboarding process that included account setup, face ID authentication and disclosure screens. New illustrations were also created to emphasize the more fun and relaxed nature of the redesign.
The Vision
While deciding what kind of onboarding we wanted to do we narrowed potential users down to two audiences: purpose-driven users that want to be fast-tracked to the benefits the app could provide and window shoppers who are just looking to discover something they make like and see if the app is worth registering for.
We wanted to create an experience that would take advantage of the latest features Baylor Scott & White had to offer and make users feel like the process was working for them and not the other way around.
The Research
While we had narrowed down the two types of users, there were still multiple entry points that we had to consider when implementing the new onboarding experience. This included six different use cases, all with different triggers and points of entry in the process.
For the MLP, we focused down on first time and existing users. We brainstormed with the team and built a journey map identifying the journey touch points, triggers, actions taken and any opportunities for personalization that could be implemented. Some key opportunity areas we identified were a pre-authenticated carousel expressing value proposition highlighting Baylor Scott & White Health's most prominent feature set and preferences survey to help customize the dashboard to show information pertinent to the user's individual needs.
The Process
At this stage we began to develop our initial idea of what the onboarding process would look like. Leveraging our research findings, we knew that the ideal solution would have to not only set users up for later success but look good doing it. Since Baylor Scott & White was in the process of a rebranding, we had to branch the current and new visuals as certain parts of their design system had already been redesigned while others were still being worked on.
Testing & Validation
To validate our findings, we conducted two unmoderated tests – one for the web experience and one for the app – using usertesting.com to facilitate and record the sessions. We wanted to assess how users felt about the number of steps involved, if they saw the value in each of them, and to identify any pain points or general usability issues. Overall we received a 90% satisfaction rate and a 99% rating on ease of use. The onboarding process was viewed favorably as it got the busy-work out of the way to make future healthcare visits quicker and easier. Users compared it favorably to patient portals that they interact with today, and stated that it was clear and easy to understand.
Key Takeaways
What started as a simple value proposition led to a deep-dive into how we could make the onboarding process for users' healthcare journey as personal as possible. The MLP stood out by highlighting Baylor Scott & White's most helpful features such as proxy management and complex search features, while also allowing the user to set up preferences on what is shown and how often new information could be relayed to them.