Case Study: Turning Drop-Offs into Completions

The Challenge

A smooth onboarding process is key to ensuring users can access the care or services they need. However, during the intake flow, where users provide information to connect with the right resources, we noticed a significant number of users abandoning the process before completion. This was a major problem, as it prevented users from accessing the help they sought and directly impacted the company’s ability to provide value.

Our challenge was to uncover why users were dropping off, redesign the intake experience to address their pain points, and measure the success of our improvements for both users and the business.

The Approach

Discovery and Research

Analyzing Data: We began by mapping the intake process and analyzing drop-off rates at each step. This allowed us to pinpoint exactly where users were leaving the flow.

Understanding Users: Now that we understood where users were dropping off, we needed to understand why they were dropping off. We conducted user interviews and surveys to understand why they were dropping off. Insights included unclear language, too many steps, and uncertainty about how long the process would take overall.

Streamlining Steps: We consolidated redundant questions and combined multiple screens into fewer steps, reducing cognitive and the time it takes to complete the form.

Clear Progress Indicators: A progress bar was added to show users how far along they were, giving them confidence in completing the process.

Simplified Communication: We rewrote instructions and questions in plain, easy-to-understand language to eliminate confusion.

Designing a Solution

Building and Testing

Rapid Prototyping: We created wireframes and prototypes for usability testing

Iterative Improvements: We gathered feedback during testing sessions, iterating quickly to refine the design and ensure usability for a diverse range of users.

Launch and Measuring Impact

Staged Rollout: We released the updated intake flow to a subset of users, monitoring metrics closely to ensure improvements before scaling to all users

Tracking Impact: We implemented analytics to track completion rates, user engagement, and satisfaction with the new process

The Results

  • Reduced Drop-Offs: The redesign resulted in a dramatic decrease in the number of users abandoning the process. Daily drop-offs due to the intake flow dropped from 153 to 28, representing an 82% reduction in unhappy paths

  • Improved Member Experience (MX) Score: Following the feature launch, the MX Score, a key metric for user satisfaction, saw an increase from 3.11 to 3.22, indicating a meaningful improvement in how users perceived their experience

  • Faster Completion Times: The average time to complete the intake process decreased by 15%, creating a quicker, more seamless user experience.

What this Demonstrates

This project highlights the product lifecycle from end to end:

  • Discovery: Using data and user research to uncover the root causes of drop-offs.

  • Design and Development: Collaborating with cross-functional teams to prototype, test, and refine a solution.

  • Delivery: Measuring impact through key metrics to demonstrate success for both users and the company.

By combining user insights, thoughtful design, and data-driven decisions, we not only solved a critical problem but also created meaningful value for users and the business.