Work/Grand Rounds
Grand Rounds sold a valued benefit to employers, but members struggled to use it. The CEO asked for an experience members would choose.
I was asked to lead the company-wide redesign of the member experience. This is where it started.
Complex and chronic members were the most in need, and the most likely to use the service.
We paused new market-facing features and built a service vision we could test, starting with chronic members. It covered navigation, financial guidance, and care support.
New market-facing features paused for a 14-week sprint program.
Guided vs. comprehensive onboarding, conversation vs. forms, and editorial guidance vs. quick links.
Research input: 4 primary studies, 11 external sources, 8 domain experts.
We had started down an incremental backlog. My Director of Product and I agreed it would not close the gap, so we stopped the work and reset it around three member needs: find the right care, understand cost and benefits, and get help navigating care.
Research shaped the service vision, and the design sprints tested it. From the vision, the work went two ways: releases to production and demos for sales.
4 primary studies, 11 external sources, and 8 domain experts pointed to complex and chronic members.
Find the right care, understand cost and benefits, and get help navigating care.
7 sprints, 14 prototypes, 50 sessions. 90% task success; 47 of 50 preferred the new app. Members skipped explanations they hadn’t asked for, so onboarding had to show its value in context.
From the vision, the work went two ways
Service pricing indication, a new registration flow piloted for six weeks, and homepage suggestion cards tested in an A/B test.
After we unveiled the vision at the HLTH conference, the final prototype became four end-to-end demos that generated $58M in sales pipeline.
I led the member experience direction and research agenda. The team tested mobile onboarding prototypes to learn how much to explain, what to ask, and when to ask it.
Participants skipped the introductory carousel. They wanted to explore the service before committing to an account.
Make the benefit clear where a member needs it. Let the experience demonstrate what the service can do.
People would answer questions when they understood how the information would be used.
Explain the purpose of a question and connect the answer to more relevant guidance.
Life-event questions helped people understand where Grand Rounds could help. Mental-health questions implied a service we could not yet offer.
Ask about needs the service can support. What we ask tells members what to expect.
Grand Rounds design sprints, 2018. These findings came from a six-person study of mobile onboarding prototypes. The web onboarding pilot below was a separate design and evaluation.
The web pilot introduced the service, showed members why they could trust it, and guided them to a first step.
Activation sat below 50%, and a confusing microsite hid the benefit.
Only 59.8% of 1,071 people surveyed could define a deductible.
Proceed with the barometer. Dollar-sign treatments raised stated intent for both good and above-average prices. The barometer raised intent for good-value care and lowered it for above-average prices. Service pricing indication went to production.
The price study tested 12 treatments with 3,600 participants overall. The good-price comparison used 667 control responses and 274 barometer responses. This measured hypothetical booking intent. The separate insurance-comprehension survey included 1,071 respondents.
Financial guidance and care navigation became visible actions on the homepage.
Tested in an A/B test; the result is with the production results above.
We turned the final prototype into customizable sales demos so prospective customers and delivery teams could see the future platform. The demos generated $58M in sales pipeline.
Seven sprints produced 14 prototypes. These screens show mobile ideas the team explored for onboarding, finding care, and understanding cost. Swipe or scroll each row, and select a screen to open it full size.
Each screen answers one member question: where to start, whom to see, why we recommend them, and what the visit will cost. Design by the Grand Rounds design team. Every member, doctor, and price shown is sample data.
Designers and researchers from the 17-person organization I led. They ran the Design Sprints with product, engineering, clinical, and analytics partners, and designed the prototypes and the web onboarding pilot. The results on this page are theirs as much as mine.
Brad
Helen
Japeth
Joyce
Matt
Meg
Miley
Nadyne
Nicholas
Nicole
Priyanka
Tony
Vanessa