My role
Product design lead

Duration
~10 months across 3 phases (2023)

My impact
- Define problems through continuous discovery
- Promote data-informed design thinking
- Gather insights and generate diverse ideas
- Segment the roadmap for learning and iteration
- Introduce overall principle for branding

- Product manager: 2
- User researcher: 1

- BE engineer: 2
- FE engineer: 5

- Content designer: 1
- Analyst: 2

- QA: 1
- Delivery manager: 1

Babylon (now eMed) was a global digital healthcare and AI company that secured $1.2 billion in funding across 8 rounds. At its peak, the company had ~2000 employees worldwide and operations in 5 countries.

Babylon launched its app in the US. However, the initial registration and onboarding process struggled to meet US market needs, resulting in a low signup conversion rate and difficulties in passing insurance verification.

Business objective
We want to increase member acquisition by providing a user-centred registration/onboarding journey; which will be configurable and measurable to allow us to learn and grow with confidence in the right direction.

Product goal
Help members create accounts and complete insurance eligibility checks for access to the right services for them and their family members.

Approximately 77% of prospective members do not respond to the signup. Children in households without eligible adults have a signup rate of only 10%, 40% lower than those with eligible adults.

The current registration process is inefficient for onboarding and verifying eligible users and lacks an intuitive pathway for managing dependents’ health and accessing healthcare services.

In the early stages of the project, we interviewed and surveyed members to understand why and how they joining the service.

Onboarding is usually triggered by a health-related episode, the user discovers Babylon independently or via outreach programmes.

• Keep track of health / symptoms
• Identify health problem and learn about it
• Maintain control over healthcare
• Treat health problem
• Learn about the services

Lack of trust & understanding

Users are unsure about how our services interact with their insurance, question the value of our offerings, and seek clarity on legal compliance, leading to a lack of confidence to proceed.

HMW increase users’ motivation and knowledge of the services to allow them to onboard with confidence?

Long process

We requested too much from users and provided insufficient information about the journey, leading to user confusion.

HMW offer a secured, faster path to get to the right healthcare services?

Struggle to onboard family member

The registration onboarding journey primarily focused on the adult user, neglecting the needs of users who wish to manage the health of their dependents.

HMW help adults successfully onboard eligible dependents to our service with ease?

Characterising my design through stories -
Making it fun for better team engagement

Building an onboarding experience is like writing a love story.

I invented a fictional character to characterise our product development through love stories. This adds fun to the work process and boosts team engagement and creativity.

Each design phase is a chapter in the story, like ‘First Impression,' which discusses improving the pre-registration experience, and 'First Dance,' which covers the new registration onboarding strategy, among others.

Thank you!