Impact & Results

• Successfully navigated legal and regulatory constraints, identifying digital optimization opportunities that reduced completion time by 30% without compromising compliance standards

• Elevated client satisfaction from 84% to 97%, while reducing completion time by 30%.

• Transformed the project’s collaborative model into a reusable framework for future cross-functional initiatives, resulting in a 100% stakeholder satisfaction rating.

Role:

Service design lead, thought partner to business organization, workshop facilitator, deliverable designer

Partners:

Product Manager, Business Ops Lead, Subject Matter Experts, Product Designers, UX Researcher, Content Designer

Activity Overview:

• Research Synthesis

• Market Research

• Problem Reframing

• Co-Creation Sessions

• Concept Sketches + Cards

• Synthesis and Iteration

Opportunity

The 10-year medical health history requirement created a massive bottleneck in the enrollment funnel. High drop-off rates represented significant revenue leakage and delayed policy issuance, requiring a strategic overhaul of the digital onboarding experience.

Approach

Recognizing that siloed workflows were stalling progress, I created a new cross-functional delivery model. I assembled and led a team of Product, Design, and Ops partners, establishing a first-of-its-kind collaborative precedent for the organization.

Why now?

• As the organization scaled, our legacy enrollment process became a primary source of client attrition. With a completion time averaging 36 minutes, we were seeing an unsustainable drop-off rate that directly impacted our acquisition targets.

Stakeholder Intake

We determined 3 core goals

• Decrease the Time to Complete from 36 minutes to 30 minutes

• Raise the Client Satisfaction Score from 84%

• Raise the First Day Completion Rate from 40%.

Establishing a Team

Recognizing that siloed departments were hindering progress, I architected a new cross-functional model, bringing Business Operations, SMEs, and Design together for the first time in the company's history to establish a unified delivery precedent.

Current State

We sifted through the research we did have to start to piece together a blueprint. One of the most difficult parts of this step was keeping track of the current state of Pre-Authorization, a digital product that was already being built and is the experience before the questionnaire.

Problem Re-Framing

I identified digital optimization levers within fixed legal constraints to ensure the new flow was both easier for the client and 100% compliant.

Concept and Narrative Creation

As a team, we thought about each piece of the experience. We thought about crazy ideas, silly ideas, and practical ideas. Based on our ideas I created a target state storyboard and 3 concept cards for us to iterate on before testing.

Testing & Iteration

After creating concept cards, we tested them with clients who had used the Medical Health Questionnaire within the past year. We conducted a survey and 1:1 interviews.

• 774 survey respondents

  • 82% had not seen or do not remember seeing the online MHQ before

• 9 user interview participants

  • Participant ages ranged from 25 to 78

  • 2 participants had positive survey responses

  • 2 participants had negative survey responses
    5 participants had neutral survey responses

After-Action Review

The success of this project—both in metrics (97% CSAT) and in culture (100% stakeholder satisfaction)—served as a proof-of-concept for integrated service design at the enterprise level. I am now focused on scaling this collaborative framework across the organization to accelerate speed-to-market for future initiatives.