Overview
Duration
My Role
Team
Outcome
Feb 2026 - Ongoing
Lead UX Designer
- Design (reporting to Director of UX and managing work of 2 other UX Designers),
- Engineering
- Product
- Client side: Product, Stakeholders & SMEs
A fully integrated mobile + AI experience that guides, supports, and automates key steps for consumers from eligibility to ongoing coverage.
Design Problem
The Mobile Opportunity
Consumers increasingly expect intuitive, self-service digital experiences like what they encounter in retail, banking, and other services. Mobile can be a lower cost and faster way to enable a shift to self-service and move high-volume, low complexity and high-friction interactions into guided, proactive, and always-available self-service workflows that consumers can complete on their own schedule.
Value to the company
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Creates a new customer engagement channel.
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Potential to reduce Call Center request/ticket volumes and cost.
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Offers new self-service experiences.
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Demonstrates innovation with AI-assisted chatbot.
Key Areas for consideration:
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Core understanding is that <20% of consumers claim their account after enrollment (self, agent or broker assisted); so this not only about mobile engagement, but marketplace engagement.
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Lots of potential upside. Why do consumers not feel the need to claim their account?
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What are the “Moments” in a user's journey - what are those moments?
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Can we define a value funnel?
Basic User Journey (current)
(Pre-Enrollment) Time to enroll / re-enroll → (Guest) visit exchange → guest → eligibility / savings calculator → (Consumer) browse / sign-up → (shopping) start, continue, review application → complete application → claim account → binder payment - confirmation.
North Star Funnel
Enrollment Complete → Account Claimed → Mobile App Installed → Consistent Engagement → Proactive Alerts → Self-Service → Reduced Support Call
Design Synthesis
To identify and optimize user journeys and flows for mobile, I first mapped out the end-to-end experience for web to give us a visual start-point for discussions and design synthesi.
Mapping End-to-end web journey
Key Design Decisions
Some of the key design decisions made.
Dashboard
1. Combined alert action and making the alert more prominent, based on verfications data.
2. My stuff/ Quick actions -
- Introduced a status indicator to allow the user some context before deciding which action to open.
- Added action action buttons to make the user clear what action needs to be performed
Documents upload
1. Removed an extra screen to allow user to swap tabs between different household members instead if navigating back to selected another member. Also, helps with combined action alerts.
2. Only showing user documents that are needed and removing original statuses like verified, not verified etc. as the user isn’t concerned about these and not to confuse them.
Post-submission
1. Showing the user a confirmation at the top and what to expect.
2. Providing user contextual statuses like when the document is due, when submitted etc. instead of verified, not verified.