Onboarding Experience Design

Introduction

ABOUT

Frontier Health is a global marketplace that connects MedTech innovators to over 200 Healthcare providers.

GOAL

Develop a seamless onboarding experience that features the business value proposition to increase user acquisition.

Design Process

User Flow and Assumptions

User Interview Findings (n=4)

SALES, MARKETING & DISTRIBUTION

Sales cycle: No consistent sale; long-term and with multiple variables; averaging one year

Sales process: leads come from warm intros, PR, conferences (time-consuming; not scalable)

Expansion: Accessing remote market is viewed as burdensome; will defer if too much risk

Distribution:

Trials/field tests can expedite sales process.

Last-mile shipping for trials/sale is considered a key obstacle

Personas

Later Stage Startup, Operations Lead

Goal: He wants to manage distributor relationships, post-sales support, and RUO product commercialization.

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- Social mission alignment is important.

- Concerned about repairs and post-sales support.

- Trust: Prefers to develop distributor relationships in person.

Early Stage MedTech Startup, CEO

Goal: She wants an efficient and immediate way to test her product in new markets, gain feedback, and secure last-mile shipping.

- Bootstrapped with limited capital.

- Needs regional expertise.

- Requires logistical support and convenience.

User Flow - First Iteration

Goal 1: To automate the screening process

Goal 2: To increase conversion rates - set up a dashboard to keep users engaged

Goal 3: To portray FH’s value propositions authentically to increase user acquisition

User Flow - Final Iteration

Dashboard

High Touch

Who Are You Talk to a Specialist

Make an Agreement

Sign up Schedule a Call Sign OutSET UP

DASHBOARD

Sign up TEST YOUR PRODUCT

Automation Sign upUploadRequired Docs

Schedule a Call SET UP SHOPCompany

Profile

Company Profile

Wireframe to Prototype Iterations

Dashboard High TouchAutomation

Usability Test Feedback (n=6)

Overall Tone: feels too simple; “Can they work with complex, clinical devices like mine?”

“Markers of legitimacy” on landing page are important.

Easy to understand at high-level, but needs specific details; “How does it actually work?”

Would only commit to phone call after understanding value; “I need more detail to decide.”

Access to CEO appears too easy; “How small is this operation? Can they ship volume?”

What we learned How we updated

Added clinical product image (AliveCor, EKG)

Included Testimonials and Case Study preview

“How It Works”: Added geographic context and process details

“Schedule a call”: Changed “CEO” to “Specialist”

Changed playful/cursive font to business/sans-serif font

Recommendations

Create a people-driven value prop

Case Study/Demo a product being trial tested in network of clinics.

Build on credibility through social media, blogs and other channels.

Use Google AdWords for better SEO.

Expand more about the network

Data Viz of Patient Demographics, Health Clinics and their needs.

Resolve bounce back from “Schedule a Call” by adding a Contact Us form. This is also a good way to filter warm contacts from qualified customers; and continually get feedback on user needs.

A platform to contact potential network directly.

Final Prototype

https://projects.invisionapp.com/share/YWAJHKS8K#/screens