Digital Onboarding
Background
Research showed that customers were not engaging with the website beyond a simple log-in. Stakeholders wanted something fun and interactive that motivated users to continue on with their profile. Providing critical information would enable each customer to more easily refill prescriptions and get the most out of their participation in the loyatly program. In the end the result was a win-win for both company and consumer.
Project Overview & Goals
• Identified low user engagement and incomplete profile completion as key pain points affecting user retention and personalization capabilities
• Designed a gamified user experience to increase profile completion rates by 40% and improve overall user engagement metrics
• Collaborated with product managers and developers to define user requirements and technical feasibility constraints
1. Exploration
The widget was a great example of how iteration is important. Since there wasn't anything comparable on other websites and the needs were unique, many designs were tested and reviewed with stakeholders and users to find the one that would be both fun and met business needs. Since the idea was to make the website fun, I used several different game-type interfaces to test users reactions.
I wish I still had my hand-drawn sketches! Pencil and paper is sometimes the best way to quickly find new ideas.
2. Journey Maps
An important part of the exporation process was to analyze existing user behavior data to identify drop-off points in the current registration flow. Each pain point was was identified and possible solutions were discussed with stakeholders and the dev team.
3. Wireframing
Given the complexity of integrating multiple reward mechanisms, progress tracking systems, and user feedback loops, wireframing became essential for mapping out the intricate user flows. The wireframing process allowed me to systematically work through each interaction point—from initial profile prompts to reward notifications—ensuring that every micro-interaction served the larger goal of sustained user engagement. Through iterative wireframing sessions, I was able to refine the information architecture, optimize the visual hierarchy of progress indicators, and identify potential usability bottlenecks before moving to high-fidelity designs.
4. Testing & Results
• Conducted usability testing with 12 users to refine the interface.
• A/B tested the new interface against the original, showing more than 50% improvement in profile completion
• Delivered final designs with detailed specifications and interaction guidelines for development handoff
Using Figma to prototype the design was important to show the dev team how to interact with the widget. The silder was designed to show specifically how many actions a user needed to take to complete their profile and also show where they were in the list of actions. It was a small important detail that required some thought and work.
This project reinforced the importance of balancing user needs with business objectives through thoughtful design strategy. The experience taught me valuable lessons about the nuances of gamification—specifically that successful engagement mechanics must feel authentic and provide genuine value to users rather than superficial rewards.
Moving forward, I would dedicate more time to post-launch user feedback collection to continuously refine the reward system and explore additional opportunities for meaningful user engagement throughout the platform