Express Scripts Registration & Account Setup

Goal: Design a registration process characterized by simplicity and ease of completion, incorporating guided instructions and support at every step.

My Role

I was the lead designer for the project, for both responsive web, IOS and Android, working alongside a content strategist and researcher for the design, and then partnering with development to bring it to life.

Results

By asking users to complete their account preferences during registration, we got a 6000% increase in responses. Around 90% completed the process, with 72% choosing paperless delivery and 77% preferring more relevant email information about their prescriptions.

Phase I: Account Registration

Challenges

  • The existing one-page registration posed difficulties for members to understand and input requested data.

  • Member friction arose when they had to locate their memberID outside the process, causing disruption.

Project Goal

  • Simplify registration with guided instruction and a compassionate tone.

  • Design a new UI and introduce functionality for easier connection to pharmacy benefits.

Initial Research

To understand user comprehension of the registration flow, we tested two different UI approaches. The first presented questions in a "fill in the blank" story-like format. The second used a simple stepped flow, asking each question individually and providing instructions and reasons for each step.

Research Findings

Participants in the study thought both flows were simple and easy to understand, so we used information from both to create the flow below. We kept the step flow, but combined certain elements into sections so there weren't as many steps to go through. Participants really liked the conversational language and found it easy to understand why we were asking for the information.

Version A:
Fill in the Blank

Version B:
Simple Stepped Flow

Design

Based on the feedback from the initial study I designed a flow that would leverage a stepped approach so that we could effectively message guided instructions without having unnecessary steps. I designed the responsive views as well as early designs for Android and iOS.

We used name, DOB, and zip code to access member benefit information, allowing us to display personalized registration details. This meant members didn't always need their prescription insurance card to register; we could show the last 4 digits of their SSN, Rx number, or ID card as options. We plan to add text verification for easier identity confirmation in the future.

Shown here are the early designs for iOS, which included camera functionality to scan prescription insurance card and turn on biometric login.

Phase II: Account Setup

User Feedback Fuels Product Development

During our research, new users told they wanted to set up their accounts immediately after registration. This would ensure we had accurate information for safe and precise medicine delivery. They emphasized the importance of correct prescription details, clear communication, and accurate delivery addresses. Based on this feedback, we created the account setup flow.

Delivery Address Information

If we have a delivery address, it is displayed. If not, the user can enter one. This address is saved and used for future checkouts.

The 3 Key Areas of Account Setup

Personal Health Information

Some users prefered detailed prescription info in emails, including drug name, prescription number, and refills. Others want this kept private. Account setup lets users choose their preferences.

Online Documents

Some people prefer to receive documents related to their pharmacy benefit plan and medications online instead of through physical mail. This option is also available during account setup.

Final Thoughts

Designing an intuitive account setup process, combined with the inclusion of essential account information, helps build trust and confidence in the experience. Given the complexities of healthcare, our goal was to provide users with a strong and seamless start, enhancing the chances of long-term engagement with the website and app.

Other Design for Express Scripts

Express Scripts Rebrand and Pre-auth Website, Communication Preferences, Tricare Website Redesign, Accessibility, Open Enrollment Redesign