Fortune 100 Healthcare System
Designing a first-year experience that reflects meaningful coverage and care.
For an integrated Fortune 100 healthcare system, first impressions matter. The first year of coverage and care is where trust is built, expectations are set, and decisions about long-term membership are made.
But even with best-in-class systems and smart teams in place, the experience wasn’t living up to the brand’s promise. Registration was clunky. Messaging felt disconnected. And new members often found themselves lost in a system that wasn’t built around them.
Our client came to us with a clear ambition:
Reimagine the first-year experience from the outside in and move closer to 100% retention.
Co-creating a system that feels more human
This wasn't just a concept. It was a deep partnership grounded in service design, systems thinking, and a shared belief that healthcare can and should feel more personal.
Together, we reframed the experience around real member needs — not assumptions, not workflows, but the actual questions, behaviors, and blockers new members face every day.
Brought cross-functional teams into working sessions to align around a shared vision.
Developed more than 100 versions of each touchpoint to ensure close to 1:1 personalization using a combination of behavioral triggers, smart segmentation, and velocity scripting.
Enabled cross-channel orchestration, including the ability to anticipate and course correct when members encounter an issue.
Elevated the member experience with pre-effective communications and a one-click account creation, increasing digital access by streamlining the experience.
Service Design enables us to both visualize the future experience and plan how the people, processes, and technology need to change and respond to make it work.
The redesigned experience led to a 12x increase in member engagement.
The village
Service Design isn’t something you solve in a silo, it takes a village. Every circle you see above represents the cross-functional collaboration it took to reimagine this experience. Some circles were entire departments, others just a few key individuals, but all played a role. Everyone had a voice, and that was by design.
While embracing broad input, we also prioritized clarity so decision-making was intentionally streamlined. That balance (inclusive, yet focused) is what allowed this large healthcare system to move fast and stay human-centered.
This collaborative approach created a better onboarding experience while laying the foundation for ongoing innovation.
By fostering shared ownership and open communication, our client built a scalable service design process that can adapt and grow alongside member needs.
