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GABRIELLA
JACKSON
USER RESEARCH
UX DESIGN
UI DESIGN
THE PROBLEM
Membersy is a startup that up until 2021 focused solely on partnering with dental offices to provide membership based plans for dental offices. Membersy Marketplace was created as a way to generate direct revenue from patients signing up for dental plans without the loss of profits that occurred when patients signed up through a dental office, as well as a way to give patients flexibility and options in choosing their plan and provider.
THE PROCESS
I was tasked with developing a micro site explaining the purpose and function of Membersy Marketplace as well as the platform that would allow users to shop across offices and plans. The first step in this process was developing the microsite and this was done by auditing the landing pages for current dental plans. During this process, I realized that most of the dental plan’s websites did not convey a user experience that would lead towards conversions, so a complete site overhaul was needed.
Micro Site Revamp
The next step, after wireframing the new landing page was developing the marketplace. For this portion of development, I was given business needs that the platform needed to facilitate, and then translated these into wireframes and then what would become the final platform. This presented a unique challenge when designing because the amount of information needed to be displayed varied from dental plan to dental plan, and at the same time, it needed to not overwhelm users so they would select a plan and checkout. During this process market research was done by looking at a variety of industries including insurance, ecommerce, and health care providers.
THE SOLUTION + FEATURE HIGHLIGHT
While most of the functionality of the platform was based on business requirements, a major guiding force in the platforms creation was my understanding of the user. Historically most patients who sign up for plans either were heads of house holds and would be enrolling families or a retired demographic, so while the goal was to reach to a slightly younger demographic, the platform still needed to be user friendly enough to account for the historically most popular demographic.
For the platform, I chose to display each plan with a tile that showcased at a glance information pertaining to the plan, but once it was clicked on it would expand to include a more detailed view of the locations, services, and costs associated with the particular plan.
One of the most unique features requested was a compare function that would allow a user to see up to three plans at a time and display information that is usually shown in a singular collapsed tile. We did not have a budget for testing and because of the quick turn around I did testing amongst coworkers to determine that having a compare checkbox live in the corner that would activate the compare feature once two tiles were selected.
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