At HealthAssure where in addition to my Product Owner role, I also served as Product Manager for the  HA consumer platform. For the Q1 FY21 we had chosen My Health Records as the top prioritised feature for implementation. It was meant to be similar to a digital locker service for a user to store his/her consultation reports, prescriptions and other health documentation. It would ease sharing of such documents amongst family members as well as doctors. This feature would increase the engagement metrics - it was North Star for HA after we discovered 60% of our users are inactive after availing their employer sponsored consultations/health checkups.  Also, it would allow us to overtime build rich database and personalised recommendation engine.

We had to launch quickly and we felt a minimalist UI with a simple upload button and format/size constraints description should do. After 30 days of launch, while studying the Mixpanel data I realized that the bounce rate was as high as 70% for certain cohorts. It meant that 70% of certain segments of users would open the Health Records section and would leave the page. This was consistent for both the app and website. On looking at session time for such users, we figured on an average user spent 7-10s on the page before abandoning the journey.

We checked the user flow and found it was working fine from a technical point of view. We then proceeded towards the UX. Intuitively I felt, we did not provide clear communication to users about what to expect from this feature. The simple message of " document upload success" was not enough. Nothing before the journey communicated the flow steps. We felt if we could add some flowchart explaining the feature use will help. I quickly wireframed it and looped in the marketing and design team to help create the final version. It would carry the 3 steps around: select type -> upload -> share over email. We also decided to do an email campaign to our user base explaining this new feature with a relevant CTA to help them land on the page. Within 15 days we saw the bounce rate drop by almost 30%.

We then relooked at the share over email option. We felt in times of CoVID and especially looking at how doctors often now resort to messaging apps for information exchange, we added "Share on Whatsapp" option on the app (65% of new HA users came via app). We added this new development on our Push Notification and Email blast and within another 20 days we saw the bounce rate substantially decrease. The new document uploads had risen by 3x in 45 days.