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Kaiser Permanente (KP)
Shop & Enroll Journey Redesign
UX RESEARCH
PRODUCT
SERVICE DESIGN
SPONSORED PROJECT
January 2025 - May 2025. I Atlanta, Georgia
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PROJECT OVERVIEW
My team and I partnered with Kaiser Permanente’s Northern California (NCAL) region to redesign a key phase of the enrollment journey for large-group commercial members, focusing on improving clarity, usability, and decision support for young adult employees selecting employer-based health plans.
PROBLEM STATEMENT
In KP (NCAL) large-group segment, young adults (ages 26–34) struggled with complex plan information, limited personalization, and inconsistent support during enrollment, resulting in decision fatigue, poor plan matches, and ultimately, lower enrollment and retention rates
PROJECT ROLE
UX and Service designer + Researcher.I contributed across multiple phases of the project — conducting stakeholder synthesis, analyzing research data, mapping current-state journeys, and prototyping key flows. I helped conceptualize the final decision-support tool aimed at improving clarity and usability within Kaiser Permanente’s “Shop & Enroll” experience.
BUSINESS IMPACT
Through stakeholder synthesis, journey mapping, and targeted research, we identified high-value opportunities to reduce friction and improve alignment between members and health plans. The resulting interactive tool, designed to centralize and streamline the enrollment experience positions Kaiser Permanente to:
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Increase enrollment completion rates in key growth segments.
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Boost retention through better plan-member fit.
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Reduce operational inefficiencies by replacing redundant, inconsistent communication with a unified approach.
This project contains confidential details.
Please contact me: irenejacobwork@gmail.com if you want to find out more!
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