Increase in utilization following the relaunch.
Overview · Nayya / Choose
From completion
to guidance.
I reframed a survey-completion problem as a top-of-funnel value problem, then led two connected product shifts: making guidance useful before commitment and improving the integrity of personalized recommendations.
Situation<20% accessChoose could reach ~2 million employees. Few ever entered.
MandateMeaningful utilizationGrow use without collapsing the product into a conversion funnel.
ContributionStrategy → validationProduct strategy, research framing, design, and alignment.
DecisionMultiple routesReplace one required survey with several ways to reach guidance.
- Situation
Choose reached a potential population of approximately two million employees, but fewer than 20% accessed the experience.
- Mandate
Increase meaningful utilization without reducing the experience to a conversion funnel.
- My contribution
Product strategy, research framing, product design, validation, and cross-functional alignment.
- Decision
Move from a required survey to multiple routes to guidance.
- Evolution
Introduce targeted questions when missing context could materially change the recommendation.
Outcome
Verified results.
Utilization, engagement, and supplemental sales are kept distinct. Integrity outcomes are pending the 2026 Open Enrollment rollout.
More eligible employees entered and engaged with the experience.
Increase in supplemental health sales following the relaunch.
of users interacted with guidance from the new front door.
RoleProduct Design Lead
Timeline2024–26
StageRelaunch → integrity
FocusUtilization · Guidance · Integrity