Redesigning Castlight’s Employee Rewards Program for higher user engagement and increased user retention.
Castlight is a healthcare portal that helps employees make better healthcare decisions, such as finding a healthcare provider. EchoUser was brought in to improve on various sections on the site to drive user engagement and retention.
At the time, the Rewards Program lacked recurring feedback to keep users motivated enough to return and earn points. Additionally, there were usability issues that impeded the performance of the program, such as clarifying the concept of how the points are converted to HSA dollars.
First-Time User Experience (FTUX)
At first, site design that catered to first-time users was limited. Employees were led into a colossal system without clear instructions or context. As a result, the site experienced a high dropout rate from users who did not understand its value.
The final usability test for the Rewards Program suggested that both “ease of understanding the concept” and “ease of taking actions” received positive response from users (5.67 and 6 respectively on a scale of 1-7; 1 being the hardest and 7 being the easiest). We then corrected further minor issues and worked with the developer to create production-ready specs and assets.
Ongoing efforts will be to validate more concepts via A/B testing to enhance the users’ motivation of revisiting the Rewards Program. With regard towards first-time UX, we’ll also continue to validate the design through rounds of usability tests.