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Integrating One Medical & Amazon

Sr UX Designer

Integrating One Medical & Amazon

Integrating One Medical & Amazon

The Problem

The complex nature of the U.S. healthcare system, including the reliance on private insurance, has led to gaps in coverage and barriers to access for many individuals. Having to navigate the system for adequate, high-quality, and affordable medical services is challenging and usually occurs at the worst of times.

Company
Amazon One Medical
Timeline

November 2022 – February 2023 (4 months)

Role

Lead Sr. UX Designer

Tools
  • Figma
  • UserTesting
  • dscout
  • ChatGPT
  • Adobe Photoshop
  • Adobe Illustrator
TL;DR

Bringing One Medical into Amazon with pages built around the questions new members ask first, signing up 10,136 members in the first 30 days.

Discovery

Background

In July 2022, Amazon announced the acquisition of One Medical. This strategic move aims to connect more people to high-quality health services, marking the first phase of a long-term goal to address the issues of accessible and affordable healthcare.

First Phase Goals

  • Increase awareness
  • Grow memberships
  • Decrease costs
The Amazon Press Center article of 21 July 2022, headlined “Amazon and One Medical Sign an Agreement for Amazon to Acquire One Medical”, shown on a phone.

New Member Insights

Through years of listening to the concerns of potential members, One Medical identified key questions individuals often have when considering enrollment. These questions formed the basis for the solution I crafted on Amazon.

Top Potential Member Questions

  • What’s included with a One Medical membership?
  • Where’s One Medical located? Any near me?
  • Does One Medical accept [my] insurance?
The One Medical mobile site, headlined “Where healthcare happens 24/7”, with a Join now button and a photograph of a member arriving at a clinic desk.

Research

Market Research

To understand the market landscape and competitive dynamics, I found similar experiences related to memberships / Amazon. Then I audited the content to discover if there were any commonalities of what information was displayed and how it was presented. 

A Team Effort

To improve efficiency, incorporate diverse perspectives, and foster alignment within the group, I facilitated a team content mapping workshop of the market research. Participants included Product Managers, Software Engineers, Designers, Copywriters, and Legal stakeholders.

Patterns from Comparable Memberships

  1. A GoodRx Gold screen with a sharp price widget over a blurred page: a drug search, the dose, and the Gold price beside the coupon price.
    GoodRx Gold Interactive widgets for understanding benefits

    Let people try the benefit before they read about it.

  2. A GoodRx Gold screen with two member testimonials lifted out sharp over blurred portraits.
    GoodRx Gold Quotes from members

    Real members carry more weight than a feature list.

  3. An Amazon Prime screen with a Prime Day callout lifted out sharp over a blurred benefits page.
    Amazon Prime Member exclusive benefits

    Exclusivity gives the membership a reason to exist.

  4. An Amazon Prime screen with a “You may be wondering” FAQ list lifted out sharp over a blurred page.
    Amazon Prime FAQs within the page

    Answer the objections on the page, not in a help centre.

Ideation

Designing the Experience

I started the process with low-fidelity wireframes for the overall user experience, aiming to understand how individuals might anticipate discovering, evaluating, and joining One Medical on Amazon. My goal was to identify natural integration points for seamlessly and frictionlessly enhancing awareness and the enrollment path.

Branding the Interface

A challenge I faced was trying to find the appropriate balance of the Amazon and One Medical brands. Collaborating with a Visual Designer and Copywriter, I explored various degrees of each brand resulting in defining a color palette, type treatment, logo lockup, and design guidelines for the experience.

Customer interaction flow in five numbered wireframes: 1.0 an announcement on the Amazon homepage, 2.0 and 3.0 One Medical surfacing in Amazon and Google search, 3.0 the membership landing page, 4.0 enrollment, and 5.0 a welcome screen — with dashed arrows tracing the path between them.
Content prioritisation for the landing page: a phone-shaped wireframe divided into sections, each labelled with the question it answers — what is One Medical, why should I care, what is included, what does it cost — with a fold line marking what shows before scrolling.

How the Design Evolved

  1. Low-fidelity wireframes of the Amazon homepage and search, the first two steps of the customer flow.

    Low-Fidelity Flows

    I started the process with low-fidelity wireframes for the overall user experience, aiming to understand how individuals might anticipate discovering, evaluating, and joining One Medical on Amazon. My goal was to identify natural integration points for seamlessly and frictionlessly enhancing awareness and the enrollment path.

  2. The Amazon global navigation with a One Medical entry, above the landing page hero.

    A Page to Land On

    I also wanted to create the right level of awareness on Amazon of the One Medical membership. After mapping out the 'discovery phase' of the user flow, it became clear a landing page for these experiences to navigate to would be ideal.

  3. The content prioritisation map for the landing page, with a fold line and the questions each section answers.

    Content Before Pixels

    Utilizing the findings from the team content mapping brainstorm and the top new membership considerations, I drafted a recommendation of the landing page content.

  4. The final landing page hero: the co-branded lockup, headline, first-year price and Join button.

    Iterated with the Room

    I shared and iterated on both the wireframe flows and landing page content map with stakeholders of the project including Project Management, Software Engineers, Design Leadership, Brand Designer, Brand Copywriter, and Legal.

Solution

Final landing page

Five decisions the earlier sections set up — tap a marker.

The final Amazon landing page for One Medical membership on desktop and phone: a co-branded header, the headline “The doctor’s office, reimagined”, a limited-time first-year price of $144, a Join now button, and a list of membership benefits.
  1. Awareness starts in the nav One Medical takes a slot in Amazon's global navigation, with the CEO's letter banner underneath it — so the first goal, awareness, is met where people already are rather than on a page they have to find.
  2. One lockup, two brands The co-branded lockup is where the branding work landed: Amazon leads, One Medical keeps its own mark, and the two read as a partnership rather than an acquisition.
  3. The insurance question, answered early "Most insurance accepted" sits in the intro copy because it was one of the three questions prospective members asked most. It is answered before anyone has to scroll.
  4. Cost, made concrete The first-year price with the strike-through turns the "decrease costs" goal into a number a visitor can act on, and puts it directly above the button.
  5. What a membership includes The benefits list answers the most-asked question from the research, on the page itself, rather than sending people off to One Medical to find out.

Outcome

What Came of It

  • 10,136New members in the first 30 days
  • 2.8×The pre-close signup baseline
  • +40%Signups above plan
  • 2.7MLanding page visits in week one

Learnings

Looking Back

One entry point carried the launch.

About 65% of traffic came through a single navigation placement. The pages did their job once people arrived, but reach leaned on one door; more ways in would make the next launch less dependent on it.

Say where care is before the purchase.

Members who lived far from a One Medical office cancelled far more often than the rest. The pages sold the membership well, and should have made it clearer, up front, where in-person care was available.

Lock the core, keep the edges flexible.

Iterating quickly as the strategy moved was what the launch needed, but late changes created QA churn. Next time I’d bring partner teams in earlier and settle the core experience before launch week, keeping late flexibility for marketing assets.

Next project Personalizing Amazon

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