Progyny | Self-service app for members
Transforming fertility care from advocate-led to digital-first.
My role
Senior Product Designer
Responsibilities
Product strategy • UX design • User research • Cross functional collaboration
Goals
Empower members to independently access information and complete basic tasks
Reduce reliance on Patient Care Advocates for routine questions and workflows
Establish a scalable foundation for a digital-first member experience
RESEARCH METHODS
To identify the highest-impact self-service opportunities, I conducted research with members, Patient Care Advocates, and PCA leadership.
Research activity
Goal
PCA call shadowing
Understand real member questions
PCA interviews
Identify recurring support themes
PCA leadership interviews
Understand operational challenges
Member interviews
Understand needs and expectations
Survey & mixpanel data
Usage and reactions to current portal
Usability testing
Validate proposed solutions
Top 3 research insights
Members frequently contact PCAs with basic, common questions and requests that they can't resolve online.
Benefit coverage, billing, and Smart Cycle questions are common topics.
Members need transparency and guidance throughout treatment.
THE OPPORTUNITY
Modernizing Progyny's call centric user experience for a digital-first market
The member portal was under-developed, offering limited support for the tasks and information members needed most. We saw an opportunity to transform it into a more useful, self serve experience that could empower members to get what they need digitally with ease.
This transformation would be a huge win for members, who may find it challenging, time consuming or just inconvenient to call a PCA during work hours.
A truly self serve digital platform is also a huge win for the business, as we can reduce strain on the PCA team, reduce tickets, keep our PCA team headcount flat and avoid those overhead costs.
PRODUCT DIRECTION
Shifting calls into quick clicks
We focused on helping members independently access information, complete common tasks, and better understand their benefits and treatment journey.
Guiding product vision
Transparency
Benefits
Billing
Smart Cycles
Task completion
Medical forms
Pay bills
Find providers
Guidance
FAQs
Reimbursement steps
Cost calculator
SELF SERVE TRANSFORMATION
Empowering members to accomplish primary tasks in the app
We expanded self-service capabilities in the app by introducing digital workflows like paying bills, increasing visibility into financial and treatment information, and modernizing the overall experience and visual language.
Personalized home screen
Surfaced appointments, forms, and next-step actions in a single location.
Self-service support
Created a highly accessible, robust FAQ; appearing above our contact options, empowering members to self serve first.
Billing transparency
Dedicated billing page, creating significantly greater ease to pay bills.
We also improved transparency regarding the member's Smart Cycle balance, created access to digital medical forms and more.
RESULTS
By introducing self-service capabilities across multiple member touchpoints, we reduced dependency on advocate-assisted workflows by an estimated 5-7% while improving access to financial, treatment, and support information.
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The reduced reliance on our PCA team represents hundreds of thousands of dollars in annual operational efficiency at scale. In addition, increased billing transparency and streamlined payment workflows are expected to improve collections and accelerate payment timelines. Although this update has not yet launched, it likely represents several hundred thousand dollars annually.