The platform
Mercer Marketplace 365+ is a multi-tenant platform where clients build customized benefits portals. They use pre-designed user journeys and configurable content to match their audience, brand, and product needs.
My role
I partnered with Mercer to define the design strategy for the Mercer Marketplace 365+ enrollment experience. Using insights from user testing, I translated key product distinctions into the portal design so users get clear guidance at every step.
The Challenge
Expert Guidance enrollment was treated as a separate, optional path. Despite efforts to promote it, only 1 in 4 users chose it. The abandonment rate hit 75%, likely because the flow felt overwhelming and the sheer number of choices made it easy to give up.
Solution
I made Expert Guidance the default enrollment path. The redesigned flow asks a focused set of questions, surfaces plan recommendations based on user answers, and confirms choices before submitting. The goal throughout was fewer decisions, clearer direction.
User Workflows
User Testing
We ran usability tests in Maze to validate the enrollment flow before development. Testing informed how we sequenced the Expert Guidance questions and shaped the final plan recommendation experience.
Expert Enrollment
The guided flow walks users through four questions about their medical needs, care preferences, and cost comfort. Based on their answers, the system recommends a matched plan at the point of selection. Users can still compare plans side by side or review full details before enrolling.
The result
Enrollment completion increased by 28%. Making Expert Guidance the default path, and reducing the number of decisions users had to navigate alone, was the core driver.
