Member Store Experience

Designing an end-to-end shopping experience that helped members understand and use their health benefits.

Many health plans offer supplemental spending accounts that help members pay for eligible health and wellness products. However, understanding how those benefits work—and how to use them during checkout—can be confusing.

I led the end-to-end UX design for a member shopping experience that enabled eligible members to browse products, understand their available benefits, and seamlessly combine multiple payment sources during checkout.

The work extended beyond traditional e-commerce design, requiring thoughtful UX writing, complex payment logic, compliance reviews, and cross-functional collaboration across product, engineering, legal, and marketing.

Overview

The Challenge

Members weren't simply shopping online—they were navigating multiple healthcare spending accounts, eligibility rules, and legal requirements while trying to complete a purchase.

The experience needed to help members:

  • Understand available spending benefits

  • Shop with confidence

  • Combine multiple payment methods

  • Understand eligible versus non-eligible purchases

  • Complete required marketing authorization when applicable

  • Recover gracefully from payment or eligibility errors

At the same time, every interaction had to satisfy compliance, legal, and accessibility requirements.

My Role: Lead Content Designer

I designed the experience from concept through implementation, including:

  • Information architecture

  • Product detail pages

  • Shopping cart and checkout

  • Payment allocation logic

  • Spending account selection

  • Subscription management

  • Benefit education

  • UX writing and content strategy

  • Error messaging

  • Marketing authorization flows

  • Design documentation and developer collaboration

Design Approach

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Design Approach *

Making Complex Benefits Understandable

Most members had never heard terms like Lifestyle Spending Account (LSA), Health Savings Account (HSA), or Flexible Spending Account (FSA), let alone understood how they worked together.

I focused on translating complex benefit rules into clear, approachable language that reduced uncertainty and increased confidence throughout the shopping journey.

Designing Flexible Payment Logic

One of the most technically complex aspects of the project was supporting purchases funded by multiple payment sources.

Members could combine eligible benefit accounts with traditional payment methods, requiring thoughtful UX around:

  • Payment prioritization

  • Benefit allocation

  • Remaining balances

  • Ineligible items

  • Split payments

  • Real-time feedback

The goal was to make sophisticated financial logic feel intuitive.

Optimizing Checkout

Checkout involved more than collecting payment.

I designed flows that balanced regulatory requirements with usability, including:

  • Marketing authorization

  • Benefit disclosures

  • Eligibility messaging

  • Confirmation states

  • Error recovery

  • Order review

Every screen was carefully designed to minimize friction while preserving required legal language.

Improving Content Through Collaboration

Much of the project's success came from close collaboration across product, legal, compliance, engineering, content strategy, and marketing.

Together, we refined messaging that balanced:

  • Regulatory requirements

  • Brand voice

  • Health literacy

  • Member trust

  • Conversion goals

Outcome

The final experience provided members with a streamlined way to understand, shop, and pay using their available health benefits while accommodating complex eligibility and payment rules behind the scenes.

One area of particular focus was the marketing authorization step, where analytics revealed meaningful member drop-off. Through multiple rounds of content refinement and close collaboration with legal and compliance teams, we clarified the required messaging while preserving regulatory intent, resulting in a noticeably smoother path into the shopping experience and stronger completion through the entry flow.

Highlights

  • Designed an end-to-end member shopping experience

  • Simplified complex healthcare spending benefits into intuitive user flows

  • Created flexible payment experiences supporting multiple funding sources

  • Developed UX writing for education, onboarding, checkout, and error states

  • Partnered with legal and compliance to improve required authorization language

  • Delivered a scalable design system supporting future commerce experiences

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