The Challenge:

SAG-AFTRA’s health plan enrollment process was causing significant confusion for members, leading to high call volumes and operational inefficiencies. The organization needed a modular, scalable solution that could handle diverse eligibility scenarios while improving the overall user experience and reducing support dependency.

🎯 My Objective

As Product Manager, I led the end-to-end strategy, definition, and execution of a redesigned enrollment experience. My goal was to deliver a streamlined, user-friendly solution aligned with key business objectives: reduce member confusion, increase self-service success, and relieve internal support teams.

🔍 My Approach:

1. Product Discovery & Requirements Definition:

• I led product discovery by aligning cross-functional stakeholders (design, engineering, compliance) around clear business goals. I conducted stakeholder interviews, technical feasibility assessments, and workflow analysis to define core user problems and business opportunities.
• Key insights revealed:
  1) Low task completion due to unclear feedback in the multi-step enrollment process
  2) Difficulty understanding plan transitions and coverage eligibility
  3) Manual follow-up for payments and deadlines, straining operations
• Based on discovery insights, I defined product requirements and user stories, prioritized the backlog, and ensured alignment with KPIs such as call deflection and first-time enrollment success. I translated insights into a clear product vision and delivery plan.

2. MVP Strategy & Roadmap:

• I owned MVP scoping and roadmap definition, focusing on high-impact features that targeted the most impactful problems:
  1) Step-by-step coverage guidance
  2) Real-time payment visibility
  3) Automated reminders for deadlines
• I prioritized features using a MoSCoW framework, balancing stakeholder needs and regulatory constraints. I structured the roadmap in Agile sprints with clearly defined delivery milestones, aligning each feature to KPIs such as:
  1) Reduction in support inquiries
  2) Increased enrollment completion rates
  3) Operational cost savings

3. Cross-Functional Delivery:

• I drove Agile execution through sprint planning, backlog grooming, and daily standups. I acted as the single point of accountability for product delivery, resolving blockers and facilitating tradeoffs to maintain momentum.
• We validated user flows and messaging with SAG-AFTRA’s Customer Experience (CX) team, acting as surrogate members due to legal limitations on direct user testing. Their feedback helped us simplify language and visual cues, validate key user flows, and optimize content hierarchy and tone.

Results:

The redesigned prototype gained strong stakeholder support for its clarity, modular design, and implementation feasibility. Backed by detailed documentation and validated workflows, the team ensured a seamless handoff to engineering. As a result, the product team is well-positioned to reduce member confusion, decrease support call volume, and boost self-service enrollment success—delivering a streamlined experience that effectively meets both member needs and operational objectives.

“We have clarity on a complex topic now. Having a well-thought-out and designed prototype makes building this way simpler. Chris's dedication to excellence, keen attention to detail, and collaborative approach to teamwork were instrumental in our project's success.” — Swati Chakraborty, Director of Product Management