A fast and friendly method to get birth control prescribed and delivered.
Project Brief
OVERVIEW
Women want a modernized way to get birth control reducing the time and frustrations with the traditional method of scheduling an appointment, going to get a prescription from a doctor's office, then going to the pharmacy to drop off and pick up their medication. Pandia Health’s plan is to reform this tedious method to a friendly and easy-to-use method.
AUDIENCE
Busy women who are students, or in their early career around ages 19-35.
DELIVERABLES
- New Hompage
- Form Flow
- New Question and Answer (Q & A) with doctor section
THE TEAM
- An illustrator and artist
- A content writer
- A designer and developer
- A visual designer (me)
MY ROLE
Researcher, Interviewer, UX/UI Designer
RESEARCH
CHALLENGE
Users are hesitant to sign up with Pandia due to the form’s confusing questions, tedious format, unintuitive user interface, and intimidating clinical language.
SOLUTION
By designing a shorter/quicker form with clear questions, a concise format, and a personable and supportive language, users will feel confident and successful in signing up with Pandia Health.
PAIN POINTS WITH CURRENT PRODUCT FOR ITERATIONS
- The Homepage: The client wants a redesign of the homepage to represent their brand voice and how to use their services.
- On-boarding Form: Pandia Health had a low conversion rate, only 10% of users were completing the form
- User's Questions need Answers: Users are confused and overwhelmed by Google searches about birth control and women’s health, Pandia has a pool of over 150 answers to help users find answers.
QUANTITATIVE RESEARCH
COMPETITIVE ANALYSIS
Rooms for opportunity:
- Infographic/How it works
- Birth Control Brands
- Zip Code
- Blog Link
- Location by State
COMPARATIVE ANALYSIS
For the on-boarding form, the team researched a TurboTax, a company that designed a tedious task and made it user-friendly.
Rooms for opportunity:
a. Colorful Icons
b. Save Points
c. Assistive Text
d. Progress Updates
e. Empathetic Copy
QUALITATIVE RESEARCH
We timed research participants to complete the form.
OLD FORM - 15 minutes
NEW FORM - 8 minutes
KEY FINDINGS
We interviewed non-subscribers and subscribers to Pandia Health on their relationship with the use of birth control and filling out forms. Here are the findings in this graphic below.
"Frustrated. Sometimes these forms make me feel frustrated." - User | Research Study
DESIGN PROCESS
HOMEPAGE REDESIGN
The homepage design was freshened with a color palette based on the hydrangea flower that the client requested. Pandia also wanted a friendlier and welcoming tone so we included:
How-it-works
Icon illustrations
The icons were sketched by an illustrator on our team of four UX Designers.
THE FORM
The biggest challenge we discovered during user research was the time and confusion caused by the form. We designed a simpler user flow for the onboarding form that combined steps.
22 pages lessened to 15 pages!
PROGRESSIVE DISCLOSURE
One of the methods we used to combine the steps is progressive disclosure, the purpose of this is to solve information overload by not showing all the parts that the user needs to know at a specific time.
For more details about how we simplified the form please contact me.
Old Prototype without Progressive Disclosure
New Prototype with Progressive Disclosure to combine pages
"Progressive disclosure thus improves 3 of usability's 5 components: learnability, efficiency of use, and error rate." - Nielsen Norman Group
Q & A (QUESTION & ANSWER) WITH A DOCTOR
Part of the stakeholder’s business goal was to provide a service that helps users get their questions answered. Pandia's doctors a plentiful knowledge base of women's reproductive health already published on the web. Our tasks as a designer were to design a Question and Answer section using an Algolia search API. The Algolia Search API enables a user to type a keyword into a search bar and pull from the most relevant information from the doctor's plentiful knowledge pool.
I worked on the Q & A.
FINAL PROTOTYPE
Below is one example of the form from the final prototype. The client was happy and utilized the design suggestions on their webpage and mobile site. For a more detailed presentation contact me.
