Explaining what to expect with one of our testers
HELP! We're losing users, metrics and money!
A Fortune 500 Company was losing users and more importantly, data, with their app. This was impacting revenue. We dove into the "why" and came up with a plan to increase engagement.
WHO: A surgery app for a Fortune 500 medical technologies firm
WHY: Users were dropping off along their journey, impacting revenue
WHAT: UX Audit, User Interviews, Usability Testing, Sketching, Wireframes
RESULT: Delivered key UX insights that showed how to improve the patient experience and increase engagement.
We conducted in-person and remote interviews with the demographic that would use the product.
Open-ended questions were used to uncover user's thoughts, feelings, and behaviors.
We were probing for what users valued most through their journey and what friction points they encountered.
We conducted both in-person and remote interviews.
If “prescribed” by their doctor, users were willing to use an app.
Pain relief was their primary surgery goal.
Their biggest worry was knowing what to expect.
Focus on the user.
Moderated (in-person) testing was done both remotely over Zoom and in-person.
Our unmoderated (non-live) testing was done with the Userlytics platform.
We learned more from behavior than user reporting.
Discovered several new friction points.
Mental models did NOT match the current design.
No one could find the main menu... what a great quick-fix to improve UX -> low-hanging fruit!
Based on our user interviews, stakeholder insights, and current metrics we crafted a primary persona. We also utilized secondary research - reading research white papers and studies about seniors.
Seniors are adapting technology more rapidly and rely on texting as a primary method of communication.
They don't want to miss out on being active in their lives, especially with their family.
Their primary reason to have joint surgery is to stop the pain.
I created a detailed User Journey to gain alignment with our internal team and our clients.
We included what users are thinking, feeling and doing for each step of the journey.
We included a "Brand" lane to identify where/how the Brand currently communicates with patients and more importantly, where they should be interacting with patients.
Identify high friction points.
Identified where users would need the most help along their journey.
How the brand could improve their relationship with their patients.
The "So What?!"
The app focused on gaining data and metrics. If we focused on the patient, use would go up which would drive metrics and revenue.
The current app also relied on users quickly understanding a confusing UI, if we simplify and reduce cognitive load (fancy term for brain power) we could get users where they needed to be faster.
Sketches and Ideation
After presenting our findings to the client, I started producing low-fidelity sketches. A great, quick (and inexpensive) way to ideate.
Our guiding theme was to reduce cognitive load (fancy term for brain power).
I utilized digital-sketching during our Zoom meetings to foster ideas.
I prefer to sketch digitally as I can share my screen with the team in the room and remote team members.
Continuously iterated throughout this process.
I created interactive wireframes with our team. These were used to help get internal and client buy-in moving forward.
I was able to quickly mockup wireframes and edit realtime during meetings.
Our interactive wireframes are being used in User Testing.
Focus on the user experience first.
User Research, Interviews and Testing were critical for understanding how to improve the product experience for users.
The best insights were found in observing behavior.
This project highlighted how critical Cognitive Load is for users
Being able to quickly prototype and iterate saves time, budget and sanity!