Explaining what to expect with one of our testers
Mike Franke
UX | CX | Design | Video
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.
The Details
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.
User Interviews
We conducted in-person and remote interviews with the demographic that would use the product.
The Details
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.
Key Findings
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.
The Userlytics Platform
Usability Testing
Focus on the user.
The Details:
Moderated (in-person) testing was done both remotely over Zoom and in-person.
Our unmoderated (non-live) testing was done with the Userlytics platform.
Key Insights
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!
Our Primary Persona: Susan
Primary Persona
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.
Key Findings
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.
Discussing the User Journey with the client, and yes, we printed a HUGE version. It was helpful to refer to it throughout our discussions.
User Journey
I created a detailed User Journey to gain alignment with our internal team and our clients.
The Details:
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.
Key Findings
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 User Journey (blurred to protect client IP)
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.
Various quick sketches from our ideation sessions
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.
Interactive Wireframes are designed in Adobe XD.
Prototypes/Wireframes
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.
After our UX Audit, the client brought us on to lead the app redesign.
Takeaways
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!
30+
Hours of interviews
12+
Hours of Usability Testing
1
Tester found the original menu in our study!
"Thank you for getting us where we are today. Great insight, ideas, and a roadmap by which to examine and consider."
- Client Program Manager, Performance Analytics & Outcomes