Mike Franke
Senior UX Designer

HELP! We're losing users, metrics and money!

A multinational medical technology company was losing users and data with their app. We dove into the "why" and came up with a plan to increase engagement.

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The Details

WHO: A cross-platform surgery app for a Fortune 500 medical technologies firm

THE PROBLEM: Users were dropping off along their journey, impacting revenue

MY ROLE: UX Audit, User Interviews, Usability Testing, Sketching, Wireframes

RESULT: Delivered key UX insights that showed how to improve the patient experience and increase engagement. 

Explaining what to expect with one of our testers

Explaining what to expect with one of our testers

User Interviews

We conducted in-person and remote interviews with the demographic that would use the product.

The Details

  • Open-ended questions

  • What users valued most through their journey

  • Friction points they encountered

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

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 user's behavior than self reporting.

  • Discovered several new friction points.

  • Mental models did NOT match the current design.

  • No one could find the main menu.

Our Primary Persona: Susan

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.

  • They don't want to miss out on being active in their lives.

  • 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.

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

Gain alignment with our internal team and our stakeholders.

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

  • Identified where users would need the most help along their journey.

  • Mapped where the most effort was placed on the user.

  • How the brand could improve their relationship with their patients.

HELP! We're losing users, metrics and money!

The "So What?!"

If we focused on the patient, everything else would fall into place.

Simplify to reduce cognitive load.

Various quick sketches from our ideation sessions

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

  • I utilized digital-sketching during Zoom meetings

  • Continuous iterations and improvements

Interactive Wireframes are designed in Adobe XD.

Interactive Wireframes are designed in Adobe XD.

Prototypes/Wireframes

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.

Takeaways

  • Focus on the user experience first.

  • User Research, Interviews and Testing were critical for understanding our users.

  • The best insights were found in observing behavior. 

  • Reduce Cognitive Load.

  • 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