About Me
Projects
Redesign
Avidon Health
This Mobile responsive redesign aims to increase the demo conversion rate for a digital health company by improving the site navigation, improving inconsistencies, and updating look and feel.
Overview
Role
UX Research, UX Design, Information Architecture
Tools
Timeline
July 2023-September 2023
The Problem
Demo Bookings are not where they would like it to be. This creates a problem for the company due to low conversions.
The Solution
Improve the Information Architecture to enhance the user journey from landing to booking. We also optimized the UI to a clean, fresh, experience for users.
Design Thinking Process
Empathize
User Research
User Interview
Competitive
analysis
Define
Affinity Map
Problem Statement
Ideate
Brainstorming
Task Flows
Design
Wireframes
Prototype
Test
Usability Testing
Analyze results
Iterate
Understanding Our Users
The overall goal of this research was to understand how users navigate the site and what influences them to book a demo with our organization, as well as with others, so that we can enhance their experience and increase conversions rates, click rates, and user satisfaction.
The Why
Understand the reason user are coming to the Website
Explore why people choose to book a demo
Learn how users interact with the current site map
The How
Heuristic Audit
Competitive Analysis
Tree Testing
User Survey
User Interviews
The Key Findings
Users want an easy to use experience, that is visually appealing.
Users have alot of admin overheard, they need a solution that takes the guess work out of it.
Users want easy across the board, that applies to our websites too. They will not book if they do not know what the product is or how it can help them.
Heuristic Audit
The evaluation gleaned some really important insights that paved the way for the rest of this project. This report, clearly showed the holes in the funnel we were asking clients to go down. The biggest priorities were: CTAs were not uniform, Page redirects often lead you to an unanticipated page, Navigation was not clear, and technical jargon was woven throughout
Priority #1
Address the uniformity in CTAs
Priority #2
Simplify Information Architecture
Priority #3
Reduce Technical Jargon
Competitive Analysis
These features were selected because they are shown to drive traffic to websites. How Avidon differs is that our blog is not directly tied to our website. Likewise, our Dedicated help center is hidden within another page. The clear difference however is that we do not have a free trial option.
Free Trial Flow
Resource Page/Blog
Dedicated help center
Tree Test
To further dig into the root cause of our high bouce rate and lack of conversions, I conducted a tree test to put the most crucial tasks to the test. Users had difficulty around the following tasks: Navigating to the product features page. However, users were all able to find the book a demo task.
Task: Where would you find a course?
Score: 4
Success: 38%
Directness: 88%
Time: 16 Seconds
Task: Where would you find customer support options?
Score: 4
Success: 50%
Directness: 75%
Time: 13.39Seconds
Task: Where would you find information on our product featres
Score: 4
Success: 50%
Directness: 88%
Time: 20.36 Seconds
User Interviews & Surveys
Sample Survey Questions
What is the biggest pain point in client management/team management?
What are the hardest and easiest parts about Health coaching/Managing Health coaching Clients?
How do you think you would feel if you had to navigate this website alone?
What They Said
That's what I expect from technology, that I will be able to go into a system and figure it out easily.
Dedicate 25 hours per week towards health coaching and 15 hours towards client management.
The process is key. It is not just the technology, it's the process that's implemented with the technology, because sometimes the technology can only be as fantastic as you want it to be.
Client management, people management, and program management… It's hard for different reasons.
The easiest part for me is being empathic towards my clients and team and understanding how best to address concerns they might have.
50% of my day goes to managing the wellness program. I create the programs based off templates they have and I send over requests and they change/tailor it for me.
What It Means
Efficiency and Process Are Key
Process is key, and the tech needs to understand health coaching process. Otherwise it's just another hard to learn tool that doesn't work as they need it.
They Love What They Do!
Everyone reported that they love what they do, but due to administrative overhead they don't get to do as much of it as they like.
Navigation Not Clear
All users reported that there was a lot of technical jargon, lengthy pages, and confusing navigation.
Branding UI Update
3-4 interviewees reported that they would not have guessed that the company was a health company if it were not for the name.
Who They Are
Sydney Russell
“Need to be able to streamline the administrative tasks and not use outside tools, like excel that leads to human error and duplicate work”
About
37
USA
Manager
Bachelor’s
Female
Married
Bio
Sydney is a Health coaching manager for a health and wellness company. As a manager of health coaches, and one herself she is responsible for improving the health of the population she serves. through various types of engagement (digital, in person), Syd prides herself on scaling the wellness program and showing the value she knows it has.
Outside of work, you can find her balancing family commitments, friends, and her love of a good run! She practices what she preaches.
Needs
Platform that allows her team and processes to scale
Less time spent on administrative oversight, more time spent on growing scaling client
Technology that is easy to use and understand
Automation of manual duplicate tasks
Clear navigation to reduce cognitive load
Calming/ minimalistic Ui
Frustrations
Spends hours of her day on duplication of work
Has to use multiple tools to accomplish tasks for reporting and program delivery
Ever changing client expectations
When things are not streamlined or she cant tailor it to fit her needs.
Unclear navigation
Complicated Ui/content
Goals
Reduce her time spent on administrative manual tasks
Reduce number of tools she uses to manage her day to day
Increase coaching numbers without losing empathy
Find an all in one solution
Frequently Used Apps
Consistency & Simplicity
Users reported that the site had felt overwhelming and confusing to navigating, this was also noted on heuristic evaluation and seen in tree-testing. Demo’s can’t improve if users don’t feel confident exploring the website. To improve this, I needed to strip back the curtain and make our site “ self-explanatory”
Simplifying The Site Map
Home
This was changed from “Book a Demo” to “Talk to Sales.”
Platform Overview
How it works
Courses
Content
Flow Builder
Messages
Templates
Automations
Trackers
Security and Compliance
Care Team
Who We Help
Health Plans & Systems
Health & Wellness
Vendors
Brokers & Consultants
Employers
Why Us
Careers
Resources
Login
Talk to Sales
During user testing, users had a hard time navigating one of the tasks to locate “ information on health coaches.” The site map was then adjusted to add a “Services” tab to better differentiate between product features and Avidon’s service offerings.
Services
Care Team
Professional Services
Users can now drill down into the product and the different features it offers .
Wire-framing & User Testing
In the first iterations it was important to keep a lot of the same elements and "upgrade" them, allowing us to prioritize the UX, Heuristic principals, and what makes sense to get the user down the buying funnel.
Click-Testing
Designs were subjected to internal stakeholder feedback and iterated on. From there external Click-testing was conducted to align both stakeholder vision and user needs.
Test Path 1
Test Path 2
Bringing the Redesign to Life
Testing & Iterations
Testing was completed by 9 user. The success of each task was based on the misclick rate, completion rate, time to complete task, and self-reported ease. User feedback was collected to help improve the product further. Below are the Key findings of user testing.
Successfully Book a Demo
89%
Reported ease of use (4 out of 5)
Successfully Navigated to Our Care Team Page
Reported ease of use (3.3 out of 5)
100%
Successfully Explored Our Content & Courses
Reported ease of use (4.78 out of 5)
100%
Key Finding for Improvement
CTAs on Landing Page
3 Users mentioned that the secondary CTAs on the landing page might benefit from a clear label as opposed to "View Feature."
Care Team Location in Site Map
3 Users mentioned that the secondary CTAs on the landing page might benefit from a clear label as opposed to "View Feature."
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Flowbuilder
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To-dos
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