Pandia Health
Building Trust While Requesting Sensitive Data
Summary
Mission
Pandia Health is a birth control delivery company that offers an online prescription-writing service as opposed to the traditional method of obtaining a prescription through a doctor's appointment. Their goal was to increase sign-up conversion and reduce sign-up abandonment.
Client
Pandia Health | San Francisco, CA
My Contributions
With a team of two other UX Designers, I redesigned the flow with information icons to provide clear explanations regarding how patient information would be used, overview screens priming users to have specific documents on-hand, and "save and skip" features that enabled users to take control of their experience, resulting in a 30% growth in conversion.
Services
User Experience Design
User Research & User Flows
Wireframing
Webflow development
The Process - Step 1
Discovery
Identifying our Target Audience
Before we could address the issues with conversion, our first task was to identify our target demographic. Based on analytics, our target audience consisted of women between the ages of 25-34 who were avid mobile device users.
From there, we further segmented our users into two personas—those who were newer to birth control and those who already had a strong preference.
User Personas
Usability Testing Revealed Key Issues
Afterwards, we decided that the best way to understand why and where our target users were exiting the flow was to gather qualitative data through in-depth facilitated usability tests.
Our results showed that the main reason users didn't complete the sign-up flow was simply because they didn't know what to expect, which in turn caused them to feel suspicious and frustrated. The journey map below shows the screens where users felt they were thrown a “curveball” in terms of expectations.
Main Causes of Sign-Up Abandonment
After synthesizing the data, we concluded that these were the culprits for sign-up abandonment:
Users didn't have the required documents ready to fill out an upcoming section.
Users didn't know why they needed to provide a certain piece of personal information (government-issued IDs or a photo of themselves).
Users would leave and realize they couldn't return to their previous position.
Users didn’t realize there was a fee for this service.
The Process - Step 2
The Solution
Design & Functionality Goals
We wanted to provide users with information so that they felt informed and in-control, while also accounting for our two user personas. Our designs would incorporate visual cues that did the following:
Tell users what documents they would need to have on-hand before they begin
Answer common user questions
Help users anticipate the next step
Enable users to pause and come back when they're more prepared
Provide reassurance that users are completing sign-up correctly
Typography, Colors, & Styles
Next, we created a style guide to unite all of our design moving forward. While we were constrained by existing typography and brand colors, we also strove to create buttons and icons to match the aesthetic. We wanted to minimize development time wherever possible and provide an organic transition for existing users.
Added Feature: Overview Pages
To prepare users to complete the flow, we decided to create a list of overview pages at the beginning of each section to because user testing showed that users forget what documents they need unless they have multiple reminders. We also used dropdown accordions to address potential fears, questions, or concerns a user might have about a section.
Redesigned Feature: Universal Progress Bar
Based on our research, users are often trying to complete this sign-up process quickly on a mobile device. To ease anxiety and frustration, we created a numbered, universal progress bar that conveyed progression, allowed users to anticipate next steps, and helped them gauge completion time.
Added Features: "Save & Skip" and "Review"
Many users will begin the sign-up process before having all the required documents on-hand. The save and skip button at the bottom of each overview page gives them the option to save and return when they feel more prepared. Or, if users have certain documents and not others, they can finish the sections that they are already prepared to complete.
The review screen further establishes trust by reminding users to go back to finish incomplete sections. This provides further reassurance to users that they completed sign-up correctly.
Testing the Updated Flow
Usability tests showed a significantly more positive response to the problem screens. Users felt reassured by the clarification questions at the beginning of each section, saying that they felt like their concerns were acknowledged and addressed.
Final Prototype
Final Thoughts & Next Steps
While the updates were recevied favorably by most of our testers, some also expressed confusion over the "save & skip button" changing into the "back button" and were still surprised by the $29 online consultation fee. Our future iterations would further differentiate the two buttons stylistically and feature the $29 online consultation fee in the “documents needed” page. We would also like to work on redesigning the "medical history" and "birth control preference" sections in the sign up process.