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.

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.

Impact

After the redesign, polling showed that confusion regarding the sign-up flow was eliminated and there was a 30% growth in conversion.

Client

Pandia Health | San Francisco, CA

Services

• User Interface Design

• User Experience Design

• User Research

• Persona Creation

• Journey Mapping

• Wireframing

• Brand Design

• 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.

Usability Testing Revealed Pain Points

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 (i.e. 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:

1. Tell users what documents they would need to have on-hand before they begin

2. Answer common user questions

3. Help users anticipate the next step

4. Enable users to pause and come back when they're more prepared

5. Provide reassurance that users are completing sign-up correctly

Typography, Colors, & Styles

Next, we created a style guide to unite all of our designs moving forward. While we were constrained by existing typography and brand colors, we also strove to create buttons and icons to match the aesthetic. Our overall goal was to minimize development time wherever possible and provide an organic transition for existing users.

New Features: Required Documents & Info Icons

To prepare users to complete the flow, we inserted a list of required documents at the beginning of the sign-up flow. Each listed item also had an information icon to address potential questions or concerns a user might have. When clicked, these icons opened modals with in-depth explanations for users who matched our Careful Carol persona, while still remaining unobtrusive for users who didn’t need more information, such as those belonging to our Quick Katie persona.

New Feature: Overview Pages

We also created a series of overview pages at the beginning of each section because we noticed that users had a tendency to forget which documents they needed unless they were reminded.

Redesigned Feature: Progress Bar

Based on our research, users were often trying to complete this sign-up process quickly on a mobile device. To ease anxiety and frustration, we created a progress bar that allowed users to anticipate next steps and gauge completion time.

THE PROCESS - STEP 3

Validation

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.