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 resulted in two personas

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.

In-depth interviews revealed user anxieties regarding their medical and identity information

We decided that the best way to understand why and where our target users were exiting the flow was to gather qualitative data through facilitated usability tests. We found 8 users in our target age demographic who were currently using birth control and asked them to go through the sign-up process, commenting on each screen of the flow as they went.

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 frustrated and suspicious about why they were being asked to give their personal information. 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

• 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

Goal: provide users with information that helped them feel informed and in-control

We wanted to design specific visual cues that would:

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

Our style guide created a cohesive look while adhering to existing brand guidelines

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.

Updated UI modernized the experience

Our new screens featured the existing brand colors with updated imagery, infographics, and form validation. We designed our brand voice to be friendly, knowledgeable, and professional, just like an in-person doctor’s visit.

Required documents and info icons managed user expectations

To prepare users to complete sign-up, we inserted a list of required documents at the beginning of the flow. We placed an information icon next to each required document to address potential questions or concerns. 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.

Overview pages reminded users which documents they needed if they were interrupted

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 due to interruptions.

Updated progress bar helped users gauge completion time

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

THE PROCESS - STEP 3

Validation

Testing yielded positive feedback

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.