Role - CX Designer
Brief - How can we enhance the consultant profile page to ensure it meets the diverse needs of users, focusing on accessibility, clarity, and user-friendliness, while addressing potential language barriers and accommodating different levels of tech proficiency?
Deliverables -
• low-fi wireframe for web and mobile.
• mid-fi wireframe for selected screen size.
Challenge - User Diversity: An important consideration and challenge for a busines such as a hospital is the wide range of users with varying preferences, abilities, and expectations. Balancing these diverse needs requires careful consideration.
Medical Jargon and Simplification: Balancing the need for accurate medical information with the requirement to present it in a way that is easily understandable to a diverse audience can be challenging.
Multilingual Support: Addressing language barriers becomes even more critical in a healthcare context, where clear communication is essential. Providing accurate medical translations and support for multiple languages is a challenge.
With our user and business goals defined, we were able to move onto gathering research insight into; users and competition with a clear focus in mind. We initially began by creating user personas to foster empathy, guide decision-making, and ensure the end product resonated with the users.
We conducted a competitor analysis of a number of similar businesses covering both direct and indirect competition. We initially wanted to compare the strengths and weaknesses of the competitors, to pinpoint areas for improvement and gain a realistic understanding of our place in the market. As well as looking at how the competition were performing, we also wanted to discover and address any unmet needs in the industry that could be a potential opportunity to differentiate and offer the most value to users.
Before undergoing a redesign, it was important to perform a UX audit on the existing product to understand and identify pain point areas where users struggle, encounter friction, or find the product confusing. Addressing these pain points directly is paramount in improving user satisfaction and loyalty.
We were also looking to improve usability by fixing any inconsistencies, unclear information architecture, and clunky functionality. This helps us to understand which improvements will have the greatest impact on user experience and business goals, allowing us to prioritise features and focus development resources efficiently.
With all our research findings and ux audit complete we wanted to shift the focus from problem-solving onto opportunity-seeking by using some 'how might we' statements to address the underlying user need, shifting the focus to the user's perspective to guide the initial wireframing process.
With such a diverse user base it was important to have logical layouts with clearly defined information to create the most user-friendly interface possible. We focused on implementing some of the key gestalt principles into the design to remove doubt and confusion, namely; proximity, Similarity, Symmetry, Closure and Continuity.
By moving to a single column design we were able to separate content into much clearer sections and then by using cards we could easily define the sub content.
With a completed lo-fi design approved, we were able to add some further detail as to how the layout would function with some content displayed. Highlighted in these images are some of the design decisions and justifications.
One of the main focus points was having clearly defined sections while maximising the use of screen real-estate by prioritising necessary information. Key information for users was brought to the top of the page for maximum visibility, helped also by an improved text hierarchy. Secondary information was hidden behind collapsable panels with clear headings, this information was primarily for colleagues and returning users who are familiar with the product.
An additional sticky submenu coupled with the secondary info collapsed panels massively improved the usability of the page, reducing scroll fatigue and allowed users to navigate to the desired section of the page with ease.
The aim of this project was to increase the overall usability of the consultant profile page and improve on the user experience to increase conversion rates. The research highlighted some key areas for improvement which have been successfully deployed across the re-design and have shown a marked increase in performance from initial testing. Moving forward the design will be progressed onto hi-fidelity prototypes and tested further before being implemented as part of a complete and ongoing product update.