Role: Product Design (UI)
Tool Used: Figma
The objective
To increase patient engagement and satisfaction by providing timely and relevant updates, via email, on the latest COVID-19 information and vaccine updates when a user signs up through an unbranded CRM platform.
Something to be solved
To increase the likelihood that patients will sign up for and receive the latest medical information that can benefit their health our team explored a design option that would create the best mobile experience for users while limiting the amount of survey bloat so that we could ensure the client would receive the most accurate data results.
User Journey Flow
Highlights:
To encourage patients to sign up for the CRM and receive regular updates, the CRM sign up was designed in a way that communicates the benefits of signing up to receive updates on the latest healthcare information by highlighting the following:
1. Timely updates: Letting patients know that by signing up, they will receive timely updates on the latest COVID-19 information allows them to make more informed decisions about their health, which may potentially lead to improved health outcomes
2. Relevant information: Emphasizing that the updates will be relevant to patients' specific health needs and concern based on the information they provide in the CRM survey.
3. Easy sign-up process: Make the sign-up process as easy and straightforward as possible, with clear instructions and minimal steps required.
4. Keep it simple: Maintaining a minimal use of required fields allows the sign-up form to remain simple and easy to fill out and optimizes the form for mobile devices as well
5. Persuasive Language: Using persuasive language such as, "Stay up to date with resources and information," encourages patients to sign up for updates through the CRM platform
By focusing on these key points, the team was able to create a sign-up form that captures the interest of patients who are interested in receiving updates. A scaled, step-by-step process was chosen to solve for any potential roadblocks in the user journey. Having the form content broken into sections allows for important information and other content in layout to be more consumable and limits user frustration and drop-off and encourages patients to sign up for your unbranded CRM platform.
Timely updates
Upon landing on the home screen, users will encounter an introductory page that outlines the benefits of signing up. By subscribing, users will receive timely updates on the latest COVID-19 information, enabling them to make more informed decisions about their health. This, in turn, may lead to improved health outcomes. To provide users with the most relevant information tailored to their specific needs, we kindly request that they answer the questions appearing on the following survey pages.
Relevant information
We understand that patients may have varying levels of interest in different types of health information. Therefore, the "Content Interests" section in our CRM survey is entirely optional for patients. However, we would like to emphasize that by providing this information, patients can ensure that the updates they receive are relevant to their specific health needs and concerns. This section enables us to tailor the updates to the patient's interests and preferences, ensuring that they receive the most pertinent and useful information. We encourage patients to complete this section to optimize their experience and maximize the benefits of our CRM service.
Keeping it simple with an easy sign-up process
Our top priority in designing the CRM sign-up process was to make it simple and user-friendly, with clear instructions and minimal steps required. To achieve this, we opted for a single-column layout, which provides the most straightforward path to completion and reduces the likelihood of users overlooking important information.
We ensured that the form fields and labels were sized appropriately for the expected user input, thereby hinting at the action that is expected. Taking into account that some users may have visual impairments or those who prefer to navigate through the "tab" button, we also wrote input labels that describe the action that will be taken after selection, providing users with clear guidance. In addition, we created descriptive error messages to assist users in correcting any mistakes they may make. We also incorporated icons in conjunction with error messages, providing color-blind users with an additional clue and reducing frustration for all users engaging with the site.
Additionally, a progress tracker to guide users through the sign-up process, which can often be complex, was included in the design. This progress tracker allows users to easily understand where they are in the process, making the user flow more intuitive.
To ensure that users are not misdirected and kept informed on their progress, we highlighted previously completed sections or the currently visited section using the brand's blue color option. This approach helps users to know where they are in the completion path and makes the entire sign-up process much easier to navigate.
User Testing
Based on user feedback, it appears that some users were skeptical of the hero imagery and color choices provided by our internal team, as they did not align with their expectations of a clinical site. Additionally, the SMS messaging option appeared to deter some users from trusting its intention, with users preferring email over providing their phone number. However, some users had a neutral stance towards receiving messages via mobile, as it is becoming a standard form of communication.
One recommendation based on this feedback is to remove the phone number input as a required field, and offer email as the primary means of communication. This will likely increase user trust and encourage more sign-ups.
Another recommendation is to re-evaluate the page copy, brand imagery, and color choices used for future iterations of the website. This will help to ensure that the design choices align with users' expectations and foster greater trust in our brand. This can help to address any concerns that users may have and increase their confidence in the platform. By taking user feedback into account and making appropriate changes, we can create a more user-friendly and trustworthy platform that meets the needs of all users.
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