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[Case 03]

Making Healthcare More Inclusive

Healthcare

Making Healthcare More Inclusive

Boosting Conversion Rates for Healthcare App

[Project Overview]

Lacrei Saude is a non-profit organization that seeks to connect health care professionals with people from the LGBTQ+ community. The platform was facing low completion rates on health professionals register

[Problem Statement]

The platform struggled with a 68% register abandonment. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.

[Industry]

Healthcare

[My Role]

UX Researcher

[Platforms]

Desktop and Android

[Timeline]

July 2023 - August 2023

[Persona]

Jhon Roberts

Marketing Manager

I want to hire better employees and have a higher retantion rate

Age: 45

Location: Nashvile

Tech Proficiency: Low

Gender: Male

[Goal]

Quick register his information on the plataform

Trust the platform to handle her schedule and appointments

Access quickly how ate the patients and what time is the appointment

[Frustrations]

The onboarding experience is too long and too confusing

It is not clear what are my responsabilities

Poor mobile optimization that slows her down.

[Process]

[01] User Research

Conducted user interviews with 25 health professionals to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user interviews with 25 health professionals to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[01] User Research

Conducted user interviews with 25 health professionals to understand their frustrations and preferences.

Analyzed user behavior data to pinpoint where users dropped off in the process.

Benchmarked against competitors to identify best practices for checkout flows.

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

The required steps where too long

Users didn't trust our website enough to feel confortable to provide such specific type of information

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

The required steps where too long

Users didn't trust our website enough to feel confortable to provide such specific type of information

[02] Insights

Users were frustrated by unclear error messages and redundant form fields.

The required steps where too long

Users didn't trust our website enough to feel confortable to provide such specific type of information

[03 Design Solution]

Broke down the registration proccess in two parts to ease the burden on the user

Simplified the flow and recuded the required question to the bare minimum

Created a FAQ channel and a section that explained the reasoning for the questions and the responsabilities they would have.

[03 Design Solution]

Broke down the registration proccess in two parts to ease the burden on the user

Simplified the flow and recuded the required question to the bare minimum

Created a FAQ channel and a section that explained the reasoning for the questions and the responsabilities they would have.

[03 Design Solution]

Broke down the registration proccess in two parts to ease the burden on the user

Simplified the flow and recuded the required question to the bare minimum

Created a FAQ channel and a section that explained the reasoning for the questions and the responsabilities they would have.

[Outcome]

25% increase in completion rates.
30% reduction in register abandonment on mobile devices.
40% improvement in perceived ease of use, as measured by post-launch surveys.

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially healthcare profesisonals

Simplification is key

Users value a quick and easy process, especially healthcare profesisonals

Simplification is key

Users value a quick and easy process, especially healthcare profesisonals

Adapt to survive

It is hard to do full proper usability testing in a meeting with Healthcare professionals due to their availability, so we had to come up with alternative ways to test our ideias

Adapt to survive

It is hard to do full proper usability testing in a meeting with Healthcare professionals due to their availability, so we had to come up with alternative ways to test our ideias

Adapt to survive

It is hard to do full proper usability testing in a meeting with Healthcare professionals due to their availability, so we had to come up with alternative ways to test our ideias

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