Interview – OMW

Interview:

Zoe.

Location

London, UK

Date

2020

Role

UI/UX, Branding & User Testing

About the project.

Hertility is trying to revolutionise reproductive healthcare and putting women front and centre of everything we do.

By bringing reproductive science out of the lab and into the hands of every single woman worldwide, we’re setting a new standard of scientific education in female health to nurture what we call the Mother of all movements – one powered by a new generation of women who back their bodies and their life choices.

Challenge.

We need to address different things like: transparency, show and care about your knowledge, create and inclusive brand, avoid jargon and be different.

At the time I joined Hertility, they were working on a new rebranding but they were missing this WOW factor on all their visuals. My main task was to find the way to bring this uniqueness and also finish all the branding definition.

Main Problems.

Avoid the standard visual language used on 90% of health products

Educate our end users about all the topic

Redesign our website pages as bounce rate was growing every day

A big handicap for me was my low knowledge about this topic and also was my first time working with Doctors and Scientifics

Deadline to address all these points was 1 month

Solution.

After a few days learning about this topic and industry, and having interviews with 80% of Hertility’s Specialists and Company Founders to prepare myself and try to learn more to feel confortable before I interact with the product, I came to these conclusions:

Work next to the Marketing, Growth and Content teams to understand the issues

Create a new Homepage to retain users and make easier to navigate, buy and book consultations

Fix our Payment Flow as bounce rate was 40% + create a new ADDONS page to include new services as part of the flow

Create a new User Dashboard “Virtual Clinic”

Create a new design system to optimise our Design and Dev resources

When I joined Hertility in July, our conversion rate was 0.30%, and our goal was to reach 2.5% for the year’s second half.
I worked with my team to identify the problem using tools like Google Analytics (Quantitative Data) to understand where the issue was located and how big it was. We recognize a bounce rate at the homepage of 20% and a bounce rate of 60% at the checkout.
After prioritizing, we decided to work on the checkout since the biggest problem was in this area to see a fast improvement and almost immediate results.
At this point, I used tools like Hotjar (Qualitative Data) to see, you know, the user’s behaviour and to be able to create the hypothesis of why we had a problem there.
We found that the payment flow was very complex. There needed to be more clear instruction and structure. Several CTAs were competing, and the language used needed to be closer to the end user.
The next step was creating the interviews for the users to understand why this flow didn’t work.
Here, we validated our hypothesis and finally understood the real problem. When discussing this with my team, my suggestion was to simplify the flow, use a language closer to the end user and focus the user’s attention on one decision at a time.
The first step was simplifying the flow by creating separate screens for each part of the payment process and eliminating irrelevant info for the user, in addition to using less technical language.
Then, I did competitor research to understand the patterns followed by any other similar companies. I have a lot of experience working with e-commerce in different industries, so I need to validate some of my ideas using this research to ensure we use the right language and avoid any extra steps in the flow.
Next step was to create some wireframes and test them with our end users to validate our decisions, and I used some of the feedback to work on a second iteration of the design.
Then I prepared the final mockups and had a review with the dev team to create all the tickets and help them with any info related to the specs of the designs.
After three months of implementation (and some iterations), the payment flow reached a conversion rate of 2%, which meant a 1.7% of improvement. (bounce rate decreased by 60% with a total of 20%)
And then we started working on the HOMEPAGE; the process was almost the same, and after a few weeks of working on this, we delivered the new LIVE version of this page. For this page, the metrics changed almost instantly for the better… and we saw an increment in sales that changed everything.
After six months, we exceeded our goal and reached CR 4%, which in sales means that we went from selling 28 kits per month to more than 300… We got our first million pounds in sales last December.

Then What About My Contribution?

First, the process implementation as we were working using just assumptions. That helped to reduce doubts in the team, guaranteeing a higher success rate using fewer resources)
I finished the new brand implementation
And also introduce and educate the team about the benefits of having a design system

Interview:

Zoe.

Location

London, UK

Date

2020

Role

UI/UX, Branding & User Testing

About the project.

Challenge.

Main Problems.

Solution.

Then What About My Contribution?

Check more projects

The Reproductive Revolution.

Hertility Health

Cannes LIONS

Live Digital Platform

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