WELLWAVE
Wellwave is a concept developed for a behavioral health complaince SaaS startup. The project was part of the idea generation phase with the client. The goals were two-fold: (1) enhance the user experience on the website to increase the conversion rate of website visitors to "demo requests" by at least 20% within six months. (2) Establish a design language across web and digital products and fine-tune visual aestethic of current product interfaces.
Industry: Behavioral Health, Wellness
Role: UX Design, Web Design
Duration: 2 weeks
research and discovery | meeting key players
To get an understanding of the product the project began by identifying who the key players are and categorized them into three "types". I then conducted in-depth interviews to understand their painpoints and needs.
Clinical Staff:
LADCs, Therapists, Psychologists
Compliance Needs:
incident reporting
accreditation management
Thoughts and Feelings:
"I'm experienced with incident reporting, but I need it to be painless so I can get back to my case load."
Nurses & CD Techs
Complaince Needs:
medication error reporting
incident reporting
Thoughts and Feelings:
"Compliance makes me nervous. I'm never sure that I'm filing incident reports correctly."
Leadership:
Program Directors, Operations
Compliance Needs:
incident reporting
facility accreditation (TJC, CARF, State)
Thoughts and Feelings:
"Compliance is a high priority for me. I need a solution that's seamless across all my employees. I need it to promote communication and performance improvement."
Further research
I was unable to locate real web prospects who didn't convert. Instead I identified "decision makers" (in Leadership roles) within the behavioral health industry and conducted blind interviews. I also interviewed members of the sales team to form a comprehensive analysis of the conversion problem.
Operations Manager
Expressed a lack of trust in the product in terms of usability, ability to customize, and overall security. They also advised that the product was described but there were not examples or metrics to validate the product. Finally, the website had many buttons directing viewers to "schedule a demo" which caused a sense of distrust.
Sales Team Member
Sales members suggested increasing trust signals and simplify the website and streamlined conversion funnel.
User Journey
Interviews provided evidence of user journey friction. The current journey was "mapped out" to illustrate where we could improve the website to increase conversion. Some challenges identified in the user journey were: low visual fidelity of images, unorganized presentation of product information, and no real way to "peak" at the product (even before requesting a demo).
Design Solution and Implementation
Simplified User Interface:
I redesigned the homepage and key landing pages to present information in a more digestible and intuitive format. Implemented clear, concise messaging focusing on key benefits and value propositions. Finally, a "Trusted Partners" section was added on the first visible screen to improve consumer trust.
Design Solution and Implementation
Simplified User Interface:
I redesigned the homepage and key landing pages to present information in a more digestible and intuitive format. Implemented clear, concise messaging focusing on key benefits and value propositions. Finally, a "Trusted Partners" section was added on the first visible screen to improve consumer trust.
Moving down the page, we are presented with Wellwave's three main service categories: software, consulting and on-going support. Users can click on "learn more" to explore what features are included these service categories.We could easily include metrics in the small descriptions (ie: a 2-day onboarding period, system integration, or some metric on how effective the software is) to validate the product.
Moving down the page, we are presented with Wellwave's three main service categories: software, consulting and on-going support. Users can click on "learn more" to explore what features are included these service categories.We could easily include metrics in the small descriptions (ie: a 2-day onboarding period, system integration, or some metric on how effective the software is) to validate the product.
Highlighting the product: (Option 1)
I designed a small "preview" of the product to entice users to sign up for the demo. In this preview, users can tap on a bubble which allows the independent exploration of product features. The "Preview" prototype not only highlights the product but draws attention to the the robust features that Wellwave offers.
Highlighting the product: (Option 2)
The second iteration marries product highights and positive testimonials as sales tools to promote conversion.
When hovering over a persona the web interface outputs a positive review and showcases a facet a valuable facet of the software.
Background
Despite having a robust product, the client faced challenges in converting web visitors to "demo requests" and, subsequently, purchasing the product. The average conversion rate from website visitors to trial users was stagnant at 1.5%.
The website had few visual examples of the product and of those few examples, images were of low quality showing pixelated screenshots.
Visually there was little coorellation between the UI design of the website and the digital product. The client also asked for a higher fidelity of the product.
Branding
+ Design Language
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To establish a brand identify I revisited the goals the team had listed out after the discovery phase of the project. It was from these specific items that a design language was developed to unify visual design across website and software.
San sarif fonts were chosen to increase trust signals by portraying familiarity and evoking a sense of security. Neutral greens and earth tones were chosen to evoke feelings of refreshment, peace and security.
Poppins Semi Bold
Poppins Extra Light
Aa Bb Cc Dd Ee
123456789#%&!
Montserrat Black
Montserrat
Aa Bb Cc Dd Ee
123456789#%&!
Option | Novel | Useful | Feasible |
|---|---|---|---|
Option 2 | 4.5 | 3.8 | 4.6 |
Option 1 | 2.6 | 3.6 | 5 |
Option two scored highier in novelty and usefulness. Even though feasibility scored slightly lower, the score was high enough to merit moving forward with prototype 2.
Iteration Testing
I wanted to learn how users would respond to each of the prototypes that I created. What would be most effective in promoting conversion?
10 users were sourced to test the prototypes (five users were company employees and the other five were individuals with no connection to the industry).
Each participant was presented the prototypes and was then responded to a NUF test to determine if the respective prototypes were novel (fesh and new), Useful, Feasible.
Introducing UX Elements
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The current software maintained certain conventions in its design language. Those conventions were adpoted in the creation of design elements. However, AB testing showed a delay in locating elements to complete tasks such as an incident report. Therefore, the scope of the project was narrowed to this task. Design elements were standardized and prioritized so they could be more readily available for users when completing a task.
A/B testing showed that varient A (the incubment) produced 65% completion rate for the task of filing an incident report. I decided to test standardized elements in their visual appearance and position of the software. The result was an increase of the completion rate to 82%. In addition to this increase, it was observed that it took users less time to complete the task.
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Helper Elements
During the research phase, users expressed feelings of uncertainty and nervousness when it comes to completing compliance tasks. A progress bar was added to the report to give a sense of control and orientation back to users.
Results and Conclusion
This project was holted abruptly by the client's financial team, so no further research or implementation was done. However, if given an opportunity I would have performed qualitative and A/B testing on the hi-fi prototypes.
The prototypes that were produced recieved really positive feedback from steakholders (marketing and operations).
For an added sense of security, confirmations were added to the experience to give users peace of mind that tasks had been successfully completed.
JONATHAN JAKUBAS