Increasing Trust in a Medical Booking Site
A case study for Prenuvo client project
Prenuvo’s mission is to promote the use of MRIs as a preventative health measure to diagnose diseases early.
We were tasked to increase bookings and improve the booking flow.
Cynthia Bach, Clinton Walker, and Wonjin Kim
3 week design sprint- 1 week in person, 2 weeks remote due to shelter in place
Secondary research, heuristic evaluation, client meetings through Zoom, usability testing and interviews through Zoom, business evaluation, competitive/ comparative analysis, user flows and affinity mapping in Miro, wireframing and prototyping in Figma.
How might we increase bookings and improve the booking flow?
Prior to diving into the project, we had a kickoff meeting with the client where we discussed the company, the customer base, and the goals that the client has for working with us. The client expressed that they wanted to raise market awareness, sell the service and find a balance between addressing fear and encouraging action. We learned that the company has many visitors to their website, but only a small percentage of those visitors actually follow through and book an appointment. We were tasked to increase bookings and improve the booking flow.
What is preventing users from booking an MRI?
To get a feel of users' impression of the client website and their understanding of MRIs, we conducted a combination of a short interview along with usability testing of the existing website.
We asked users: What do you know about MRIs? And how do you feel about using it as a preventative health tool?
Some insights from the interview are:
MRI is not something they think about when it comes to preventative health.
Users knew that claustrophobia was a concern among some people, but fear of the procedure was not the first thing they associated with MRI.
Some insights from usability testing are:
Users needed to know more about the company to develop trust and feel comfortable booking an appointment.
Users were not easily able to find the information that they needed.
How might we increase the user’s trust?
Helping users understand the company’s ‘why’
The company’s mission statement is very impactful, and users had a positive response to it. However it was not easy to find within the website. Bringing this information to the forefront would be a low cost, low effort and high impact way to help the user understand the ‘why’ and humanize the company.
We created a wireframe of a homepage for the company with these points in mind.
Making the company's mission visible
Humanizing the company and website
We did some secondary research and found that many users look for information about a physician before making an appointment. Through a google search of the company, we found a compelling article about the founding doctor that communicated his background and expertise. We made the connection that if we include this information about the founding doctor, this would be another low effort, low cost, and high impact way to humanize the company and develop trust with the user.
Bringing the founding doctor to the forefront,
and communicating his expertise and vision.
How might we improve the experience?
Reorganize information architecture
For usability testing, we created a scenario and asked users: If your doctor asked you to get an MRI and referred you to this website, what would be the first things you’d look for?
There is a lot of information on the website, and we noticed that users would glaze over the drop down menus because they were too wordy.
We found the main information that users would look for on the website were: pricing, FAQs, about us page, what's involved in the scan, and the doctors they would be working with.
With this information, we ran a card sort within our team to reorganize the information architecture, and also brainstormed ways to label the menu in a more concise way to avoid overwhelming the user.
Reorganization of the navigation and information architecture
Moving less looked for information to the footer.
The free risk report is a way to pull customers in, but got lost in the home page. Adding as a button here gives it more visibility.
Reorganized based on what users are looking for first.
Re-work booking flow
A smooth booking flow would naturally be an important component of increasing appointment bookings. We looked at the booking and checkout flow of a popular online travel agency, as well as the booking flow for a medical website, and compared it to the existing booking flow.
We explored moving the sign in and account creation to the end of the flow, instead of having it mid flow, and we also explored booking as a guest as an option.
Existing booking flow
Popular travel site
Account creation is just after selecting options, and before answering personal medical information.
Account creation is at the end
We discussed these explorations with the client, and recognized the client’s need to capture the users information early on to establish communication with the user should they have a difficult time navigating the medical information.
We built and tested a prototype that included the booking as a guest option, since the popular theory is that account creation or sign in causes friction for the user. Through usability testing of our prototype, we found that users had no hesitations in creating an account in this case because it is a medical appointment that they are booking. In addition, placing the sign in just before answering a personal medical questionnaire made sense in terms of keeping user information secure. In the end, we kept the sign in and account creation where it was in the flow.
Thinking about form design
Many parts of the booking flow include forms. so thinking about form design best practices was important to support a pleasant user flow. When re-working the forms, things we kept in mind were: visual consistency, field label placements, organization of the information, error prevention and password validation, as well as keeping forms concise and digestible.
Create account wireframe
Password validation so it is easy for users to create a password that works.
About me wireframe
Thinking about information organization and grouping.
Breaking down the safety questionnaire
Within the booking flow, there is a safety questionnaire that determines the user’s eligibility of taking an MRI. This questionnaire has three distinct sections to it. To keep in line with the previous screens that had a single topic per screen, and to prevent overwhelming the user, we broke this questionnaire into three separate screens: the referral page, the safety questions, and the reasons for scan page.
In the referral page, the recommended option was to select an independent physician to review the user’s information and write a referral. This was a point of hesitation for the user during usability testing. The users would often ask who the independent physician is. Adding an information button here with the physician information would be a simple and effective way to ease the users mind and reduce hesitation.
In the safety questions page, we noticed that the statements were framed negatively, and the user had to choose whether the statements were correct or incorrect. The framing of the statements this way required extra thought from the user on how to answer correctly.
We understood that the questions were framed this way because in order to proceed with MRIs, it is safer if the patient has not had these procedures. But, in order to reduce friction, we rephrased the statements to be more neutral and straightforward questions with a
yes or no answer.
Getting the details right
The first screens of the booking flow had a single task at hand, selecting a location and selecting a time. In those screens, we simplified and removed elements like customer testimonials to reduce distractions, since research would have been done by the user before starting the booking process.
Throughout the flow, we added a ‘checkout box’ that included the appointment time, location and service the user chose. This would remind the user of the options they chose and gives them an opportunity to go back and correct it if anything was wrong.
At the payment page, the summary checkout box is enlarged and we prioritized the information so that appointment time is on top, since that is the main item users would double check. We added an edit button there that would prompt a calendar to pop up for easy correction if the user wanted to change the appointment time.
After the user books and pays for their appointment, the confirmation screen includes information for the user to prepare for the appointment. This information sets the user up for a pleasant experience when they arrive at their appointment.
Proposed safety questionnaire
Adding information button to inform users who the independent physician is to reduce hesitation.
Proposed safety questionnaire
Rewording phrases so that they are straightforward questions with yes/ no answers.
Proposed safety questionnaire with expanded options
Organizing options in column form rather than inline to make it easier for users to see and choose the correct option.
Boxes expand for each question if the user answers yes.
Payment information wireframe
Reorganized information hierarchy to easily check selected options.
Edit button for easy correction.
Confirmation page wireframe
Reminders and tips for the user in preparation for their appointment so that they have a good experience beyond the website.
RESULTS AND REFLECTIONS
An exciting find for me while synthesizing insights from usability testing, was realizing that while users were looking for information about the company, they were looking for cues to signal trustworthiness. Coming up with several low cost, low effort and high impact solutions to those challenges were also exciting and if there were more time, I would explore implementing these ideas more throughout the site.
Working on the breakdown of the safety questionnaire within the booking flow was a mini UX project itself. It was interesting to explore language and framing of questions here.
There were so many different aspects that we wanted to tackle in this project, but the 3 week time table was very short, adding to that the transition to working from home due to the Covid-19 shelter in place order. Our team adapted quickly to working remotely and found digital tools that helped us move forward with our project, as well as pull off a well-orchestrated presentation.