Challenge: Improve the experience of shopping for vision services through user feedback on wording and clarity of product listings.
Process: After SpendWell's launch, Customer Support experienced an increase in calls and emails from users who somehow purchased the wrong vision service. This resulted in a poor experience for them and for the health care providers who attempted to fulfill the services. In classic start-up fashion, we needed to quickly determine the cause of the issues and make changes to the site.
Outcome: In fifteen 30-minute sessions with SpendWell members, we received feedback on the overall experience of searching for and purchasing vision services, using a scenario- and task-based study design. Participants identified what aspects of the product names and descriptions (language, layout and design) were useful or confusing. This helped us understand exactly where to make changes. Their feedback illustrated the the need to align SpendWell products (and the shopping process) with how people currently think of searching for and purchasing health care (their mental models), in a new e-commerce context. It also showed the importance of using simple, clear, unambiguous and familiar language (e.g., plain English, not medical/insurance speak), and providing contextual help and relevant examples to guide users to the right service and keep them from exiting the shopping flow.
My role: Stakeholder collaboration, research design, project management, recruiting, data collection and analysis, design recommendations, report and presentation