Pandia Health
Building Trust While Requesting Sensitive Data
Overview
Pandia Health is a birth control delivery company that offers a unique, prescription-writing service with the completion of their online sign-up process, as opposed to traditional methods of obtaining a prescription through a doctor's appointment.
Learn more about Pandia Health at www.pandiahealth.com.
Problem
Users were dropping off the sign-up flow (at a 99.3% rate) due to (1) mistrust about how their personal/medical info would be used, (2) a lack of understanding about which documents they would need on-hand to complete the flow, and (3) an inability to return to the flow after an interruption.
Goal
To increase sign-up conversion.
Results
My team redesigned the flow with dropdown information buttons to provide clear explanations regarding how patient information would be used, overview screens priming users to have specific documents on-hand, and "save and skip" features that enabled users to take control of their experience, resulting in a 30% growth in conversion.
Research & Synthesis
Platform
Mobile site (based on analytics, 70% of our users had entered the site through a mobile device)
Who are our users?
Women between the ages of 25-34 (based on analytics).
During our user interviews, we identified two archetypes that we nicknamed Careful Carol and Quick Katie. The former is open to other options for birth control and cares about details, whereas the latter has a strong preference for one type of birth control and wants to finish the flow as quickly as possible. Our designs would accommodate both types of users.
In-depth interviews revealed user anxieties regarding their medical information
We decided that the best way to understand why and where users were exiting in the flow was to gather qualitative data through in-depth facilitated usability tests. We found 8 users in our target age demographic who were currently using birth control and asked them to go through the sign-up process, commenting on each screen of the flow as they went.
Key user insights:
Users are on-the-go
Users need clarification
Users want their information to be accurate
Users want their information to be safe
The Problem
“Why am I finding out about this now?”
“It’s kind of confusing. It was really wordy. It wasn’t very clear.”
Ultimately, we realized that the reason many users didn't complete sign-up was simply because users didn't know what to expect from the flow, which in turn caused them to feel suspicious and frustrated.
Key issues:
Users didn't know why they needed to provide a certain piece of personal information.
Users didn't have the required documents ready to fill out the upcoming section.
Users would leave sign-up only to realize they couldn't return to their previous position.
Aligning Business & User Goals
Both the company and our users had an interest in mutual trust.
After synthesizing the information, we realized that our users wanted to trust our client and our client wanted to be seen as trustworthy. Our design solutions would focus on this concept.
The Solution
Journey mapping revealed which problem screens to focus on.
We decided to create a journey map to discern which screens were causing the most negative responses. This enabled us to narrow our scope to redesign only a handful of screens in order to make the biggest impact during our 3-week sprint.
The user journey above shows all of the screens of the sign up flow.
The 4 screens that received the most negative reaction were the ones requesting personally-identifying info (such as photo ID), agreement to legal terms, and payment info. Since we had a 1-month sprint, we focused on redesigning these screens to make the most impact for our client.
Goal: provide users with information so that they feel informed and in-control
We wanted to design specific visual cues that would:
Tell users what documents they would need to have on-hand
Answer common user questions
Help users anticipate the next step
Enable users to pause and come back when they're more prepared
Provide reassurance that users are completing sign-up correctly
The Redesign
Competitive analysis of other birth control companies revealed useful design patterns.
First, we looked at what our competitors did to promote trust and clarity with their users.
Typography, Colors, & Styles
Next, we created a style guide to unite all of our design moving forward. While we were constrained by existing typography and brand colors, we also strove to create buttons and icons to match the aesthetic. We wanted to minimize development time wherever possible and provide an organic transition for existing users.
Added Feature: Overview Pages
To prepare users to complete the flow, we decided to create a list of overview pages at the beginning of each section to because user testing showed that users forget what documents they need unless they have multiple reminders. We also used dropdown accordions to address potential fears, questions, or concerns a user might have about a section.
Redesigned Feature: Universal Progress Bar
Based on our research, users are often trying to complete this sign-up process quickly on a mobile device. To ease anxiety and frustration, we created a numbered, universal progress bar that conveyed progression, allowed users to anticipate next steps, and helped them gauge completion time.
Added Features: "Save & Skip" and "Review"
Many users will begin the sign-up process before having all the required documents on-hand. The save and skip button at the bottom of each overview page gives them the option to save and return when they feel more prepared. Or, if users have certain documents and not others, they can finish the sections that they are already prepared to complete.
The review screen further establishes trust by reminding users to go back to finish incomplete sections. This provides further reassurance to users that they completed sign-up correctly.
Testing the Updated Flow
Usability tests showed a significantly more positive response to the problem screens. Users felt reassured by the clarification questions at the beginning of each section, saying that they felt like their concerns were acknowledged and addressed.
Final Prototype
Final Thoughts & Next Steps
While the updates were recevied favorably by most of our testers, some also expressed confusion over the "save & skip button" changing into the "back button" and were still surprised by the $29 online consultation fee. Our future iterations would further differentiate the two buttons stylistically and feature the $29 online consultation fee in the “documents needed” page. We would also like to work on redesigning the "medical history" and "birth control preference" sections in the sign up process.