UX Portfolio

Overview

Medgenome.com test menu which is a part of corporate website and outsourced for design and development. When it was launched we got only few leads per month, Marketing director asked me to rework on the test menu so that we can get more leads as per companies business goal.

Timeline

1 month

Role

As a UX manager I had to do the UX strategy, research, design (low fidelity, high fidelity), usability testing, visual design, We were team of 2 people, my team member worked as front end developer with PHP coding.

The Problems

Limitations of the current test menu as discovered in the discovery stage.

The test menu was for booking/ordering genetic tests but there were many questions unanswered before buying process. Like the price, Price of the tests was not available, There was no payment gateway integrated, Also user were not aware of the booking process which they would like to know before booking the tests.

Users were not able to find the tests by disease conditions.

There was no sorting options by method or TAT (standard, Expedited or Extended)

Also after booking there was no acknowledgement mail sent to clinician regarding the test booked, or when they will get back, Who will reach out to them etc.

The Problems

Limitations of the current test menu as discovered in the discovery stage.

Test menu was developed using HTML, Javascript in front end and database was created using Jason file.

There was no database to save all the tests ordered by clinicians as the orders were recieved only through mail.

The Design approach

Did stakeholder interview

Lead Generation Target

Identified the business goal which was to generate 100 leads within 3 months of launch.

Process Improvement

Next business goal was the process improvement by saving 3 days man hours of digital marketing manager by creating database of all contact form and enabling report generation.

Value for clinicians

Clinicians can order tests at any time from any where effectively and efficiently without depending on sales people and getting all information related to tests availability, test requirement, booking process, TAT, specimen types, gene covered etc.

Who are the users?

Identified primary users as clinicians and secondary users as internal digital marketing manager

What are success metrics

Test list leads should be 100 leads per month and it will be measured by generating monthly report of test order database at the end of every month

What is achievable and realistic?

Creating test menu where clinicians should be able to search as per the disease condition, gene name, Naming all the test names which has disease conditions in that so that when users search for test name by condition test appears
Adding the filter like by methods and TAT
Changing the Book label to Enquire on the button because users will not book test, without knowing price, booking process, without payment gateway options , without getting answers for their technical queries
Removing the unwanted (almost 15 fields) which users will not fill, which details can be obtained from users by sales people after getting their basic details like phone, name and email id .

Did Secondary Research

Did the secondary research and collected all the queries raised by clinicians so far by mail to tech support team, and enquired the sales team regarding what queries they ask you before booking test,
Enquired the customer support team regarding the users pain point, Got insights about the how the clinicians order test, what queries they raise, what information they look for, what are their paint points, How much they are expert in genetics and technologies
Interacted with subject matter expert and changed all the test names in-order to include disease condition within name so that when user search by disease condition test name should be shown instead of technical test name or test name with only gene panel etc
Categorised test names under different disease categories (like oncology, cardiology, ophthalmology ) for expert users and flexibility Also expert users should be able to search by gene name so the test name should have corresponding gene covered in gene list