At present, I am working at Bupa as a lead UI/UX designer for the Provision digital transformation. One of the BCS projects I was assigned to when joining was to pick up a number of optimization activities which supported the businesses objectives. In this blog post I want to dive deeper into my UX thought process to show you, step-by-step, how I conducted usability testing in a optimization piece to drive design change decisions and ultimately help increase the lead conversion rate.
The site had already been live for four months which allowed time for external feedback, internal feedback and analytics to accumulate data. One area which had been identified by the Product Owner was within the ‘Request a Guide’ process which required an increase conversion by improving the user experience journey as early data indicated a big drop-off rate:
- 67% of visitors are only interested in requesting one guide
- 69% of visitors next page flow after request a guide page is to exit
- 5% of visitors go on to complete a download request
- 0% of visitors go on to complete a post request
Since the goal was to optimize the designs in order to improve usability, the UX research methodology approach was to improve the design direction that has been chosen. The focus was to gather qualitative answers and behavioral data through a scripted, lab-based study use of the product. Some of the answers I wanted to gather through these tests (based on the analytics and my own use of the form) included:
- Is each module (image/text) descriptive enough?
- Are users looking to select more than one guide at a time?
- Do we need a form for download?
- Does the confirmation give users flexibility over downloading and opening?
- Should PDF open in a new tab or actually ‘Download’?
- Is filling out the form a simple process?
Since the goal was to optimize the designs in order to improve usability, the UX research methodology approach was to improve the design direction that has been chosen.
Participants matching the user personas of the target audience from other areas of the business were brought into a one-to-one lab and given a set of scenarios that lead to tasks. By doing this, I was able to watch people use the RAG form and gain qualitative insights into what is causing users to have trouble which helped me determine how to improve the design.
I was able to capture a screen and audio recording of each participant’s action which raised a number of pain points for the users:
- Information hidden behind ‘info’ button
- User’s are missing the CTA buttons
- Form is not obvious
- Too many clicks to reach final goal
- PDF file size is big – not web optimized
- Guides cannot be ‘downloaded’ as the copy suggests
- ‘Post’ could also suggest posting to a social media platform
This then allowed for a number of objectives to help solve these issues:
- Give users as much information without additional actions
- Remove this two-click process with one clear CTA button
- One-click download or open PDF with preview
- Simplify form
- Give the user autonomy – open the PDF in a new tab or download the PDF
- Web version of each PDF is needed – reduce file size
- Copy needs re-wording. Currently misleading
With all the feedback and data collected, I was in a position to scamp different feature changes by exploring competitors who have one or more forms for download online and brainstorming latest design trends on Dibbble and Pattern Tap. Then sketching an improved user flow journey to get a good idea of different pages and states user will be going through, creating wireframes using Axure and then Photoshop to design visual mockups.
Finally, using InVision I was able to turn the flat comps into clickable, interactive, working prototypes to run by the tech team to ensure they were feasible and that there was no limitation understanding on the proposed designs:
- Remove “i” button from each tile and move the supporting descriptive text below the title
- CTA button on each tile to increase CTR
- Brief intro to the overlay form to clarify the reason a why we need user’s data and how it will be used
- Clearly show selected guide(s) within the overlay form and the option encouraging them to add more guides to the list
- Split name field into First name and Surname to help guide the users
- Keep email field to one – two only needed during a secure signup process
- Provide a radio button option to allow the user to have the guides downloaded, posted or both
- Address fields removed and replaced with a Postal Code finder. This allows the user to select their address instead
- If address is not discoverable, present a link to open manual input fields
- Option to open the PDF inside the browser (for mobile) or download if on the desktop when on the confirmation overlay form
- Allow the overlay to work through individual care pages
- Live validation on each form element before the user clicks on submit
Since I was working in a lean, agile development process, the changes were rolled out prior to any further user testing for immediate feedback and data analytics. Early results already show:
- An increase in RAG Responses based on a year-on-year analysis
- An increase in Lead Conversion Rates based on a month-on-month analysis
The live site can be found using this URL: