Satisfaction scores dropped after a Fortune 10 e-commerce medical supply company moved medical clinic and hospital customers to a new medical supply ordering platform.
Role: UX lead consultant engaged to evaluate and optimize functionality needed to migrate the platform of the much more complex extended care customer audience (nursing homes, hospice, home-health providers, supply managers, provider direct to patient, etc.).
User-tested interfaces through iterative research and design
- Performed extensive moderated, unmoderated, qualitative, and quantitative customer research via UserZoom.
- Convened stakeholders outside of the working team and department to identify and address employee, customer, and patient needs.
- UX design of functionality and flows, including delegating some work to 2 UX designers.
Streamlined the steps for clinician-performed patient orders
Initial supply order usability testing identified roles, scenarios and needs of those who order products as well as previously unknown difficulties in switching accounts and finding products.
- Responsive account, clinician & patient selection allowed for a user to remain on their desired page and worked on mobile devices (crucial for for home care clinicians).
- Simplified the input of insurance information; allowing clinicians to quickly capture needed products while treating patients, and postponing the need for details until before order submission.
- Moved shipping information collection and decisions to the end.
Responsive account selection and insurance input
Made it easier and quicker to find products
Streamlined multiple screens into one search interface that could display, filter, and expand upon search results, previously ordered products, custom product lists, and product alternatives.
- Secondary research and competitive review to inform design.
- Validated resulting user interfaces.
- Evaluated product data with users and guided design of recommended product summary and details design.
- Sold need for search improvement project to review product categorization and data.
Product search and product details
Information Architecture
Navigation and home page information architecture and validation.
Purchasing rules management
Devised how duplicate methods to manage formulary and other rules could be created to allow for self-service; and therefore reduction in customer service hours.
UX best practices for key site functionality beyond the migration
Remedied peripheral UX issues identified through research.
- Added password reset to the login interface.
- Displayed error messaging at the time of relevance.
- Included timeout warning messages and options.
- Improved page loading experience.
Project management
- Organized and prioritized work to be released into two phases.
- Managed links to, and statuses of, extensive, multi-UXer research and design work in a Figma index file.
- Normalized team collaboration to increase user understanding and push solution boundaries.
- Facilitated the creation of a review process for leaders so improvements were appropriately included in the agile team backlog.
Figma work index with related research, and status
Recommended UX guiding principles for the team.
- Make products easier to find and reorder.
- Increase customer and sales team self-service to lessen the burden on customer service.
- Use the same search and product results list layout for all shopping activities. Modifiable filters and search settings allow for consistent user interactions and only one code set to maintain.