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CONTACT FORM REDESIGN

I wrote the microcopy, updated the error message, and designed a verification screen to support user needs.

CLIENT
Consistent Solution Nursing
ROLE
Content Designer
TIMELINE
4 months
COMPANY BIO
Healthcare startup
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The Problem
  • The lack of a verification screen and any helpful microcopy was causing user frustration, leading to high rates of both dropout and dissatisfaction.​
  • Stakeholder was consistently receiving inaccurate information in messages, causing delays in service.
The Process
  • Moderated usability testing
  • Stakeholder interview
  • A/B testing
The Solution
  • Write (and test) helpful microcopy to guide user through process of sending a message.
  • Design a verification screen that fosters trust and reassurance with the user.
The Impact
  • Decrease in user dropout and frustration.
  • Rise in user satisfaction rates
  • Stakeholder reported a significant increase in both the amount of messages received and the quality/relevance of the content.

After

Before

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After

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Going off of the original screens, it would have been easy to diagnose and "fix" the issues based upon my experience in the field.

Wanting to establish metrics for success and base my redesign in hard data, I put the original designs through 9 rounds of moderated usability testing.

I recruited 3 participants (all with different levels of experience with booking home care) to work their way through the original design, my initial redesign, and the final redesign, instructing them to talk their way through the experience, noting any points of friction and/or joy. I followed up with brief interviews.


 

Original Contact Form

Aaa.png
Insights from usability test
PARTICIPANT 1
What am I supposed to include in the message?
PARTICIPANT 2
I'm guessing they just want to know what service I need.  I wonder if I can ask questions here too...
PARTICIPANT 3
This is terrible.  What do they want me to write?

Original Error Message

Generated when user enters incorrect email format
Insights from usability test
Aaa2.png
PARTICIPANT 1
What do they mean when they say later?
PARTICIPANT 2
I didn't hit send yet.
PARTICIPANT 3
How much later?  
"There was an error trying to send your message.  Please try again later."

My redesigns were based on the insights from these tests as well as information I gathered during my stakeholder interview.

 

During the stakeholder interview, I learned that the messages he was receiving from potential clients (received through the messaging platform shown above) weren't exactly what he needed.  

 

The information was vague and required some back and forth to further understand his customer's needs.  It was tiring for the stakeholder, and didn't really give off professional energy.  It was also a bit frustrating for the customer.  

​

​

Here's what the redesigns involved:

  • an updated contact form with helpful microcopy 

  • a more targeted error message

  • a verification screen 

Redesigned Contact Form

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"Tell us a little about your situation.  Include what type of care you
need and when you need it."

EDIT 1
Updated header, subheader, and microcopy to better guide user through the form.
EDIT 2
Asterisks are now explained at the bottom

Redesigned Error Message

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EDIT 1
Error message is now specific and contextual
"That email is not quite right.  Check the spelling and try again."

Verification Screen #1

ohyea.png
  • The initial contact form did not include a verification screen, something that confused and frustrated the user. 
  • We designed this to be helpful, but our testing sessions revealed the tone to be bit out of context. It didn't take the user's emotional state into consideration.
  • Successfully sending a message about possible home care for a loved one isn't really a happy occassion so the tone felt a bit out of context.

Verification Screens, Field Testing, A/B Testing

I wrote up 5 different messages that I thought could work, and narrowed them down to 2 with the help of some field testing (bribing strangers with 1$ beignets in our local coffee shop).

We ended up with 2 favorites, and put them through some A/B testing with the help of Lyssna.

Here are the 5 screens we put through the field testing.

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Here are the 2 favorite screens with the results from our A/B testing.

A

30%
(3 out of 10 people)
oh yea.png

B

70%
(3 out of 10 people)
Lsatone....png

Here's the final screen with some insights from the testing.

Lsatone....png
  • Those who chose this screen reported feeling better about the tone, using words like "warm" and "reassuring" when asked to describe the message: the very two things our users need.
  • They also reported feeling better about having a specific timeframe.

This was all pretty basic, content design 101 kind of stuff.  But it worked.

User dropout rates decreased, user satisfaction scores rose, and the client reported a significant increase in both the amount of messages received and the quality of content included in each message.

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