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Optimizing the site navigation

CLIENT
Consistent Solution Nursing
ROLE
Content Designer
TIMELINE
4 months
COMPANY BIO
Healthcare startup
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The Problem
  • Multiple, confusing entry points for booking home care left users feeling lost and confused.
     
The Process
  • Conversation mining
  • Usability tests
  • Heat map
  • Survey
The Solution
  • Reduce the amount of choices user has to make.
  • More targeted phrasing sourced from conversation mining.
The Impact
  • Drastic increase in task completion time
  • Higher levels of user satisfaction

Before

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After

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Original Entry Points

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Originally, there were five different avenues of getting in touch and booking a consultation:
  • Two phone number CTAs
  • One email
  • Two Contact Us CTAs
     
  • Our test participants reported feeling both overwhelmed and confused.  
  • Lastly, the CTAs didn't do what they said they were going to do.

Our research (survey, interviews, review mining) indicated a few specific user needs that should be addressed once users arrive at the site

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Here's what users want to do:

  • Book a consultation 

  • Talk to someone about care needs

  • Understand pricing

  • Learn about services

 

My redesign (found below) spoke to those exact needs in a much more targeted manner.

Redesigned Entry Points

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Insights
CTAs are now clear and to the point and directly address user needs.
This redesign led to users finding the exact information they needed in less time and with far less frustration.
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