Since the company had only been a year old, the homepage was kept in its first iteration. However, as the team got to understand its users better, we realized that some parts of the homepage did not work with the user persona we have and were causing some conversion problems. With a clearer idea of who our users are, coupled with data and demographics of our earliest adopters, it was time to give our old homepage a fresh makeover with what our users truly seek.
Nature of the homepage
The main homepage of Laguro had been acting as a landing page where users could simply start their search for dentists near them. However, when watching the users interact with the homepage through heatmaps, recordings, and user studies, the homepage did not seem to help users proceed to the next steps of finding a dentist and ultimately making an appointment. Many users left the homepage without interacting with most of the sections.
During a user study, we spoke with Lisa (26 years old), one of the patients at a local dental clinic we partnered up with for user studies. When I asked her what she would expect from a patient-dentist matching platform, she said that it would be important to have a way to narrow the list of dentists down through filters such as working hours, specialties and insurances accepted.
The original homepage was not engaging.
Since the original homepage was limiting the users to continue using and exploring the platform, we decided to rethink the content to give users a better idea, interest and build trust. We also identified the following pain points.
1. Most users are new users
- Leave before signing up
- Have a hard time understanding special features
- The information and the structure made the process seem complicated
2. Dental patients have specific preferences
- Searching by location is not enough to narrow down their search
- Every dentist has different insurances they are in-network with
- No way to specify what insurance the user has, treatment desired
User & Business Goals
The user goal was to introduce the platform to new users in a concise but clear way, and the business goal was to increase new users and appointments made.
If the goals have been met, we can help users build trust in our platform and gain more touch points to reengage with them.
How might we introduce instructional steps and features at a glance?
Exploration & Strategy
How might we encourage users to sign up?
How might we improve the search experience?
To understand the nature of homepages, we analyzed how other search-based platforms introduced their product.
We worked with a data analyst, to gain insight about our users. We asked questions such as 'Which section of the page are the users most frequently leaving?' in order to build assumptions as to why they were leaving.
We also watched heat maps and recordings of real visitor behaviors to see what users look at and click through.
Understanding Target Users
Redefining who we are designing for helped us understand what tone or language we should use to better inform and guide the target user throughout the page.
While iterating and brainstorming the page, we looked into Laguro's style guide and UI components to maintain consistency. We also discussed how we should utilize the paddings and margins of the page.
Since the homepage acts as a way to narrate what our our platform does, I worked closely with our business operations team and an illustrator. We defined relevant content, how such content should be structured, and what the order should be in order to be easily comprehendible.
Iterations & Validating Assumptions
After loops of feedback and testing from the design team, business team and engineering team, we learned that for users looking for dentists tend to have specific preferences, such as insurance acceptance, availability, specialties and treatments the dentist offers. To take action on this, we decided to deploy a 'Survey' feature in lieu of the search bar we were using to help users receive personalized search results.
We continued to collaborate with the team for feedback. Validating our solution through testing especially helped us become more confident with our solution.
Guiding Users To A Personalized Search
One of our main pain points was that every user had a distinct preference when searching. Typing in a location was not enough.
To address this problem, we focused on guiding the user step by step to filter out their options through a quiz. Talking to real dentists and patients helped us figure out which questions to ask and how to make the process as easy as possible for the user.
Since the company is at an introductory stage, we wanted to emphasize what special features we have to offer.
Through the feedback we had received in the previous design, we learned that it was too wordy and overwhelming.
We approached this problem by emphasizing each feature one at a time, as well as visualizing them.
Encouraging Sign Ups
One of our business goals was to increase the sign up rate.
To contribute to this goal through the homepage, we brainstormed and designed an end-to-end sign up promotion system. This required brainstorming with dentists and insurance plans to figure out the amount of credit that will be applied, designing the banner, and figuring out the placement of the banner based on user testing.
This platform is used widely across desktops, tablets and mobile. To fit these requirements, we made the platform responsive to all of these devices.
Designing with Frequent User Testing
We worked closely with the Test.io team to observe new user behavior, receive feedback on what was or was not working and improve the overall experience. It also helped validate our assumption of rebuilding our homepage to be more user friendly with thoughtfully structured content.
The newly redesigned homepage was shipped on August 1, 2019. We reached our goal of raising the number of new users and lowering the bounce rate significantly after launching the product. There certainly are a lot of further improvements we can make, so we continue to dive deeper on what is working and what isn't while iterating often and early to meet our users' needs.