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REDESIGNed EXIT PAGES of an ONLINE EYE EXAM

easee.online

easee online eye exam

EASEE ONLINE EYE EXAM

The easee online eye exam is a clinically proven and CE certified medical device. It is just as reliable as the optician, without the hassle of traveling or appointments, as the users can check their eyes and get a new eyewear prescription from the comfort of their homes. The only things the user needs to do the exam, are a laptop, and a mobile phone. Learn more about easee here

As the lead Product designer of the company, I have contributed with my designs to various products of easee. One of the main problems that I had to solve was the users’ doubts regarding the exam’s reliability. Regardless of the device’s innovative technology, the scientific team behind it and the certification it was obvious that many users still hesitated to trust this new medical tool.

what prevents users from trusting an online eye exam

This is a question we had been trying to answer for a long time and that is why user research was imperative. By conducting user interviews and collecting quantitative and qualitative data through web analytics and our partners, I discovered some challenges that we could resolve. The Customer Success team and the Product Manager were supporting this research from the beginning, and along with the Customer Experience team we were able to collect

Collaborating with the Product Manager we also set up a new research and data analysis process, by using the Dovetail tool. We could collect all the customer feedback and the insights from the user interviews, understand their challenges and use those insights to improve our product, by using information that could be accessible to every stakeholder in the company. After all this time we had a better idea of the reasons that made our users feel doubtful about the online eye exam.

  • Users had different expectations when starting the exam
  • Users were not sure when their exam results would be delivered to them
  • Users could not understand when they would be ineligible for an eyewear prescription.
  • Partners wanted more in-store appointments through easee online eye exam

Product challenges: Improving the UX of a medical device

Working on user experience issues of a certified medical device can be exciting but also challenging. As a product designer, you need to consider the processes, the certification restrictions, and the timeframes of all the audits the device has to go through.
For example, there are periods that the device cannot undergo any significant product changes as there might be pending approvals from international health organisations like FDA , which prevent us from significantly changing the product.

Along with the Product Manager and the Product Owner, we needed to find a way to help our users trust the online eye exam without making significant changes. Due to the architecture of the flow, we could not restructure the exam. Still, based on the User Research there was an opportunity to solve the discovered user problems by redesigning the Exit pages of the flow.

The exam’s Exit pages are what the users will see after spending 15-20 minutes doing the exam. Through those pages can either find their exam results, pay for their eyewear prescription or learn why they might not be eligible for a validated prescription. We could improve those pages to not only better help the users understand what they should do for their vision but also give them a solution in the case that we could not help them and forward them to our partners (optical retailers) where possible.

Prioritising the users’ problems

I started working on the next phase of this product challenge, and the first thing I needed to do as the lead designer of the project was to include the right stakeholders early on in the process. Together with another designer, the Product Owner, and the Product Manager, we needed to prioritise the work. The exam had multiple Exit pages, as the outcomes could be more than one. Considering the ROI of each of those pages, and the capacity of the developers’ team we decided to work on the following challenges:

1. Help ineligible users: Understand “why” they are ineligible and know what to expect next.

After answering some questions in the exam the user is led to the right flow to begin the exam. In some cases (health issues, damaged eyewear, older than 45 years old, etc.) the user might be ineligible to get a prescription, however, they can continue doing the exam. In those cases the would be a Pre-Exam screen, informing the users about their ineligibility. While testing the exam with the users we realised that the users wouldn’t read this screen and even if they did they thought that they would be ready for the exam and that in the end, they would get a prescription.

They would proceed, they would finish the exam and they would land on an exit page, only to get disappointed, as they would realise they cannot get an eyewear prescription.

Many users while being on this exit page, thought that the Visual Acuity results that were shared on this page were their prescription and most of them would only notice them after being nudged to scroll down to the page as they were not able to see them.

We needed to set the right expectations for the ineligible users and clearly inform them that while we would not be able to provide them with a new eye prescription we could check their distance vision.

After setting the right expectations, we needed to provide the users that would continue to the exam, with an alternative solution. Since they would not get a new prescription from easee, we could forward them to one of our partners, so that they can book an in-person appointment and test their eyes with an optometrist. Also, during the user research, we discovered the need of the users for more information about their results and their interest in the science behind our technology.

After conducting usability testing on the screens we were happy to see that it was clear for every user that they would not receive a prescription and everyone appreciated that they were informed before spending time on the exam.

2. Improve the usability of the payment flow

Another challenge for our customers and the customers of our partners was to understand when they need to pay for the prescription validation, what they are paying for, and how they can apply for a discount voucher. We knew that the users were surprised to land on the payment page as they were not confident to continue and end their journey. This was clear to us through user research and through analytics, where we saw high dropoffs at this phase. The users thought that this was a page with promotions and they got suspicious.

After two iterations, and usability testing, we redesigned the payment flow, so that:
a. the user knows what they are about to pay for
b. the user feels safe to proceed to the payment
c. the user can easily add their voucher
d. the user knows that they can get a refund if our optometrists decide to not issue a new prescription to them

Another issue with the old flow was that once the user decided to pay, they would see two screens for the checkout that provided no extra information to them. It only seemed like a repetitive step during the process.

There was an opportunity at this point to improve the flow by combining the two screens in one and improving the visual design of the flow.

The redesigned payment module after the voucher is added

3. set the right expectations: Waiting for the new prescription

After a user completes the payment, they land on a page where they are informed that our team is reviewing their results. This is the Pending validation page. During research, we understood that many users didn’t feel confident when reading this page. They were not sure what they will get back from the team and when they would be reached out, while they all expected to definitely get a new eyewear prescription. However, depending on their exam results the optometrist might decide that they should do an in-person examination and get back to them with some advice and not a prescription. As a result, this would cause disappointment to the users and we decided to set the right expectations through this page.

  1. Payment success: As part of the payment flow, and since this page would be displayed after the payment has been completed, we needed to inform the user that the process has been completed successfully.
  2. Expectations: Then, we let them know about our team’s working hours and the waiting time and shared with them the possible outcomes after the optometrist validation.
  3. Making waiting time useful: The users who had talked to us during the research had shown interest in learning more about our technology and our scientific team. Obviously, this type of information would also boost the exam’s credibility and trust, so we included links to our blogposts, where the users could read about the science behind the exam.
    There was also an excellent opportunity to promote our partners and provide discount vouchers for new eyewear.
  4. Reassuring the user: During the usability testing, we got the feedback that it was not clear to the users whether they should close the window, and they were afraid that their data might be lost if they did so. To avoid any needless stress for the users, we added a guiding prompt to close the window at the bottom of the page.

We also ensured that all the pages were responsive and improved their design on tablet and mobile screen so that the right information is above the fold and the user finds all the needed info easily regardless of their device.

The mobile version of the page

User research

Following the Design Thinking process, we needed the users’ feedback not only at the beginning of the process, while defining the problems, but also to validate the new designs and our assumptions. We conducted usability testing with 5 users, following the methodology of observation. The users were given two scenarios, in which they would be either eligible for a new eyewear prescription or ineligible.

During this remote moderated usability testing, we were happy to see that at the payment flow, for 60% of users, it was clear what they were paying for and on the pending validation page, everyone understood when and where the results would be delivered.

On the other hand, we found some opportunities for improvement as well. In the first iteration of the exit page for ineligible users (challenge 1), 60% of users didn’t understand what the Visual Acuity results were, and 80% could not interpret the given values. Also on the payment flow 60% of the users had no idea what we meant by informing them that they were eligible for validation, while on the first iteration of the Pending validation page, the majority of the users understood they might not get a prescription but for everyone it was not clear what they would get if not a prescription.

All of these concerns and challenges were addressed on the final designs and we only needed to measure the success of the redesigned pages.

Measuring the success

To gauge the impact of the redesigned Exit pages on our users, we established a set of metrics. Collaborating with the Product Manager, the Product Owner, and the Customer Satisfaction Manager, we formulated the following objectives for the three months following the release:

1. Objective: Ensure users have accurate expectations regarding the outcome of their test
Metrics: a. Number of customer feedback & complaints through Freshdesk
b. Increased NPS score from Ineligible users (+1 point)

2. Objective: Enhance users’ understanding of locating their eyewear prescription after approval.
Metric: Reduction in the number of customer feedback & complaints through Freshdesk (-50%)

3. Objective: Enhance partner value by directing more users back to partners.
Metrics: a. Improve click-through rate of CTA (+30%)
b. Boost partners’ in-store appointments (+15%)

By diligently tracking and analyzing these metrics over the next three months, we aim to validate the effectiveness of our design decisions and continuously enhance the user experience.