Sara Sherwood

Client

Singlecare

Project type

User Research

Role

Product Design, UX Research

Project Timeline

Jan - March 2019

With an increase in monthly active users, the product team wanted to reduce churn and improve the coupon redemption flow.

During our first requirements brainstorm we asked the question: How could we remove pain points to improve overall redemption rates? Reducing sign-up friction and identifying areas of churn were two of the core problems we needed to solve to meet our end goal. Understanding our user’s goals and intentions was more nuanced than just getting a discount for their prescription. These was an element of trust and credibility in our platform that played a key role in whether or not a user converted.

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Research

I worked closely with the PM on our team to gather feedback to challenge our assumptions and bias. An exit intent survey validated our assumptions that users were frustrated. With a sample size of 650 users, 75%+ of them either were not sure or not able to find what they were looking for.

Analyzing Findings + Defining Opportunities

After cataloging and categorizing all of the feedback into buckets, I worked with the product team to hone in on quantifiable opportunities. Our goal was to find problems to solve that would strike the balance between level of effort and impact on our business goals. We narrowed our focus to to 3 different areas of focus: quick wins, mobile accessibility, and search.

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Mockups

Results

Increased conversion rates for over 1.2M+ monthly SingleCare site visitors through the re-designed mobile wallet flow that reduced drop-off rates and user friction.

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