Neuroflow

The Problem

NeuroFlow has grown tremendously increasing the number of users on its provider-facing platform as well as its patient-facing app. With the growth of the company, the original site no longer reflected the audience they serve and its overall mission.

Project Goals

• Identify target audience

• Identify user’s pain points

• Identify areas of opportunity

Original Design

New Website Design

Early Discovery

The goal for early discovery was to understand the current state of the website, what stakeholders would like to see in the site redesign, and to analyze existing data and research. I sat down with 12 stakeholders to understand how they currently use the website, what improvements they would like to see and if there was anything in particular they wanted to learn from users in the research phase. After speaking to stakeholders, I did my own analysis of the website and created hypotheses of pain points I wanted to confirm and/or deny.

Process:

• Data analysis

• Content audit

• Heuristic analysis

• Insights from stakeholder interviews

Understanding the Users

Once I spoke to everyone internally and got a general understanding of where the website stood, it was time to move into external user interviews. NeuroFlow has a wide range of customers so the goal was to speak to a few users per customer type. Before jumping into interviews I created hypotheses of what I wanted to confirm and/or deny with these interviews. The hypotheses guided the questions I asked and allowed me to stay on track to get the most out of these calls. In the end, I interviewed a total of 10 users.

Insights:

• Users didn’t understand the problem NeuroFlow was solving from the information on the site

• Users couldn’t find pages that were relevant to them

• The copy on the website used a lot of jargon

• The website design wasn’t optimized

Personas & Journey Maps

From the wide variety of users I spoke to, I was able to identify the 5 users the website catered to and create personas and journey maps for each persona type.

Card Sorting

With users not understanding where to find the information they wanted to see, I thought it would be important to conduct a card sorting exercise to see how users would group information. A constraint I had to work through was conducting this exercise during the pandemic. We weren’t able to meet people in person for these test so I had to conduct everything over Zoom. I was able to get 14 users to participate in the card sorting exercise.

Future State Concepts

Once I understood our users and what stakeholders wanted for the redesign, I was able to start thinking of possible solutions. I collaborated with the product manager intern by taking the card sorting and interview results to create a new information architecture for the website. From there, I created the jobs to be done and the golden path user flows for each persona.

Low Fidelity Wireframes

Hand off of Deliverables

With the bandwith of the team, it was decided that once all research was completed, we would bring in a contract web developer to design the new website. I was responsible for organizing all research so key findings, areas of opportunities, user pain points and company goals would be clear to the contractor.

Key Takeaways

Prioritizing solutions takes balancing user needs and company goals

Sometimes what stakeholders want and what users want don’t align. It was important for me to see where everyone was coming from and then decide from there, what will be the best solution to meet everyone’s needs?

One user’s needs may cause conflict in another users needs

With serving so many users, there may be times where solving for one user’s needs causes confusion within another user. Finding ways to mitigate that on important pages like the homepage required a lot of strategy and collaboration with the marketing team.