PROJECT OVERVIEW
About this project: Chin & Woo Optometry Website
Problem: How might we improve the website to increase online appointment bookings, enhance user understanding of basic information such as doctor locations and hours of operation?
Solution: By interviewing users and analyzing the findings, I made suggestions to Dr. Chin and Dr. Woo about how they could improve their optometry website to increase the number of appointment bookings at their locations.
Timeline: I worked on this project part-time for 6 months (January 2022 - June 2022) before CVS shut down optical locations across the country.
My Role: As the sole UX Researcher, my role was to research and analyze findings to make suggestions to Dr. Chin & Dr. Woo on how to improve their website to increase the number of appointment bookings at their locations.
Team: Solo
Tools: Miro, Figjam, Zoom
KPIs:
Create a more-intuitive online appointment booking experience for new and existing clients
Increase the number of appointments booked per month
Reduce website bounce rate
Above: A screenshot of the homepage of the Chin & Woo Optometry website.
The research that I conducted for this project was focused on:
Validation: Validate the usability of the website during a first-time use experience.
Conversion: How many participants successfully book an eye appointment with one of the doctors?
Research setup
User Interview
I interviewed 5 people who wear glasses and/or contacts.
Questions Asked:
How frequently do you visit the eye doctor?
Who books your appointments?
What information is most important when searching for a new doctor?
Have you booked appointments online before?
Usability Testing
I conducted usability testing to evaluate:
User perception of the homepage information
Pain points encountered during appointment booking process
User interest in scheduling a visit with the optometrists based on the available website information
Affinity Mapping
After taking notes on the users feedback, I began affinity mapping.
I categorized all of the sticky notes into subcategories to understand where users were facing the most friction in the experience.
Journey Mapping
I created journey maps to empathize with the users and think about the experience from their perspective.
Key insights:
The website does not instill confidence in users: Users found it ironic that the optometrists’ website lacked color contrast, accessible font size, pictures of the optical staff, and language that the average patient could understand.
Hours of operation and location are unclear: Users were confused about what hours the doctors would be available due to listing “Optical Hours” and “Exam Appointment Hours” on the website. Also, neither the optometry website nor the CVS booking website stated in which location each doctor worked.
Suggestions for the optometrists:
For accessibility purposes and in support of the company’s mission statement:
Select a different color palette, creating more contrast and improving accessibility for potential patients
Increase font size so that users can read the information available on the website
Put a button on the home page of the website and on the top navigation bar to allow potential patients to schedule an appointment quickly and easily
Provide more clarity on their practice locations so that potential patients know when and where the doctors are available
Use less medical jargon so that users know what to expect in their appointment
Wrapping up & revisiting KPIs:
CVS shut down all Optical Centers across the United States, so this project was cut short. Had there been time to implement changes on the optometrists’ website, I’d have created wireframes, mockups, and prototypes of the redesigned website and tested the designs with users. I also would have compared the number of bookings and website bounce rates from before and after redesigning the website.
Reflection
If I were able to go back in time, I would’ve wanted to facilitate a workshop with the users. Through a workshop, I would want to do some brainstorming exercises with the users to generate new ideas for the website and do a card sorting exercise with users to understand what information from the current website was the most important to them. These insights would’ve given me a better idea of how to help Dr. Chin and Dr. Woo prioritize information and redesign the website