Website UX
Website UX
One RCM system to rule them all.
Overview
Defining how a financial SaaS company talks about themselves and designing a website to help them do it.
Role
Lead UX/UI Designer
Industry
SaaS | Finance | Healthcare
Skills Used
IA Development, Interaction Design, Visual Design, Art Direction
Quick note: In order to comply with my NDA, I have omitted or anonymized confidential information, such as the company’s name and branding, statistics, etc. All images are recreations based off the project. All opinions are my own and do not reflect the view of previous employers, clients, etc.
Overview
Background
Metrix is a financial services SaaS start-up that offers a full suite of solutions to help healthcare organizations manage their revenue cycle.
With the backing of their parent company, Metrix jumped headfirst into the fray but quickly realized they weren’t sure how to articulate what exactly they did, let alone how to present it. With their branding largely influenced by their parent company’s, they set up a limited website with the intentions to redo it once they were more sure of their messaging. Once they realized they could kill two birds with one stone, they got in touch with my team.
Project Goals
Define Metrix’s messaging and how they talk to prospective customers
Design a modern website with the new messaging throughout
Convert visitors on the site to leads
Discovery
Stakeholder Interviews
I wanted to get to know our users. To do so, I had discussions with members of both the leadership and sales team, as well as some current customers, during which I learned a couple of key bits of information.
Most Clients Don’t Know What They Need
Many of Metrix’s prospects are doctors, practice managers and admin assistants who, typically, are not experts on finance. More often than not, they realize that they are losing money somewhere, but they’re not sure where or how to fix it.
Even When They Do, There’s Often More They Can Do to Optimize Their Cash Flow
When clients are looking for specific services, they often aren’t addressing all the problems with their revenue cycle.
Most of the competition was extremely vague about their offerings
Discovery
Competitive Research
Once we talked to some of the key stakeholders, we decided to take a look at some of the competition. Over the course of the research, we found a few trends that were really interesting, especially in the context of our previous conversations.
Provided Vague Information
Most of the competition was extremely vague about their offerings , mostly using decorative language to get people to submit a meeting request.
Difficult to Find Exactly What You’re Looking For
Many of these sites were hard to navigate. Some had too much information while others had navigation that was so limited that you are often unsure of where to find what you’re looking for. Also, as with many things in the healthcare industry, industry jargon got in the way of finding the right service, which we could infer would be an issue for people already not sure of what they’re looking for.
Discovery
Competitive Research
Once we talked to some of the key stakeholders, we decided to take a look at some of the competition. Over the course of the research, we found a few trends that were really interesting, especially in the context of our previous conversations.
Provided vague information
Most of the competition was extremely vague about their offerings, mostly using decorative language to get people to submit a meeting request.
Difficult to find exactly what you’re looking for
Many of these sites were hard to navigate. Some had too much information while others had navigation that was so limited that you are often unsure of where to find what you’re looking for. Also, as with many things in the healthcare industry, industry jargon got in the way of finding the right service, which we could infer would be an issue for people already not sure of what they’re looking for.
Most of the competition was extremely vague about their offerings
Defining
The Message
After compiling the research, I sat down with the accounts team and hashed out some of the messaging, as it would directly affect the information architecture. Based on the results, we came out with a few bits that would be most compelling.
Full Service Offering, Customized Solutions
Technology-based Approach
We Focus on the Finances so You Can Focus on your Patients
Ideation
UX Solutions
Once we knew how we were speaking about Metrix, I started designing lo-fi wireframes of the site. I focused on trying to help users find what they were looking for, regardless where they were in the site.
Full Service and Individual Solutions Pages
Based on our research, I thought it’d be best to make pages for both the top individual services, as well as a page that talked about the company’s full service option.
I designed the pages to be simple, but informative. I wanted to offer users the information they might need, while cutting out some of the extra information that could’ve been overwhelming.
Allowing Users to Self Identify
Sometimes when you don’t know what you’re looking for, it’s easier to start with what you do know and go from there.
I mapped and designed a search function that allowed users to fill in the blanks in a sentence through dropdowns. Based on the sentence, the user would then be brought to a page on the site that best matched what they entered.
Allowing Users to Self Identify
Sometimes when you don’t know what you’re looking for, it’s easier to start with what you do know and go from there.
I mapped and designed a search function that allowed users to fill in the blanks in a sentence through dropdowns. Based on the sentence, the user would then be brought to a page on the site that best matched what they entered.
Pick A Solution
With the unsure users covered, it was time to move on the people who did know what they were looking for. I wanted to make it as easy as possible to navigate to and between any of Metrix’s solutions from the page you were currently on.
To do that, I added a visual navigation section at the bottom of each page that allowed users to “Pick A Solution”, which would them to the corresponding page. Once on a solution page, that option would disappear from the nav bar.
Prototype
Testing
We put the new site to the test. Through a hi-fi prototype, we tested the ease with which users could find different types of information. Our testers flew through the site with ease, with many taking different routes each time, all within 1-2 clicks.
Our testers who were unsure of what the service they were looking for would fall under flocked to the search feature.
Outcomes
Lessons
Give Meaningful Options
Allowing users the opportunity to navigate the system in different ways ultimately led to good usability for the site. While usually less is more, in this case, a fair amount of options worked because they were meaningful and not overwhelming.
Let People Define Their Own Experience
Users like to feel like their in control, as shown by the success of our search function. By giving users who might not be sure exactly what they’re looking for the opportunity to self-identify, it led to a better overall experience.
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