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.

In order to better understand our target audience and stakeholders, my team and I interviewed and surveyed over 100 students and Higher Ed professionals from colleges and universities of various sizes and geographic locations.

The goal was to measure how students were currently managing their time and how it was working for them.

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.

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.

NEXT PROJECT

Klini Scientific

Braxton Kocher is a UX/UI designer and researcher.