Redesigning the navigation for RehabPulse
A B2B and B2C platform for online medical marketplace used by both insurance customers and insurance companies. Improved homepage and navigation of RehabPulse for users buying products with healthcare insurance. Decreased bounce rate on homepage by 15%.
My Key Contributions
User Research, Interface Design, Style board, Design system, Wireframes, Prototype
Team
Marketing manager and myself
Tools
Figma, Miro, Adobe Suite
Timeline
1 month
August 2021 – September 2021
How can we engage new users and convert them into customers?
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On the older version of the RehabPulse homepage, the amount of time spent on the homepage was less than 5 seconds. Our conversion rate was declining each month and we were losing customers.
Problems with the older version:
1. The homepage had no clear navigational path, which prevented users from finding information efficiently.
2. There was no clear branding and the homepage lacked a design system. The design was unprofessional and users indicated they didn’t know if they should trust it or if it was a scam.
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Project Objectives:
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Create the overall design system of RehabPulse to use for future projects and improve the traction of the website.
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Redesign the homepage to improve the website navigation and increase retention rate by 20-30%.
Finding our products and services was difficult on the
homepage and was disengaging for users.
Comparing our marketplace platform with many successful ones, such as Amazon and Wayfair, it gave us an insight of things we were missing on our homepage. Hotjar analytics also proved where our users were clicking on and off our page.
Lack of credibility
The first look of the page looked untrustworthy based on the lack of branding and imagery. The stock photos looked inauthentic.
Insufficient context
There was no hero header or any imagery and text to convey what RehabPulse offers. The old banner took users away from where we wanted them to land on, the product pages.
Navigational issues
The top header and banner had confusing navigational points, which caused users to click off our page, therefore decreasing our retention rate.
Understanding our target audience
Reviewing my marketing manager user personas on the target users, I was better able to identify our older group of users key goals and primary pain points. More than 60% of our users were above the ages of 45-50. This helped me to make conscious design decisions that focused on accessibility.
Using quantitative data to find our users pain points.
We wanted to observe what wasn’t working in the old page to make improvements. Hotjar analytics showed us heatmaps of where our users were spending most of their time. Based on reviews on Trustpilot, the surveys helped us track and discover issues that users were having currently on the website.
Most users clicked on the products tab and the logo, which is located on the top of the page. This shows us we need to focus on a hero image to give readers more context of what RehabPulse is.
Based on the results we were seeing on hotjar,
users were spending time primarily on:
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• Search bar
• Rehabpulse logo
• Virtual showroom
• Insurance claim
• Phone number
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Simplifying the navigational paths
I created an informational architect map to lay out the navigational points and created a simple map/flow of before and after. In turn, I noted the paths that were confusing or had more than 3 clicks as I made a low fidelity wireframe of the homepage.
Creating a design system
Because there was no clear brand direction, I created a brand guide along with a simple design system using Figma and InDesign for our front developers to use. We wanted to convey a friendly and simple color scheme throughout our website. I decided to use Open sans as our primary font because was easy on the eyes for our older users. Additionally, rounded buttons and imagery was used to further convey the friendly tone
Enticing users to engage with the homepage
My goal was to make our homepage simple but effective in capturing a visitor’s attention so they would spend more time on RehabPulse. Here’s a look at the final design and the changes I made to improve the overall experience:
Hero section
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Having an introduction and button leading towards our product page was crucial to capturing the attention of first time users.
We wanted to have users directed towards our products within the first 5 seconds before they click off the page.
Browse by category
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I redesigned the navigation bar to include all of the services we offer. It also has multiple paths for users to go to a specific product page. (Home page section, mega menu, individual resource pages).
Navigational points
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I added 3 cards to navigate users towards other paths because RehabPulse is also for our b2b customers as well. I also cleaned up the navigational bar and menu to make the happy path more accessible for users.
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Brand image
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Visuals and consistency with the brand imagery and colors were essential in creating a (trustworthy looking) responsive site. There was a lack of images, so we used friendly and abstract illustrations as placeholders until we could get more images of our own. Simplifying and creating blocks also help our older adults to understand the structure of the website as well.
Results and reflections
10%
less bounced from homepage in a week
Measured by hotjar analytics
52%
clicked on
our main hero image
Measured by hotjar heatmap
30%
increase in our website speed
Measured by PageSpeed Insights
Based on user surveys we have sent out and looking at our hotjar analytics for a week, the 3 responses we got were positive and gave it a 10 out of 10 rating.
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If we did have the ability to to gather more metric/data for a longer period of time, our goal would be a 40% increase in our retention rate and a goal of 20%+ of conversion.
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For our next steps, we would change the hero image to be a photograph that showcases our products being used. A couple of things I wished we focused on, but we didn't have time or funds for, would be A/B testing between some other wireframes I've created and to get real feedback and interviews from our target audience. I hope to come back to our homepage in the future to make further changes on new feedback.