iOS APP REDESIGN
TEAM // 2 Members PLATFORM // iOS
Össur is a medical device manufacturer that specializes in making custom knee braces. This native application served as a NEW way for customers (doctor’s) to send in orders vs. the traditional way of sending it through the mail. I was in charge of redesigning the beta version because it was not getting the successful feedback Össur had hoped for.
As being the first in the industry to have a digital ordering app for custom knee braces, there were many expectations and challenges that we had to face.
- Orders were not as high as expected on the first version. Customers were used to calling, emailing or mailing in orders.
- Through tracking, we could see that many orders were started and not completed.
- Only a few months old and the UI felt outdated.
Looking at the issues, we were able to pinpoint some goals to accomplish.
- Determine what is causing users to sign up, start an order and then not complete the process.
- Update the interface to new Apple iOS guidelines. App still in a skeuomorphic design.
The original app was designed by an outside contractor. Since I had been with the company for a couple of years and knew the products, I offered to take on the user testing and redesign of this application. I worked with the manager from the mobile sales team to get feedback from customers and sales reps. Using this information, I was able to design a revamped experience that helped increase sale orders.
The beta app was originally tested on a group of 20 customers that fell within 3 different sales reps areas across the country. These customers needed to match the customer personas that were created earlier that year. We let these users test the app for 30 days before collecting feedback. The testing was informal and the questions asked were not structured, but rather conversational. Since this was done in-house, collecting data was not difficult.
Personas were established Q1 of 2012 by the inside sales team to help give them a strategy and target. I used these personas to help me select who would be chosen to participate in the beta app testing.
GOAL & OBJECTIVES
- Are you familiar with mobile apps?
- Who typically orders braces after the measurements have been taken? Doctor? PA?
- Can you describe the advantages of using a mobile app versus mail-in orders?
- What did you like the most and least about the app?
- What features do you wish were available?
- Does the app feel intuitive on first use?
- Can you see yourself using this app in the future?
- App was modeled too close to the paper ordering form, when it should feel unique.
- Customers dropping out because there was no structure. No way to see where they’re at in the ordering process.
- Information entered did not feel secure. Did not trust that it was safe.
- Older demographic of doctor’s had a learning curve to using mobile apps.
Southeast Sales Manager
Honestly, it’s not worth teaching each customer… If they don’t already use an iPhone, it’s hard to make them start now.
Customer in Ohio
It seems like a good idea. I want to use it and speed up my process, but [the form] is just too long.
Converting a customer from a technique they have used hundreds of times to a new process is difficult. But by knowing where the hangups were, I could solve each problem by stepping into the user’s position and working backwards.
- I needed to make the ordering process seem not so daunting, so I took the same approach that I do when I have a large design project…I broke things down into smaller pieces. Since the ordering form did not show where the customer was in the process, I created sections and a “status” bar. This showed how far they were into order and how much was left.
- The older demographics were confused by this new experience, so I incorporated an intro “how-to” layover screen to explain the functionality.
- Icons such as settings, edit, back, etc.. all included text with it. Text navigation took a lot of the guessing out of ordering.
- Each section on the main screen was now separated by a color. Another step towards organization.
- Large green checkmarks or red x’s let the user know if that section was incomplete before submitting.
- 2-step authorization was added to the sign up to ensure security of sensitive information.
1m (9%) in new Sales within 6 months of launch
92% adoption within 1 year from client base