Project Details

Timeline: September - October 2020

Duration: 40 hour project

Team: Manuela Odell - Lead Designer, Zach Kay & Yury Smith - Project Managers

Deliverables: Product Design, UX Research, UI Design, Prototyping, Usability Testing

The Problem

Responsum Health is an organization that designs and builds apps for patients with certain diseases. The apps provide solace for patients by creating a platform that gives them factually accurate information, as well as a forum where they can ask questions and seek advice from other patients. Currently, their app landing pages are only converting at 1% and they would like to increase this to 5%-6%. Additionally, their article pages are also converting at a low rate and they want to bump this as well.

They hired me to design an article and landing page template that would work across all five of their apps and would increase conversion to 5-6%.

Research

I had a few research goals in mind before designing this project:

• What are the demographics of the users who will be discovering these apps?

• What the users needs, goals, motivations, and frustrations?

• What do the websites of other competitors look like?

• What are some common design patterns for app companies?

• What are some common design patterns for blogs with a CTA?

I wanted to understand the value prop of these apps for patients who suffer from these diseases. The diseases are Glaucoma, chronic kidney disease, uterine fibroids, and pulmonary fibrosis. I didn’t know much about these diseases so I decided to do some research. When it comes to these diseases, these were the things that people said they felt the most:

• Feeling out of control

• Overwhelmed by so much information

• Wanting to live a healthier life

• Connect with others and share information

I also went through the forums on the apps and pulled out quotes:

In addition, I learned that the majority of people who suffer from these diseases are older, middle-aged people. However, many times their family members find them resources that can help. From this research, I created two user personas:

Since the product itself is an app, it was important to look for design patterns and landing page inspiration in which the CTA to download the app is easy accessible on a desktop and mobile device. We decided to use a Link Texting CTA on our landing pages and article pages.

Ideate

From the research, I decided on a few key design patterns.

• Above the fold Call-to-Actions

• Since the product itself is an app, it was important to look for design patterns and landing page inspiration in which the CTA to download the app is easy accessible on a desktop and mobile device. We decided to use a Link Texting CTA on our landing pages and article pages.

• Real people - since the user demographic is an older person, it was important for us to use real people who are relatable

• Iconography - I wanted to find some iconography that would be consistent, elegant, and could work across the different pages

Design

From the research, I decided on a few key design patterns.

• Above the fold Call-to-Actions

• Since the product itself is an app, it was important to look for design patterns and landing page inspiration in which the CTA to download the app is easy accessible on a desktop and mobile device. We decided to use a Link Texting CTA on our landing pages and article pages.

• Real people - since the user demographic is an older person, it was important for us to use real people who are relatable

• Iconography - I wanted to find some iconography that would be consistent, elegant, and could work across the different page

Testing

From the research, I decided on a few key design patterns.

• Above the fold Call-to-Actions

• Since the product itself is an app, it was important to look for design patterns and landing page inspiration in which the CTA to download the app is easy accessible on a desktop and mobile device. We decided to use a Link Texting CTA on our landing pages and article pages.

• Real people - since the user demographic is an older person, it was important for us to use real people who are relatable

• Iconography - I wanted to find some iconography that would be consistent, elegant, and could work across the different page

Handoff

From the research, I decided on a few key design patterns.

• Above the fold Call-to-Actions

• Since the product itself is an app, it was important to look for design patterns and landing page inspiration in which the CTA to download the app is easy accessible on a desktop and mobile device. We decided to use a Link Texting CTA on our landing pages and article pages.

• Real people - since the user demographic is an older person, it was important for us to use real people who are relatable

• Iconography - I wanted to find some iconography that would be consistent, elegant, and could work across the different page

Post-Mortem

From the research, I decided on a few key design patterns.

• Above the fold Call-to-Actions

• Since the product itself is an app, it was important to look for design patterns and landing page inspiration in which the CTA to download the app is easy accessible on a desktop and mobile device. We decided to use a Link Texting CTA on our landing pages and article pages.

• Real people - since the user demographic is an older person, it was important for us to use real people who are relatable

• Iconography - I wanted to find some iconography that would be consistent, elegant, and could work across the different page